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Improving accessibility in travel and tourism websites

Knowledge documents

29 April 2025

Improving accessibility in travel and tourism websites

Adventure tourism

Coastal, maritime and inland water tourism

Cultural tourism

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The WebAIM Million report reveals significant accessibility issues on top travel and tourism websites, highlighting a missed opportunity to engage disabled users and improve digital inclusivity.

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WebAIM Million

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Geographical descriptors

Albania

Armenia

Austria

Belgium

Bosnia and Herzegovina

Bulgaria

Croatia

Cyprus

Czechia

Denmark

Estonia

EU-27

Finland

France

Georgia

Germany

Greece

Hungary

Iceland

Ireland

Italy

Kosovo

Latvia

Liechtenstein

Lithuania

Luxembourg

Malta

Moldova

Montenegro

Netherlands

North Macedonia

Norway

Poland

Portugal

Romania

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Türkiye

Ukraine

Organisation Type

Academic / Research and VET Institutions

Company with 250 or more employees

Consumer Organisations

Cultural and Heritage Organisations

Destination Management & Marketing Organisations

Industry Associations and Chambers of Commerce

International Organisations

Local Authorities

Media / Journalist Organisations

National authorities

NGOs / Non-profits

Regional Authorities

SMEs (a company with less than 250 employees)

  • Specific types of tourism

    • Adventure tourism

    • Coastal, maritime and inland water tourism

    • Cultural tourism

    • Ecotourism

    • Education tourism

    • Festival tourism

    • Gastronomy tourism

    • Health and medical tourism

    • MICE tourism

    • Mountain tourism

    • Religious tourism

    • Rural tourism

    • Sports tourism

    • Urban/city tourism

    • Wellness tourism

  • Transition Pathway Strategic Areas

    • Accessible tourism services

    • R&I on digital tools for tourism

    • Tools for data on tourism

  • Business activities

    • Activities of associations and other organisations supporting tourism

    • Other

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The WebAIM Million report, published in February 2025, highlights significant accessibility issues on the top one million homepages on the web. The analysis revealed that many travel and tourism websites fail to meet the needs of disabled users, with common barriers including poor text alternatives for images, low contrast text, and missing form labels. This lack of accessibility not only limits the digital experience for disabled individuals but also represents a missed opportunity for businesses in the travel sector to engage a wider audience. The report underscores the importance of enhancing web accessibility to ensure inclusivity and improve user experience across the digital landscape.

#Travel technology #Innovation in tourism #Destination management #Smart tourism 

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