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MotivationBeyond the Minimum:
From Compliance toCompetitive Advantage
©L. MacDonald, 2014
Lorin MacDonald/Excellence Canada
Sunday, July 13, 2014
Ontario’s Message
Day in the Life of Lorin
Proactive preparation for the rapid growth of baby boomers and people with disabilities is good business
The value of their combined spending power to the Canadian economy via inclusive tourism is a tremendous opportunity
The Parapan Am Games in Toronto next summer and initiatives undertaken around the world are excellent showcases for the benefits of inclusive tourism
Setting the Stage
3.8 million Canadians live with a disability; approximately 2 million are Ontarians
56.7 million Americans have a disability
Today, over 60 million people in North America are living with a disability
Disability by the Numbers
The first baby boomer turned 65 on January 1, 2011
In the U.S., someone turns 50 every 7 seconds — that's approximately 4.5 million people a year (U.S. Census)
By 2015, those aged 50 and older will represent 45% of the U.S. population (AARP)
Here Come the Boomers!
9.6 million Canadians76.4 million Americans
86 million baby boomersin North America
And that number is rapidly growing!
Here Come the Boomers!
The number of Ontarians aged 65 and over is projected to more than double within the next 20 years
Approximately 40 per cent of baby boomers in Canada will be retiring with some form of a disability
The Boomer Impact in Canada
In less than 10 years, consumers age 50+ will control the economy for the first time in history
By 2015, the U.S. baby boomer generation will command almost 60 per cent of the net U.S. wealth and 40 per cent of spending
In many categories, boomers will represent over 50 per cent of consumption and will comprise a majority of the share growth
The Economic Potential
Canada’s mainstream tourism industry saw significant growth in 2011, contributing to the Canadian economy:
$63.6 billion (domestic travellers) $15.1 billion (overseas travellers) $78.7 billion in tourism revenues
Tourism in Canada
The goal is to accommodate the broadest range of tourists possible without stigma or the need for special accommodation
At its best, this means everyone travels together in the same vehicle to the same destination, where they enjoy the same activities, regardless of type of disability
What is Inclusive Tourism?
75 per cent of people with disabilities in Canada, the United States, and Europe are physically and financially able to travel, and do so with their caregivers, family, and friends
Travelers with disabilities represent the fastest growing and largest untapped tourism market in the world today
The Power ofInclusive Tourism
42% of all travel industry purchases happen online, and adults 50+ account for 80% of all luxury travel spending
Boomers will raise the total value of the Inclusive Tourism sector to over 25% of the mainstream travel market by 2020
The Power ofInclusive Tourism
Hot off the press research from the University of Surrey, commissioned by the European Commission
Most comprehensive research on Accessible Tourism carried out so far in Europe, demonstrating very clearly that accessibility is the new frontier for the EU tourism sector
The Latest Research
Travellers within the EU who required special access, whether through disability or age undertook 783 million trips within the region in 2012, contributing 394 billion Euros and 8.7 million jobs to the European economy
If European destinations were fully accessible, this demand could increase up to 44 per cent a year, which would result in an additional 142 billion Euros GDP and 3.4 million jobs for the European economy
Latest Research
“The worry of many small and medium-sized businesses has been recouping the cost of adapting for special access needs. This research shows that this cost will not only be recovered, but will result in market growth. In the long-term, commitment is required from both the public and private sectors. However, even small changes in the meantime will reap massive awards.”
Latest Research
The European Commission identified seven key recommendations for improving accessibility in the sector
Far from being a niche sector, accessible tourism is a huge market opportunity
The research provides clear evidence that accessible tourism services are also better services, increasing the visibility and reputation of tourism destinations thereby giving operators a competitive edge
Latest Research
By embracing the principles of Inclusive Tourism, the business community will be uniquely positioned to shift the paradigm away from compliance toward adopting a strong and robust economic argument
By delivering increased value, Canadian businesses will gain first mover advantage within the international travel industry
The Canadian Opportunity
The largest Parapan Am Games ever held will take place in Toronto from August 7-15, 2015
This will be the fifth edition of the Games and will feature 1,608 athletes from 28 countries competing in 15 sports
Countdown to the2015 Parapan Am Games!
The tourism industry is a key economic driver
An opportunity to champion industry-led initiatives that enable tourists to identify attractions, accommodations, events, and facilities that are accessible to all
The 2015 Parapan Am Games
About more than legislative requirements or the right thing to do …
About more than people getting to enjoy the opportunity to travel and have new experiences …
The Legacy ofInclusive Tourism
The Canadian tourism industry and the business community benefits by attracting more consumers and increased incomes, thereby boosting local economies
Society as a whole benefits from the creation of new jobs, increased tax revenues, and the legacy of more accessible environments for local communities and visitors
The Legacy ofInclusive Tourism
Increased tourism
New jobs
Increased tax revenue
More accessible communities
Everybody wins!
Long-term Benefits ofInclusive Tourism
To leverage the financial benefits of inclusive tourism
To benefit from case studies of inclusive tourism in action from other countries, i.e., Barbados - invaluable in propelling culture change
To become a sector leader and seize first-mover advantage of this growing market
Now Is The Time!
All it takes is for the first personto start dancing!
First Follower