Making the Shift: Accessible & Inclusive Tourism Conference 2024

Now in its fourth year, AITCAP is at the forefront of driving real change in tourism and events. This landmark conference provided industry leaders and innovators a platform to connect, share ideas, and develop practical strategies for creating truly inclusive, unforgettable experiences.  

What AITCAP Aims to Achieve 

AITCAP goes beyond raising awareness—it’s about tangible transformation. With 18% of Australians living with disabilities and 22% managing long-term health conditions, the conference highlights how businesses can tap into this underserved market while improving their services. The annual event brings together industry leaders to explore the social and economic benefits of designing accessible travel and event experiences , offering attendees the chance to collaborate and implement real change. 

A Turning Point 

AITCAP 2024 set a new benchmark for the tourism and events industry, igniting a shift in how businesses approach accessibility. With travellers with accessibility needs representing a $13.5 billion market, the conference challenged professionals to reimagine their strategies and unlock new potential. By offering real-world solutions, AITCAP aimed to equip businesses with the tools to make inclusivity not just a goal but a reality. 

A Powerful Start 

The event opened with a profound Welcome to Country by Murrundindi, Wurundjeri Ngurungaeta, setting the stage for a day of respectful dialogue and inclusion.  

Following this, Minister Steve Dimopoulos MP, Minister for Tourism, Sport and Major Events, and Felicia Mariani, CEO of the Victoria Tourism Industry Council, followed by highlighting that accessibility is not just a responsibility—it’s the future of tourism. They emphasised the growing market of travellers with accessibility needs, making it clear that addressing these needs isn’t just about social impact but also unlocking significant financial potential for businesses. 

A Blend of Inspiration and Strategy 

With a variety of speakers and showcases, the event provided a mix of inspiration and practical strategies for creating more inclusive experiences. 

One of the standout moments of the event was Emad Seyam, known as The Deaf Chef, who shared his inspiring journey in hospitality at the Mail Exchange Hotel. Emad spoke passionately about breaking barriers, illustrating how inclusivity and accessibility can transform workplaces and enrich experiences for staff and guests. His story highlighted the power of resilience and innovation, showing how accessible opportunities can change lives and industries. 

The Melbourne Accessibility Showcase demonstrated how our city is leading the way in accessible tourism. Through immersive presentations and real-world examples, attendees experienced how Melbourne’s infrastructure and initiatives make travel more inclusive for people of all abilities. From accessible public spaces to inclusive attractions, the showcase positioned Melbourne as a global leader in accessible travel. 

Martin Heng, an accessible travel advocate and former Accessible Travel Manager at Lonely Planet, broadened the conversation with an international perspective. He reminded attendees that inclusivity is a global movement reshaping the travel industry, encouraging everyone to think globally while acting locally. 

Bruce Bromley from EvacuLife introduced practical strategies for emergency preparedness in hospitality, focusing on safety protocols that accommodate all guests. His insights highlighted the need for proactive planning to ensure everyone's safety. 

Christopher Kerrisk, co-founder of Cérge, presented an innovative tech-driven platform helping businesses deliver personalised, accessible experiences. He showed how new technology turns accessibility from a challenge into a competitive advantage, empowering businesses to seamlessly cater to diverse customer needs. 

Other Sessions Included: 

• Co-designing accessible and inclusive experiences emphasising the importance of collaboration in creating truly inclusive environments. 

• Expedia’s accessible tourism insights, delivered by Jamie Griego, underscored the critical role of listening to travellers with diverse needs to improve their experiences. 

• Inclusive marketing & employment focused on how businesses can embrace diversity in both their workforce and customer base, illustrating the benefits of inclusivity beyond accessibility. 

• A panel discussion led by Felicia Mariani (VTIC) with Rohan Astley (MCET), Asher Nowlan (MCG), and Alexander Rolten (Brady Hotels and Apartments) highlighted how businesses in Melbourne’s Business Capacity Mentoring Program are making practical efforts toward greater inclusivity. 

These sessions didn’t just inform—they provided attendees with actionable strategies for creating more inclusive environments, sparking meaningful conversations throughout the day. 

