Cruise Destinations: The New Accessibility Challenge

• Written by Ioannis Bras | Global Cruise Development Consultant, CEO of Five Senses Consulting, Seatrade Ambassador

From Ship to Shore - When “For All” Gains Meaning
Cruising has evolved into one of the most accessible forms of tourism. Cruise ships are systematically investing in infrastructure and services that support universal accessibility - from cabins, elevators, accessible restrooms, and public areas to staff trained in the needs of passengers with mobility, sensory, or cognitive impairments.
But a critical question remains: What happens when the passenger disembarks?  The experience of accessibility should not end at the gangway. It must extend to the shore, to the destinations, to the excursions, and to the essence of the place itself.

The Next Frontier: Accessibility in Cruise Destinations

Today, the real field for improvement and differentiation lies ashore. From ports and cruise terminals to buses, beaches, and cultural sites, accessibility remains uneven.
The truth is simple: destinations that strategically invest early in accessibility win. They win in perception, in practice, and in their economy.

What Accessibility Means Today

Accessibility in tourism - and especially in cruising - isn’t just about ramps and wheelchairs. It’s a holistic approach that allows every traveller, regardless of physical, sensory, or cognitive ability, to enjoy the journey in comfort, safety, and dignity.

Mobility & Accessibility  
This concerns people with reduced mobility, from wheelchair users and the elderly to travellers with temporary impairments.  
It includes:  
Ramps, step-free routes, and elevators  
Vehicles equipped with lifts and accessible seating  
Beach wheelchairs and pathways over sand  
Restrooms and waiting areas are properly adapted. 

Independence in movement enhances the visitor's experience and their sense of dignity.

Sensory Accessibility  

This concerns individuals with vision or hearing impairments.  
It includes:  
Braille, tactile maps, and audio descriptions  
Subtitled or sign-language videos at exhibitions  
Hearing loop systems at information points and counters, 

Delivering information in multiple formats ensures that all guests can meaningfully participate in the experience.

Accessibility for Cognitive or Invisible Disabilities  

This refers to people with autism, dementia, mental health conditions, or other non-visible challenges.  
It includes:  

Use of the Sunflower Lanyard program  
Trained and empathetic staff  
Calm areas and simple, illustrated signage 

Awareness and discreet support foster a welcoming and safe environment for all.

The Benefits of a Destination That Chooses Accessibility - and Promotes It

Accessibility is not merely a matter of technical compliance or an act of sensitivity. It is a strategic choice with clear and measurable benefits, especially when combined with proper promotion and communication to passengers and cruise lines.

1. Differentiation on the competitive map. Cruise planners seek experiences that cater to as many visitor groups as possible. A destination with accessible routes, beaches, and tours is a standout.
2. Increase in participation in excursions. Many passengers with disabilities today remain onboard due to a lack of suitable options. When accessible alternatives are available and well-promoted, participation increases.
3. Positive reputation and word-of-mouth. Travellers with disabilities form strong networks. An accessible destination becomes the subject of recommendations, positive reviews, and active sharing within organized communities.
4. Extension of the tourism season. Visitors who choose destinations based on accessibility often travel during the off-season, thereby enhancing the sustainability of their chosen destinations.
5. Emotional connection with the place. Care and empathy create loyalty. These visitors become the destination’s best ambassadors.
6. Appeal to socially responsible brands. Cruise lines actively seek to include destinations that support DEI (Diversity, Equity, Inclusion) and ESG (Environmental, Social, Governance) objectives. Accessibility becomes part of the destination’s value chain.

Real Examples with Tangible Impact

In destinations where such practices were implemented, the results were evident:

• Passengers with mobility difficulties were able to enjoy the sea through amphibious beach wheelchairs and dedicated beach pathways.
• Participation in shore excursions increased when fully accessible options were offered.
• The adoption of the Hidden Disabilities Sunflower program enhanced the sense of safety and understanding for individuals with autism or cognitive challenges.
• Cruise terminals that applied universal design principles achieved higher efficiency, functionality, and passenger satisfaction scores.

The Data Is Clear

• 1.3 billion people worldwide live with some form of disability
• In Europe alone, the accessibility market potential exceeds €170 billion
• Travellers with disabilities often journey with two or more companions
• Elderly passengers prefer cruise travel, and their numbers are rising
• Accessible destinations enjoy stronger visitor loyalty and repeat visitation

Opportunities and Challenges in Shore Excursions

In one recent panel discussion, “Accessibility of Cruise Passengers: A Sea of Opportunities & Challenges,” I outlined the areas where Shorex operators and destination managers must focus.

Key Responsibilities of Shorex Operators  

Transportation: Secure and certify vehicles with lift access and trained drivers  
Accessibility at Points of Interest: Ramps, elevators, accessible restrooms  
Food & Beverage: Accessible dining seating, menus, and restroom facilities  
Information Management: Proactively provide accessibility details to passengers in advance

Challenges for Independent Travellers:

Lack of Information: Limited details about accessible options make planning difficult  
Low Awareness and Training: Staff must be sensitized and trained  

Safety: Emergency protocols must be inclusive of passengers with disabilities

Proposed Measures for Improvement  

Comprehensive accessibility assessments for excursion sites  
Ensure availability of wheelchair-accessible transportation  
Design wheelchair-friendly itineraries and routes  
Train guides in communication and assistance techniques  
Prepare emergency protocols with accessibility in mind  
Provide clear, accessible pre-tour information

Collaborate with local authorities and businesses  
Gather feedback to enable ongoing improvement

A simple but powerful piece of advice: Take a wheelchair and follow the whole path from ship to shore and through a typical excursion. Only then will you truly understand the challengeς and opportunities of this rapidly growing travel segment.

The Need for Visibility Through Tourism Observatories

Accessibility strategy goes hand in hand with visibility. Destinations must develop dedicated sections on their official websites outlining all available accessible infrastructure – from seatrac-equipped beaches to restrooms and step-free routes. Likewise, local chambers of commerce should map and promote businesses that are accessible and provide adapted facilities.

A Call to Action

At Five Senses Consulting, we work closely with ports, municipalities, and stakeholders to co-create inclusive and meaningful experiences. From Cruise Excursion Books to Cruise Vibe Coding and accessible shore experience planning, accessibility is embedded in our strategy.
Accessibility isn’t a box to check. It’s a decision. A competitive advantage. A commitment to inclusion.  
And it’s a decision that must be made now. Because every passenger deserves to disembark. And every destination deserves to be included.