Lincoln has been included in a national campaign to promote accessible destinations across England through a campaign with the Visit Lincoln Partnership and VisitEngland.
VisitEngland, the national tourist board, is today launching a new Access for All campaign, aimed to raise awareness of accessible destinations and businesses in England; informing disabled people of accommodation and visitor attractions when planning a day trip or holiday.
Following a successful pilot project in 2013/14, VisitEngland accessed funding from the European Commission to expand the Access for All initiative, with a grant of €125,000. For the past year VisitEngland has been working with seven local destination partners across the country, including the Visit Lincoln Partnership.
56 businesses are involved in the project; including a mix of accommodation and attractions such as Lincoln Cathedral, Brighton & Hove Buses, Chatsworth House, Turner Contemporary, Hotel La Tour, Vindolanda Roman Fort and Nottingham Belfry amongst many others. The businesses involved have worked hard to make changes – focusing on positive action - to improve perceptions of Accessible England.
VisitEngland research highlights that the overnight accessible tourism market is now worth £3billion to the English economy, with day visits bringing the figure up to £12.1 billion. Over the past few years overnight trips by disabled travellers and their companions have increased by 19% with spend up by 33%.
The Purple Pound presents tourism businesses and destinations with a huge opportunity for economic growth. New figures from VisitEngland confirm an approximate value of overnight accessible tourism to Lincoln is £9m.
The Access for All project has consisted of two phases: product development, where businesses receive direct support to improve their accessibility with the help of access advisors, and a national consumer marketing campaign launching today.
The tourism businesses are being directly supported as part of the project to improve their accessibility. Accommodation and attractions have been audited by a professional access advisor and many have received a mystery visit from guests with accessibility requirements.
A training course was held in each destination for accessibility champions and customer-facing staff have completed online disability awareness training. Businesses also received personal feedback on their Access Statement, improving information detailing their accessibility.
Find out about Lincoln's accessibility on the Visit Lincoln website.