Real World Experiences  

One of the most engaging elements of AITCAP was the interactive panel discussions, where passionate travellers shared personal experiences and insights on accessible tourism. These stories brought to life the real-world impact of inclusive travel initiatives, reinforcing the importance of empathy and understanding in the industry. 

The day concluded with a lively networking session, where attendees reflected on the day’s learnings, exchanged ideas, and formed new connections, reinforcing the idea that collaboration across industries is key to driving accessibility forward and creating a future where travel and hospitality are truly inclusive for all. 

Accessibility Measures 

Creating a truly accessible event took dedication and careful planning. Working with GetAboutAble and our accessibility partners, we implemented a range of measures to make sure everyone felt welcome and supported. 

Here’s what made the day accessible for all: 

In the lead-up to the event, MCEC hosted an open day, giving AITCAP attendees the opportunity to tour our facilities and familiarise themselves with the layout ahead of the conference helping delegates to feel more comfortable once onsite for the conference.  

Partnering with Travellers Aid winner of the City of Melbourne, Melbourne Awards 2024 Access and Inclusion Award , we provided support with transportation, mobility equipment, wheelchair assistance, and personal care. In total, 17 people received assistance: 12 used the buggy service, 4 received personal care (including meals and toilet assistance), and 1 was accompanied back to their hotel. 

Additional Initiatives:  

• Auslan interpreters were available throughout the event, supporting our deaf and hard-of-hearing delegates. 

• Live captioning during sessions made all spoken content accessible to everyone. 

• Virtual live-stream tickets allowed remote participation for those unable to attend in person. 

• Accessible parking with designated spaces near the venue ensured easy access. 

• Convenient drop-off and pick-up zones located close to the entrance made arrivals and departures hassle-free. 

• Accessible bathrooms catered to individuals with disabilities, providing comfort and ease of use. 

• A parents' room offered a dedicated space for parents attending with children. 

• The nearby Changing Place facility provided a fully accessible bathroom with extra space and equipment for those with complex needs. 

• Companion cards were accepted, allowing free entry for companions assisting individuals with disabilities. 

• Assistance animals were welcomed to ensure comfort and support for attendees who rely on them. 

• A sensory room offered a quiet, calming space for anyone needing a sensory break. 

• The venue’s accessible features, such as ramps, lifts, TTA hearing-assisted telephones, hearing-assisted devices, braille signage, and a cloakroom, made navigation seamless. 

• Free Wi-Fi and charging stations were available throughout, ensuring easy connectivity for all attendees. 

• An Easy Read event guide was provided to simplify important information, ensuring clarity for everyone. 

• Friendly GetAboutAble representatives were on hand to assist with any accessibility needs before and during the event. 

• Our accessible accommodation partnerships with local hotels ensured that conference attendees had access to accessible rooms. 

• Metro Trains provided support for public transport, ensuring seamless access for delegates. 

For the first time, we introduced the Hidden Disabilities Sunflower Program —a quiet but powerful initiative that allows individuals with non-visible disabilities, such as autism, anxiety, or chronic pain, to discreetly signal when they need extra support. Our trained team offered extra time, guidance, or patience as needed.  

Future Focus 

The future of tourism belongs to those who make travel experiences accessible to all, and MCEC is proud to be at the forefront of this movement. "Our commitment to accessibility isn’t just about meeting standards—it’s about setting them. Through our Accessibility Action Plan , we’re taking tangible actions to make every event inclusive," said Rohan Astley, our Chief Strategy and Governance Officer, highlighting how MCEC leads the way in accessible events." 

He continued "Our partnership with Travellers Aid is already making a difference, with over 50 delegates supported during our first trial in May. And we’re constantly improving—an expert site review identified 106 improvements, which we’re tackling now, starting with signage and furniture while planning bigger projects. Our Accessibility Action Plan, developed with input from customers, employees, and specialists like GetAboutAble, keeps us at the forefront of accessible event experiences." 

As tourism continues to evolve, AITCAP is proof that accessibility isn’t just an option—it’s a necessity. This year's event provided businesses with everything they needed to start their journey toward inclusivity. And this is just the beginning.