Sensory Tourism Australia issues call to level up accessible tourism
Use of famil groups to link blind and low-vision travellers with destinations a win-win, Sensory Tourism Australia says
Sensory Tourism Australia has called on regional tourism organisations and local governments to take accessible tourism to the next level — to transform recent investments in infrastructure, training, and consultation into seamless, real-world visitor experiences.
With strong momentum across Australia’s visitor economy, many destinations have invested significantly in accessibility. In partnership with not-for-profit operator Cocky Guides, Sensory Tourism Australia is now focused on ensuring these investments translate into meaningful, high-quality experiences for travellers with lived experience.
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Heading into Tourism Australia’s largest annual trade event, the Australian Tourism Exchange in Adelaide this May, Sensory Tourism Australia will reaffirm its partnership with Cocky Guides through immersive familiarisation (famil) programs.
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These bring groups of blind and low-vision travellers into regions to test, refine, and showcase accessible tourism offerings, while inviting destinations and operators to connect and learn more.
Sensory Tourism Australia Director and co-founder Kellie Hayes said the industry is ready for the next step.
“There has been significant investment in accessible tourism across infrastructure, training, and industry development.
“Now it’s about ensuring destinations see a return on that investment — by welcoming travellers with lived experience to genuinely enjoy those improvements.”
“Our role is to help bring that investment to life, so it translates into real bookings, stronger experiences, and long-term value for the visitor economy.”
Cocky Guides founder James (Buck) McFarlane said small refinements can make a big impact.
“A lot of the investment has already been made. What we want to see now is that investment come to life — with travellers with lived experience not just accessing experiences, but truly enjoying them. That’s where the real return on investment happens.”
The famil model was piloted with Destination Port Stephens and has since expanded to include collaborations with Tourism North East, Tweed Tourism Co, and Reflections Holidays.
Sensory Tourism Australia is now inviting expressions of interest from regions and operators looking to elevate their accessible tourism offering in the 2025/2026 financial year.
“This is about moving beyond accessibility as a concept,” Hayes said.
“It’s about delivering service excellence — where every traveller feels included, capable, and genuinely welcomed.”
