Training Program to sell an Accessible Australia
Tourism Australia | Accessible Australia Training Course and Train-the-Trainer Delivery | Global | 2024
Developed Accessible Australia Training Course for the Aussie Specialist Program
Identified and validated accessible tourism experiences nationwide
Delivered global train-the-trainer sessions for Tourism Australia teams
Strengthened international capability to sell inclusive travel to Australia
The Challenge
Tourism Australia sought to strengthen the capability of global travel sellers to confidently promote Australia as an inclusive and accessible destination. While accessible experiences exist across the country, they were not consistently understood, validated or communicated to international markets.
The training needed to expand product knowledge while equipping sellers with practical tools to confidently plan and sell accessible itineraries for diverse visitor needs.
Key challenges included
Identifying internationally market-ready accessible tourism experiences
Validating accessibility offering and visitor suitability
Improving communication of accessibility across marketing channels
Building global trade confidence in planning inclusive itinerarie
Our Approach
We collaborated with Tourism Australia and State and Territory Tourism Organisations to identify, validate and interpret accessible tourism experiences suitable for international markets.
Our methodology included
Nationwide identification of accessible and inclusive visitor experiences
Operator validation assessing accessibility features, certifications and communication practices
Development of multilingual training copy and materials, facilitator guides and participant resources
Creation of practical itinerary planning guidance and travel tips for accessible travel in Australia
The course was designed to support a broad range of visitors including people with disabilities and access needs, as well elderly travellers, multi-generational groups, families with prams and visitors with medical or dietary requirements.
Outcomes and Impact
Key Outcomes
Accessible Australia Training Course launched globally in multiple languages
Over 1,400 completions by the end of 2025
Second most-completed additional course in the Aussie Specialist Program
Global Train-the-Trainer sessions delivered across key markets
Economic and Social Impact
Increased confidence among travel sellers to promote inclusive travel
Expanded international awareness of Australia’s accessible experiences
Strengthened inclusive tourism positioning in global markets
Improved visitor planning confidence and destination accessibility perception
Train-the-Trainer delivery across North America, New Zealand, Europe and Asia strengthened industry capability while helping break down stigmas around accessible and inclusive travel.
