Access and inclusion
for all
Advocacy and practical programs that help destinations and businesses welcome everyone.
Accessible and inclusive tourism is about more than compliance. It’s about better customer experiences, stronger communities and a major growth opportunity for all businesses, especially tourism operators.
Sparrowly Group helps governments, destinations and businesses design and deliver tourism experiences that are genuinely accessible and inclusive.
We help destinations and organisations embed accessibility into core planning through practical strategies, audits, industry capability building, action plans, business cases and funding-ready implementation roadmaps.
Our programs are trusted by industry and all levels of government, having supported hundreds of businesses and destinations across Australia to improve access, inclusion and visitor experiences.
Our difference
Sparrowly Group understands the importance of resilient, self-sustaining communities and advocates for those who need solutions for improved health and wellbeing, including people with disability.
Since 2018 we have annually published our independent industry discussion paper: Creating Real Inclusion: A Call to Arms to the Tourism Industry.
This paper addresses the lack of independent research on accessible tourism and provides practical guidance and best practice examples for operators and destinations to move from good intentions to real inclusion.
For us, accessibility and inclusion is about progress, not perfection, and that philosophy drives everything we do. We believe accessible and inclusive tourism is a catalyst for visitor growth, community pride, and long-term sustainability of destinations.
We have developed bespoke assessment tools and reporting in line with global best practice and standards.
What we deliver
Our approach moves from research to action, supporting organisations through:
Accessible tourism strategies
Disability inclusion action plans
Business cases and grant applications
Training and mentoring programs
Industry development capability workshops
Digital and site accessibility reviews
Practical tools and resources
Implementation roadmaps for destinations and operators
Training, tools and programs that drive real change
Communication Tools
Digital reviews and guidance to help businesses communicate accessibility clearly
and confidently.
We deliver practical, hands-on support through six core service areas:
Mentoring
One-on-one and group mentoring and coaching to help businesses improve access and inclusion.
Training
Educational programs, webinars and workshops that build understanding of disability, accessibility and inclusion across all businesses, including the tourism industry.
Resources
Checklists, templates and guides to support practical implementation.
Advocacy
National thought leadership and industry collaboration to lift standards across the sector.
Strategy and Planning
Destination and business strategies that embed accessibility into core tourism planning.
For many visitors with disability, the biggest barrier is not physical access, it begins at the planning and booking stage with poor or unclear business information.
Our Accessible Communications Tool (also known as the Accessible Tourism Indicator) is a comprehensive FREE audit that reviews:
websites and accessibility information
social media channels
Google Business profiles
third-party listings (e.g. ATDW)
online collateral and imagery
video captioning and alt text
clarity of access information.
We provide operators and destinations with:
a structured audit score
practical, prioritised recommendations
clear actions across the visitor journey
tailored guidance for implementation.
Turning digital information into real inclusion
Here is an example.
Building confidence and capability across the industry
We deliver practical learning programs for destinations and operators at all stages of their access and inclusion journey.
Programs include:
Introduction to Accessible Business webinars
Accessible Tourism Masterclasses
In-region face-to-face workshops
Train-the-trainer programs
tailored mentoring and coaching
staff awareness and customer service training
Each program focuses on:
understanding disability and inclusion
common barriers for people with disability
practical business improvements
digital and physical accessibility
developing an action plan for change.
