On 3 February, Mobility at Sea was proud to sponsor and attend the ABTA Accessible Travel and Tourism Conference at ABTA’s London headquarters in London. This was the second time we have attended the conference, and it was encouraging to see just how much progress the travel industry has made in recognising the importance of accessible travel and inclusive services for all travellers.
The conference brought together travel professionals and organisations from across the sector to share insight and practical ideas around improving travel accessibility. The conversations throughout the day reinforced a clear message: accessibility is no longer optional – it is essential.
Setting the Tone for Meaningful Accessibility
The day began with an impactful opening presentation from DR Carly Jones MBE FRSA, who spoke about the importance of collaboration and the role of lived experience in shaping better outcomes for travellers with disabilities. Her message resonated strongly across the room: "When we get it right, it changes lives".
This focus on real experiences set the tone for the rest of the conference. Rather than viewing accessibility as a checklist exercise, the discussions highlighted how thoughtful design, honest communication, and empathy can transform journeys into genuinely inclusive experiences. This approach is fundamental to improving accessible tourism across all areas of travel.
Accessibility is Essential - Not Niche
One of the most important points raised throughout the day was the sheer size of the accessibility market. With more than 27 million travellers within this segment, accessible services are not a niche requirement. They are a core part of delivering quality travel experiences.
Improving accessibility benefits far more people than those with visible mobility needs. Clearer information, smoother processes, and better support help older travellers, families, carers, and anyone who values clarity when planning a trip. These improvements play a key role in creating better accessible holidays for a wide range of travellers.
A phrase repeated throughout the conference captured this perfectly: "Progress over perfection". Rather than waiting for flawless solutions, the industry is increasingly focused on making meaningful, achievable improvements that collectively have a significant impact.
The Value of Collaboration In Accessible Travel
For the past 15 years, Mobility at Sea has worked closely with passengers, travel agents, and cruise lines to support accessible cruise travel. Acting as a bridge between these groups helps ensure expectations are realistic, information is clear, and passengers are properly supported before and during their holidays.
The conference reinforced how vital collaboration is in improving accessible travel. When organisations communicate effectively and share knowledge, travellers are better equipped to make informed choices, and service providers are better positioned to deliver appropriate support.
Education was another key theme. Better training for travel professionals and clearer guidance for passengers helps reduce misunderstandings and improve the overall customer experience. This is particularly important in accessible tourism, where reassurance is just as valuable as physical support.
Small Improvements Make a Big Difference
One moment that stood out came form Neil Barnfather of GoodMaps, who shared his lived experience of navigating the world as a disabled traveller. His comment – “A 10% improvement is epic in my world” – served as a powerful reminder that even small changes can have a profound impact.
These discussions highlighted that meaningful change often comes from collaboration, education, and listening to lived experience across the industry.
In the context of travel accessibility, incremental improvements such as clearer signage, improved wayfinding, better staff awareness, or more accurate accessibility information can dramatically improve a traveller’s experience. Change does not always have to be large-scale to be meaningful.
This perspective reinforced the idea that progress in accessible tourism is cumulative. Each improvement builds trust.
A Shared Commitment to Progress
We would like to thank ABTA for hosting such an open and constructive conference and for continuing to champion accessibility with the travel sector. While challenges remain, the direction of travel is clearly positive.
Accessible travel is not about perfection, but consistent progress – and every step forward matters.