At the World Travel Market London 2026, accessible tourism was prominently presented as a commercial growth opportunity beyond regulatory compliance. Stakeholders from the travel and hospitality sectors were urged to prioritise accessibility to capture a growing market segment.
Spanish Tourist Office Introduces “Spain for All” Programme at WTM London 2026
The Spanish Tourist Office used the event to unveil a new hotel advisory guide and launch a social media campaign under its “Spain for All” programme. This initiative was developed over the last three years with input from industry stakeholders and disability advocacy groups. The programme aims to support accommodation providers in improving the communication of accessibility features to prospective travelers.
Improving Accessibility Communication Is Primary Goal
José
Manuel de Juan González, UK Director of the Spanish Tourist Office, announced the publication of a report that equips hotels in Spain and globally with practical tools to inform customers about their accessibility levels. He stressed that the report’s purpose is to enhance transparency and assist travelers with accessibility needs in planning their visits. “Today we’re publishing a report which gives hotels in Spain and around the world the tools they need to communicate how accessible they are,” he said.
Accessible Tourism as a Quality Standard for the Industry
Miguel Carrasco, Director of Tourism and COO for a coalition of accessibility organisations connected to the project, described accessible tourism
as a benchmark of quality rather than a niche market. He emphasized that accessible tourism represents superior service and inclusivity. “Accessible tourism is not a different kind of tourism, it is what better tourism looks like,” Carrasco told delegates.
The discussions at WTM London 2026 reflected a broader change across the travel sector, where accessibility is increasingly recognized as a strategic advantage. Airlines, airports, and hospitality providers are viewing inclusive travel as a key driver of future growth rather than merely a compliance measure.
