A market hiding in plain sight at WTM Africa
At this year’s WTM Africa in Cape Town, a powerful message echoed through one of the most talked-about panels: the travel industry is sitting on a massive opportunity and it starts with accessibility.
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Experts said that small, practical changes in communication and customer service could open the door to a fast-growing, high-spending segment that is still largely overlooked in South Africa’s tourism sector.
That segment is the accessible travel market South Africa, made up of travellers with disabilities and neurodivergent needs who are actively seeking better-designed travel experiences.
And according to the panel, they’re ready to spend — if the industry is ready to meet them halfway.
A trillion-dollar global opportunity South Africa can’t ignore
The numbers are difficult to overlook.
About 2.5 million people in South Africa live with disabilities, according to the 2022 Census by Statistics South Africa, and that figure is widely believed to have grown since.
Globally, the opportunity is even bigger. Research from Dataintelo estimates that the accessible travel market — including elderly travellers and people with disabilities — was worth over US$1 trillion (about R16.4 trillion) in 2025, and could grow to US$1.9 trillion (around R31.2 trillion) within the next decade.
For many in the tourism industry, that figure reframes accessibility not as a compliance issue — but as a major economic opportunity.
“We are willing to pay”, but communication is everything
Cape Town-based TV presenter and deaf solo traveller Jabaar Mohammed shared a perspective that struck a chord across the panel.
His message was simple: travellers with disabilities are not looking for special treatment — they’re looking for clear, accessible information.
“We are willing to pay for full service,” he explained, “but suppliers need to understand how to accommodate our particular needs.”
For deaf travellers, that means more than just email support. It means real-time communication options, especially during disruptions when decisions need to be made quickly.
Mohammed highlighted instant messaging between travellers and agents as a major gap — one that could dramatically improve the travel experience.
Why detail makes or breaks a trip
One of the biggest frustrations raised during the discussion was the lack of detailed information available before booking.
Too often, travellers only discover crucial accessibility details after payment — a risky and sometimes stressful situation.
Simple questions can make all the difference:
Is the accommodation fully wheelchair accessible?
Are slopes steep or manageable?
Does the room have a bath or walk-in shower?
Will a wheelchair fit through doorways?
Are emergency alerts visible or audible?
Founder of Warriors on Wheels, Diedre Gower, explained that these aren’t “extra” questions — they are essential safety and comfort checks that are often missing from travel listings.
Visual content also matters. Videos, images, and even virtual walkthroughs of accommodation or facilities can help travellers make informed decisions long before they arrive.
Neurodivergent travellers and the need for thoughtful flexibility
The conversation didn’t stop at mobility or sensory disabilities.
Adrian Lange, CEO and founder of Tourism That Cares, highlighted the needs of neurodivergent travellers — including those with autism or OCD — who may experience travel very differently.
Sometimes, he explained, even small changes in environment can have a big impact. Something as simple as hotel staff moving personal belongings during cleaning can create unnecessary stress.
The solution, according to Lange, isn’t to overhaul everything — but to introduce small, thoughtful adjustments such as:
Offering quieter travel seasons
Providing lounge or fast-track options
Checking in with travellers throughout their journey
The message was clear: consistency, communication, and sensitivity matter more than complex redesigns.
The biggest mistake: assumptions
Across the panel, one theme kept resurfacing — assumptions.
Too often, service providers assume what a disabled traveller needs without asking them directly.
Mohammed shared a common example: being automatically handed a wheelchair when informing airlines of his disability — even when that wasn’t what he required.
This kind of assumption, while well-intentioned, can miss the actual need entirely.
Instead, travellers said they value being asked, listened to, and included in the planning of their own journey.
A shift the travel industry can’t afford to ignore
What made the discussion at WTM Africa stand out was not just the challenges — but how solvable they are.
This is not about expensive infrastructure overhauls. It’s about:
Clearer information
Better communication tools
More detailed listings
And human-centred service design
In other words, small changes with potentially big returns.
A growing travel segment waiting to be seen
For South Africa’s tourism sector, the message is becoming harder to ignore.
The accessible travel market is not a niche anymore, it is a rapidly expanding global industry worth trillions, driven by travellers who are willing and able to spend when their needs are properly understood.
And as the panel in Cape Town made clear, the gap isn’t demand.
It’s design.
