Inclusive Tourism - mini case study

Brighton is one of the most cultural cities in Europe. Oozing creativity and cultural kudos from every pore, Brighton entertainment offers a hotbed of festivals, galleries, museums, film, nightlife, comedy and theatre.
We are delighted to be working with PhotoRoute and view the new walking maps as a very important addition to our information on accessible Brighton. We are sure they will inspire confidence in all visitors that Brighton is a city that can cater for all degrees of mobility, and one that can offer a quality experience to all visitors
Suzanne Mantell, Visitor Services Manager at VisitBrighton
Travelling by train is the greenest and often the fastest way to get to Brighton from London and other UK destinations. Travellers from Europe can connect directly from the Eurostar train at St Pancras, London to Brighton.
Brighton is a quality tourist destination. VisitBrighton understands and is committed to improving visitor experience through inclusive design which improves local businesses:
  • Accessible tourism has an estimated purchasing power of 80 billion pounds per year.
  • 12% of all visitors in large parts of the UK were made by people with access needs or accompanying a person with a special need.
VisitBrighton understands the key drivers to tap into the inclusive tourism market are to boost information provision and excellence in customer service. Their forward thinking has gained recognition to be included in VisitEngland's high profile destination pilots that culminated in a co-branded media campaign and case studies. Statistics from VisitScotlands accessibility conference:
  • 84% of Europeans felt there was an improved opportunity for business.
  • 56% said they would pay more for products if they were better designed and accessible.
VisitBrighton chose inclusively designed PhotoRoute walking maps to help potential visitors make an informed choice to book their seaside city breaks and comfortably navigate easy to follow itineraries while on location. 
Can you afford not to include these groups?
PhotoRoute graphical maps are especially good for people with and without disabilities, young parents with buggies, silver surfers and people speaking English as a second language.

What is Inclusive Design?

Inclusive Design (Universal Design) is "the design of buildings, products and/or services that are accessible to, and usable by, as many people as reasonably possible without the need for special adaptation. For a design to be inclusive it must respect the needs of people with mobility, visual and hearing impairments, learning difficulties, and people from different cultural and religious backgrounds".

Enabled City’s approach

All partners were included in PhotoRoute mapping; accommodation partners include the Jurys Inn Hotel, Thistle Brighton Hotel, and Hilton Brighton Metropole Hotel who all have a National Accessible Scheme grading. 
Direct routes were provided from nearest rail stations to accommodation and local itineraries (circular tours) for visitors locally to give a taste of Brighton's cultural gems and highlights, of which there are many. 

Here are a few highlights of the 11.3 km of walking maps provided..

Step free walking PhotoRoutes include routes directly to Brighton's seafront from Brighton rail station for a stroll along the bustling Brighton promenade to soak up the cosmopolitan atmosphere from the cafes and bars or to relax on the famous Blue Flag pebble beach then wander through the Artist’s Quarter on the lower promenade near Brighton Pier.
A tour from North Street via the gems of The Lanes, Brighton’s historic heart - a fabulous maze of twisting alleyways offering an extraordinary mix of antique, jewellery and lifestyle shops amongst contemporary and designer boutique fashion.
Another circular tour encompasses partners the Royal Pavilion and Brighton Museum before moving through the bohemian North Laine area, where shopping is a fantastic mix of the ethnic, exotic and funky. You'll find anything from 50's kitsch and muslin to furniture from Central America and chic vintage fashion. North Laine is also the home to stylish studios selling locally made jewellery, sculptures, ceramics, glass, metalwork and photography studios. For fashionistas, the North Laine in Brighton offers the serious style hound an impressive array of up and coming designers, vintage chic and vegetarian friendly shoes.
2 step free tours of Brighton's seafront passing the Sea Life Centre, Terrace cafes and shops, public toilets (including a “Changing Places” toilet), Volks Electric Railway, the Brighton Wheel and attractions around Brighton's Pier and another beachfront tour passing Brighton's West Pier markets, children's playgrounds, petanque courts, cafes and seaside bars.
Preston Manor, a charming historic house decorated and furnished in Edwardian style with elegant ‘upstairs’ reception rooms and bedrooms and ‘downstairs’ kitchens and servants’ rooms. Wheelchair access to ground floor and basement. Gift shop on site. Refreshments and children’s play area close by in Preston Park.