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