Accessible Tourism is no longer about building ramps and accessible bathrooms. It is about building products and services for a large and rapidly growing market. This is no longer a niche, but rather, a segment that is approaching 25% of the total tourism spend. The market is being driven by the retiring Baby Boomers, who, despite their age, will be unlike any previous generation. There will be active and will travel to relive their youth, albeit at a slower pace. This generation has never taken "no" for an answer and will expect the tourism industry to meet their needs. The attitude of the Baby Boomers is summed up by this quote from Tom Peters: We are the Aussies. Kiwis, Americans and Canadians. We are the Western Europeans and Japanese. We are the fastest growing, the biggest, the wealthiest, the boldest, the most (yes) ambitious, the most experimental and exploratory, the most different, the most indulgent, the most difficult and demanding, the most service and experience obsessed, the most vigorous, (the least vigorous), the most health conscious, the most female,the most profoundly important commercial market in the history of the world … and we will be the Center of your universe our for the next twent twenty-five years ears. We have arrived! The following video from the "Mind the Accessibility Gap Conference" in 2014 summarizes how the tourism industry can go about capturing a lucrative size of this market. Key Points Accessible Tourism is important because it is an investment in the future All investments in accessible tourism studied have paid back There is a high level of loyalty Scandic - of 50 hotels in Europe there was payback in the first year One person may decide what the whole group does, real implications for conferences It is about creating a seamless steam of accessible offers Accessible information has to enable people to make a real choice Small inexpensive things can make a huge difference Accessible tourism is one of the last growing markets in the economy It is a market that is greatly misunderstood and vastly under serviced