Ecuador and Cuba Lead the Charge in Accessible Tourism with UN’s New Guidelines to Boost Inclusivity and Economic Growth

Published on December 3, 2025

Ecuador and Cuba are set to make significant strides in the world of tourism by embracing inclusivity and accessibility, thanks to the launch of the Accessibility Guidelines for Tourism Businesses by UN Tourism in partnership with the Agency for Business and Economic Development (AWE). These guidelines aim to help tourism businesses become more inclusive by providing practical steps that can be implemented easily. The release of these guidelines comes just in time for International Day of Persons with Disabilities, making it a pivotal moment for the tourism industry to focus on diversity, inclusion, and accessibility.

As the tourism industry continues to grow globally, it is crucial that we consider everyone, including the millions of people living with disabilities. The new guidelines will help businesses improve their services, attract a broader range of customers, and strengthen their reputation. By focusing on accessibility, Ecuador and Cuba have taken a leading role in transforming the tourism landscape, ensuring that no one is left behind.

The Role of Ecuador and Cuba in Promoting Accessible Tourism

The guidelines, created by UN Tourism and AWE, emphasize the importance of inclusivity in the tourism sector. Ecuador and Cuba, as host countries for future promotional events, are setting the standard for tourism accessibility. These guidelines will be presented at major events in both countries, marking the beginning of a new era in tourism where accessibility is not just an option but a priority.

• Ecuador and Cuba will be key locations for introducing the Accessibility Guidelines to tourism businesses across the globe.
• These guidelines are designed to help businesses enhance their accessibility, improve service quality, and engage a wider audience.
• By embracing accessibility, businesses can not only increase revenue but also contribute to the sustainability of the local economy and workforce.

Key Features of the Accessibility Guidelines

The Accessibility Guidelines for Tourism Businesses offer five practical steps that businesses can follow to improve accessibility:

1. Expand Customer Base: By focusing on accessibility, businesses can tap into a broader market, including people with disabilities, senior citizens, and families.
2. Boost Brand Reputation: Accessible tourism businesses are viewed more positively by consumers, leading to better reviews, stronger brand loyalty, and increased trust.
3. Cost-Effective Improvements: The guidelines suggest ways to make small, affordable changes that can greatly enhance accessibility, such as modifying entrances, installing ramps, or offering alternative formats for information.
4. Higher-Quality Services: Accessibility improvements often lead to better customer service across the board, benefiting all tourists and creating a welcoming atmosphere.
5. Support for Local Communities: Engaging a more diverse local workforce and providing employment opportunities for people with disabilities can boost the local economy.

The guidelines emphasize that improving accessibility is not just about physical modifications but about creating a mindset of inclusion. This approach will help businesses grow while creating a positive impact on local communities.

The Market Potential of Accessible Tourism

Accessible tourism is not just a moral obligation but also an economic opportunity. Over 1.3 billion people worldwide live with severe disabilities, and almost half of all people over 60 have a disability. This vast market represents a significant portion of the global tourism industry, making it essential for businesses to cater to this demographic. The failure to address accessibility needs could lead to missed opportunities, negative reviews, and reputational damage.

By following the Accessibility Guidelines, businesses in Ecuador, Cuba, and beyond can unlock the potential of this market, attracting more customers and fostering a more inclusive and welcoming environment.

• People with disabilities and senior citizens represent up to one-third of the global tourism market.
• Failure to meet accessibility needs can lead to exclusion and negative reputational effects, harming revenue and customer satisfaction.
• Businesses that invest in accessibility improvements can enhance their financial performance and build a competitive advantage in the market.

Long-Term Benefits of Accessibility in Tourism

There are numerous long-term benefits associated with prioritizing accessibility in tourism businesses. Evidence shows that companies that lead in disability inclusion tend to have better financial performance and higher innovation levels. Companies that employ people with disabilities are also more likely to experience higher employee retention, increased loyalty, and greater profitability.

For businesses in Ecuador and Cuba, adopting these practices will help them stay competitive in the growing global tourism industry. They will not only meet the needs of an underserved market but also strengthen their position as leaders in inclusive tourism.

• Companies focusing on accessibility experience up to 28% higher revenue and double net income.
• Businesses with inclusive practices experience faster profit growth, and higher employee satisfaction among those with disabilities.
• A focus on accessibility makes businesses more competitive, enabling them to outperform competitors and increase market share.

UN Tourism and AWE’s Commitment to Inclusivity

UN Tourism and AWE have committed to supporting businesses in Ecuador, Cuba, and other regions in adopting these guidelines. The partnership between these organizations has led to the creation of a triple-win effect that benefits not only tourism businesses but also individuals with disabilities and developing countries like Ecuador and Cuba.

The guidelines will be promoted throughout 2026, with further efforts in Ecuador and Cuba to ensure that businesses are fully equipped to integrate inclusivity into their operations. These promotional initiatives aim to spread awareness, educate businesses, and encourage wider adoption of accessibility practices within the tourism industry.

• The guidelines will be presented at major events in Ecuador and Cuba to support tourism businesses in embracing accessibility.
• AWE and UN Tourism will continue working with German partners to support accessibility initiatives in emerging and developing countries.
• Further promotional efforts will be made throughout 2026 to ensure the global tourism industry is inclusive and accessible to all.

Why Accessibility is Crucial for Ecuador and Cuba’s Tourism Growth

For Ecuador and Cuba, inclusive tourism is not just about meeting regulatory standards—it is about fostering growth, innovation, and expanding the tourism market. As tourism continues to recover globally, businesses that embrace accessibility will have a competitive advantage in attracting a diverse and loyal customer base. By prioritizing accessibility, these countries can become global leaders in inclusive tourism, attracting millions of tourists and setting the stage for sustainable tourism development.

The Road Ahead: Making Tourism Accessible for All

As Ecuador and Cuba continue their efforts to build accessible and inclusive tourism industries, the Accessibility Guidelines will play a pivotal role in shaping the future of tourism in these countries. By adopting these practical steps, businesses can contribute to a more inclusive world where tourism is accessible to all. As more businesses in Ecuador and Cuba integrate accessibility into their operations, the tourism industry will become a catalyst for economic growth, cultural exchange, and positive social change.

Conclusion: Ecuador and Cuba Lead the Way in Inclusive Tourism

The release of the Accessibility Guidelines marks a major turning point for Ecuador and Cuba, as both countries lead the way in making tourism more accessible and inclusive. These countries have the opportunity to transform their tourism industries by embracing the principles of inclusivity and accessibility, providing a richer and more diverse experience for all visitors. The guidelines are just the beginning of a global movement that aims to make tourism a welcoming space for everyone, regardless of ability.

With this initiative, Ecuador and Cuba are setting a powerful example for the rest of the world, demonstrating that accessible tourism is not only a necessity but a driver of economic and social progress. By embracing this approach, the tourism industry can unlock its full potential, making travel accessible to all and ensuring that everyone can enjoy the wonders of the world.