Why Web Accessibility should be a priority for every destination
Darragh O'Rourke
Introduction
Creating an inclusive online experience isn’t just about ticking a compliance box, it’s about ensuring that every potential visitor can fully engage with your destination, regardless of ability.
An accessible website allows all users to perceive, understand, navigate, and interact with your content. This includes visitors with vision, hearing, motor, or cognitive differences. The result? Not only do you meet legal standards, but you open your doors to a much broader audience.
In our work with DMOs, we’ve seen that early movers on accessibility not only meet upcoming requirements but also gain an edge in visitor satisfaction scores.
Why this matters for DMOs
Globally, over 1.3 billion people around 16% of the population live with some form of disability. That’s a huge audience that destinations can better serve by removing digital barriers.
And with legislation such as the European Accessibility Act now in effect, accessibility will no longer be optional. Destinations that act early will be ahead of the curve, building trust and loyalty from visitors while avoiding costly retrofits later.
We’ve seen destinations use accessibility improvements as a compelling advocacy tool, showing stakeholders they’re investing in inclusivity and community benefit. Through Wheresight’s destination level insights, we’ve seen accessibility improvements correlate with stronger advocacy outcomes. When operators make changes that demonstrably improve access, it’s tangible evidence DMOs can take to funders and stakeholders.
Practical steps to get started
Many of the destinations we work with start small, auditing a few key operator websites, identifying accessibility gaps, and then scaling improvements across their network. By establishing a clear baseline, you can track progress, set achievable targets, and showcase your impact over time.
Some quick wins we often see:
- Alt Text: Adding alternative text to images
- Colour Schemes: Ensuring high contrast colour schemes
- Navigation: Making navigation keyboard friendly
- Booking flows: Simplifying booking flows for screen readers
From compliance task to growth opportunity
When accessibility becomes part of the digital maturity conversation, it transforms from a legal obligation into a competitive advantage. Accessible websites often convert better, retain customers longer, and receive stronger word of mouth recommendations.
We’ve seen first hand that when DMOs champion accessibility, they not only future proof their destination but also open the door to more visitors and more positive sentiment from a wider range of travellers.
