Prioritising inclusive tourism activities.
*By Stathis Kousounis
Tourism is undergoing a shift. The concept of accessibility is broadening as the hospitality industry begins to recognise the needs of neurodiverse travellers, i.e. people on the autism spectrum, those living with ADHD (Attention Deficit Hyperactivity Disorder) or those with learning and cognitive disabilities.
According to the VML Intelligence report “The Future 100: 2024”, approximately 15% of the world’s population has some form of neurodiversity. Autism alone affects 1 in 36 children, up from 1 in 44 in 2021, according to the US Centres for Disease Control and Prevention. At the same time, ADHD diagnoses in adults are rising rapidly, a phenomenon attributed, according to the American media outlet Psychology Today, to improved access to mental health services, reduced social stigma and greater awareness of the symptoms.
The change is not limited to statistics. In popular culture, visibility is on the rise: the film *Standing Up*, for example, tells the story of a stand-up comedian who tries to balance living with his father and raising his autistic son. Even famous artists, such as singer-songwriter Billie Eilish, have spoken openly about their neurological differences – in her case, Tourette’s Syndrome – thereby contributing to public understanding and acceptance of neurodiversity.
This shift in social perception is, inevitably, also reflected in the tourism sector. More and more travellers are becoming aware of and asserting their own, often unseen, needs. The Professional Conference Management Association (PCMA) emphasises that both tourists and conference participants are now more aware than ever of accessibility issues, and the tourism sector must follow suit.
At the same time, the International Board on Accreditation and Education (IBCCES) describes tourism for people with disabilities as “the fastest-growing segment of the market”. Travellers with disabilities alone make approximately 32 million trips worldwide each year. However, the provision of services remains inadequate. A survey by Autism Travel reveals that 87% of parents of children with autism do not travel as a family, although 93% state that they would do so if there were certified autism-friendly options.
Who is leading the way: International examples of neuroinclusive tourism
At an international level, several companies and destinations have already taken steps to make tourism more welcoming and accessible to travellers with neurological differences. Through certifications, specialised services and staff training, they are setting standards that the Greek market would do well to emulate.
Emirates, for example, is set to become the first airline to be fully Autism Certified, training 30,000 staff and introducing sensory guides and special in-flight packages for passengers with autism. Dubai Airport is also expanding its Assisted Travel Lounge, its ‘Sunflower Lanyard’ initiative and training 33,000 staff.
Meanwhile, Beaches resorts in the Turks and Caicos Islands, Negril and Ocho Rios offer Advanced Certified Autism Centres, featuring special camps, staff trained in autism support, sensory guides and even the presence of Sesame Street’s autistic character, Julia, to ensure a truly more relaxed and inclusive experience for families.
Another example is the Hyatt Regency Aqaba Ayla in Jordan, a resort that is officially certified as suitable for travellers with autism. The resort offers special areas designed to minimise sensory stimulation, staff trained in autism awareness, and thoughtfully designed activities for neurodiverse guests.
Initiatives and prospects for a more welcoming and open tourism sector in Greece
Before we discuss neuroinclusion in tourism, Greece must address a fundamental and perennial issue: general accessibility – not for foreign visitors, but for the country’s residents. Thousands of our fellow citizens with mobility or cognitive difficulties remain excluded from tourist infrastructure, cultural venues, public transport and beaches, in a country that promotes “tourism for all”. The discussion on neurodiversity must begin with the state’s fundamental obligation to ensure that everyone can move about freely, experience hospitality and enjoy the country, without exception and without pretence.
The reality is clear: neuroinclusive tourism is a necessity. The brands and institutions that recognise this first will lead the way in the new era of tourism. From quiet waiting areas and clear signage to trained staff and personalised experiences, the hospitality sector must become mentally and sensory inclusive. A similar international initiative involving archaeological or cultural monuments in Greece could serve as a model. For example, museums could collaborate with Greek institutions, hospitals and organisations that support people with neurodiversity or diversity in general, and adopt models such as Specialisterne, which is based on the employment of people with neurodiversity and staff training. A targeted collaboration between institutions and heritage sites, involving the provision of services such as sensory guides, quiet spaces, staff training and the option of visual or auditory support, will bring Greece closer to truly inclusive tourism.
Source: travel.gr