Skip to main content
Map Contact
Visit Norwich logo
Contact
Become a VisitNorwich Member Industry News

Industry News

For need-to-know industry news from VisitEngland and VisitBritain, keep reading below.

Accessibility Update

The Purple Pound– the combined spending power of disabled households in the UK- is now worth £446 billion per year to the economy.

Sharing accessibility information is extremely important as many people with physical and mental disabilities prefer to look up destinations in advance. A lack of accessibility information is likely to prevent them from visiting.

The most searched for queries include wheelchair accessibility and step-free access (such as ramps and lifts), accessible toilets, accessible parking, how far it is to walk, how loud it is and how bright the lighting is.

Here are some easy ways to improve your accessibility:

  1. Have a clearly titled and easily located ‘Accessibility’ page on your website.
  2. Highlight as many details on facilities, features and support as possible, including accessible toilets, parking and large print documents. Consider offering even more detail, such a detailed list of what is and isn’t accessible, photos and measurements of the above (for example, different sized wheelchairs may or may not class your business as accessible) and videos and digital tours of your business.
  3. Remember accessibility affects a wide range of people, including wheelchair users, d/Deaf people and those with mental health conditions.

Website Accessibility

The accessibility of your website (not just the content) can also influence potential visitors’ decisions. Most people look for details online using a handheld device. Consequently, these need to be clear and easy to find. This offers clearer information and increases customer loyalty. Here are our top tips for displaying accessibility information online:

  • Use headings and subheadings to divide paragraphs and provide clear signposting.
  • Use short paragraphs to make the information more digestible.
  • Make buttons clear with an obvious call to action.
  • Contrast the colour of linked text, make it bold and underline it.
  • Use a screenreader to trial how your website looks to those who use one daily.

An Easy Win: Stoma-Friendly Toilets

Did you know that one of the easiest ways to improve your accessibility is with a stoma-friendly toilet? This doesn’t have to be a disabled toilet – ‘normal’ cubicles can be easily adapted to cater to people using a stoma bag.

Key changes include: hooks to hang clothing and belongings, shelves to lay out medical supplies, bins inside the cubicle (an important addition for male toilets), mirrors (though not always essential) and a stoma-friendly toilet sign.

For more information, please read this guide to stoma-friendly toilets and visit the Colostomy UK website.

Customer-Facing Considerations

Customers living with disabilities claim that their customer experiences are improved if staff have a greater understanding of all disabilities and how it affects different people’s needs.

To improve customers’ experiences, businesses can:

  • Offer better physical access via lower tills, shelves and sliding fridge doors.
  • Consider spacing when changing layouts, particularly at Christmas.
  • Offer to help if someone has an obvious disability (such as crutches or wheelchairs).
  • Approach people kindly and ask what their needs are. Don’t make assumptions.
  • Remember that disabled people enjoy and do everything just like everyone else!

The Business Disability Forum (who offer free webinars) cite Primark as a prime example, with accessible tills and fitting rooms, signposting and dedicated sensory-friendly shopping hours key factors that keep customers returning.

We want to include as much information as possible on our Accessibility in Norwich page! If you make any changes, such as adapting to a stoma-friendly toilet or accepting a Nimbus card, please let us know by emailing [email protected].

This Month’s VisitEngland Sentiment Tracker

You can find VisitEngland’s Domestic Sentiment Tracker for October here.

In this month’s Sentiment Tracker, cost-of-living perceptions have declined since last month, with almost 3 in 5 believing ‘the worst is still to come’ and most UK adults being ‘cautious and very careful’ (48%). Intentions for overnight domestic trips for the next 12 months are broadly in line with 2025, marginally down for November – December and January – March, but on an overall upward trajectory since sentiment in July.

69% are very committed to UK trips for November. The number of UK adults more likely to choose UK trips (34%) outweighs overseas travel (30%) because they are ‘cheaper’ (57%). Perceived financial barriers have seen a slight uplift.

Short breaks will be more prominent in the next few months, with the top destination ‘a city or large town’ for October – December and January – March. For both, ‘hotel/ motel/ inn’ is the leading accommodation, followed by ‘staying in a rented house/ cottage/ flat/ apartment or similar’. The top motivation for both periods is ‘family time or time with my partner’, with the top activity ‘trying local food and drink’.