Kick-Start programme: A low cost, high impact approach to accessible tourism
Introduction to the Kick-Start programme
The ‘Kick-Start’ programme utilises the building blocks within the Foundation section and offers a low cost, high impact approach to accessible destination development.
This approach is not reliant on large budgets and lots of resources. Instead, it is designed to help you work with what you already have. Using information as a critical lever, the programme supports you to identify, enhance and market your existing accessible tourism products.
For many visitors with accessibility requirements, relevant accessibility information is so critical that it can be the deciding factor in destination and business choice.
Some destinations already have an ‘Accessibility’ section on their website, but many don’t. This creates difficulties for visitors with accessibility requirements, as it means they need to do a general search across your region for venues which meet their needs. This is a time-consuming process which may yield varied or few results. Many may give up, choosing to visit a destination whose website enables them to find the information they are looking for more easily. These visitors are likely to be travelling with friends and family, so your destination stands to win or lose not just one potential visitor, but potentially a whole group.
A lack of accessibility information provision could therefore be one your greatest barriers to this market, but also presents one of your greatest opportunities.
Providing clear, relevant accessibility information on your destination website enables your destination, and your businesses, to attract more visitors at very little cost, and is the primary outcome of the Kick-Start programme.
Understand the Kick-Start programme
The Kick-Start programme takes you step by step through improving the accessibility information on your website, including:
- Identifying key stakeholders
- Engaging businesses to take part
- Using owned and earned channels to promote your accessible products
Whilst it is recommended that all destinations follow the Kick-Start programme as a first step, the two programmes are not mutually exclusive. Where resources and funding permit, you may choose to include elements of the Enhanced programme within your Kick-Start programme, such as:
- procuring the support of a Professional Accessibility Mentor;
- holding a destination-wide conference;
- providing tailored training, or;
- facilitating a Mystery Shopping programme.
It is recommended that you familiarise yourself with the steps within the Enhanced programme at an early stage to determine whether there are any elements you wish to incorporate now. This will also help you to plan for the future and consider the funding and resources required.
Kick-Start programme sections
Section 1: Prepare
Set clear aims and objectives, identify a Project Manager, create a project plan and identify the tasks, timeline, risks, resources and any budget required. Identify the stakeholders you need to work with across the tourism value chain to make the programme successful, including people with lived experience.
Section 2: Provide accessibility information on your LVEP website
Ensure that your LVEP website meets current accessibility standards. Identify your region’s existing accessible tourism products and services through desk-based research, involving public realm stakeholders, disabled people’s user groups and the local community. Provide accessibility information on your LVEP website which includes your existing accessible tourism products and services.
Section 3: Initiate a business to business (B2B) engagement campaign
Launch a B2B engagement campaign to engage additional businesses. Encourage them to provide accessibility information, signposting them to the business toolkit and any training available.
Section 4: Initiate a business to consumer (B2C) promotional campaign
Launch a B2C promotional campaign, using owned and earned channels, to highlight destination accessibility, ensuring that the campaign incorporates inclusive imagery. Monitor its impact.
Section 5: Review and evaluate
Review the objectives and milestones you set at the beginning of the programme to evaluate success. Gather relevant data to support future funding applications for this area of work, including the Enhanced programme, which offers a process for further development.
Section 6: Celebrate success!
Identify and share your successes.
