Landmarks across the region will light up purple as visitor economy businesses come together to mark Purple Tuesday –a worldwide initiative for accessibility and inclusion.
Purple Tuesday is a global social movement and the #1 brand for improving the customer experience for disabled people and their families 365 days a year.
To mark the region’s commitment to being an open and accessible destination, iconic landmarks across the region from the Gateshead Millenium Bridge, to the magnificent Sunderland Empire theatre‘s Edwardian entrance will tonight (12th November) sport a distinctive purple hue, as they light up to celebrate all things accessibility and inclusion, shining a light on disabilities, both visible and non-visible.
England’s first Destination Development Partnership – Destination North East England is leading the charge to help the region to become one of Europe’s most accessible, inclusive and welcoming destinations, hoping to capitalise on our world-famous welcoming reputation and ensure everybody can have an unforgettable visit to North East England.
The partnership has ambitious plans to double the value of the visitor economy over the next 10 years and aims to ensure the region is best placed to welcome its share of the more than 700,000 inbound visits to the UK from people with disabilities or impairments that visited last year. By becoming one of Europe’s most accessible and inclusive destinations, the region stands to benefit greatly from the more than £14.6 billion spent annually on tourism trips in England by those with an impairment.[1]
Hosted by Destination North East England, Purple Tuesday began with an inspiring mini conference, hosted at inclusive venue Northern Stage in Newcastle, as industry, business leaders and regional stakeholders heard from accessibility and disability experts from VisitEngland, AccessAble and Access & Inclusion UK, alongside some of the region’s top visitor attractions and tourism spots about their accessibility journey. As the event got underway, the tourism and hospitality industry reaffirmed its commitment to accessibility and inclusiveness, supporting Destination North East England plans for transforming the visitor economy.
Delegates were treated to a video spearheaded by intercity train operator and NewcastleGateshead Initiative partners Lumo, alongside, Eldon Square, Go North East and Northern Stage which follows service users with disabilities from the region’s Percy Hedley Foundation as they spend a day in Newcastle, accessing vital facilities like accessible boarding support at Central Station, Changing Places toilets at the theatre, lowered service counters and sensory packs at Eldon Square and next-stop announcements aboard a dedicated Go North East bus.
To further highlight the accessibility features at the region’s key gateways, teams also visited Newcastle International Airport, recently given top marks by the Civil Aviation Authority (CAA) for its disability services, to film content showcasing the support for disabled travellers from all over the world flying into the region’s airport.
Businesses were also signposted to a range of dedicated support, advice and resources designed by experts to help visitor economy businesses navigate the accessibility and inclusion landscape, encouraging businesses to account for visible and non-visible disabilities when designing their visitor experience.
Chair of Destination North East England John Marshall said: “We are famed for our North Eastern welcome, ensuring every visitor receives our trademark warm and ‘canny’ embrace. Being open and accessible to everybody is not only the right thing to do but it makes business sense too, helping to grow our audience and access the multi-billion Purple Pound market, making sure even more people can come and experience our wonderful region, without barriers.”
“As we work to double the value of the visitor economy, it is fantastic to see landmarks around the region displaying their purple pride and to see partners from across the industry come together today to commit to making the North East a truly accessible and inclusive place to visit.”
Martijn Gilbert, Managing Director of Lumo, said: “It was a pleasure to join forces with organisations across Newcastle as we marked Purple Tuesday – an important celebration of accessibility and inclusion. The film we created really demonstrates what a welcoming place Newcastle and the wider region is to both live in and visit.
“Our commitment at Lumo is to deliver a consistent, high-quality service, making journeys easy, convenient and above all ensuring that accessibility is at the forefront of everything we do. Our industry-leading customer satisfaction score of 96% demonstrates our promise to ensure that all of our passengers have a safe and enjoyable journey. We believe that everyone has a right to travel confidently and independently.”
Speaking at the event on Tuesday, Carrie-Ann Lightly, accessible travel blogger and Head of Marketing and Communications at AccessAble said: “Embracing accessibility through Purple Tuesday and tools like the AccessAble Detailed Access Guides is a game-changer for businesses in North East England. With professionally surveyed guides, businesses can showcase their commitment to accessibility, making a welcoming first impression for millions who rely on our information annually.”
“As a wheelchair user who has explored the North East – from Northumberland’s landscapes to accessible spots like Seaburn and Bowlees – I know the value of clear, dependable accessibility information. This initiative not only opens doors for more visitors but provides venues with a tailored report, offering practical steps to enhance inclusion. Together, we can make the North East a leader in accessible tourism, ensuring all visitors feel valued and empowered to explore the incredible region.”
Destination North East England is led by NewcastleGateshead Initiative on behalf of the region, working with delivery partners Visit Northumberland and Visit County Durham and in in partnership with all seven local authorities to unlock the growth potential of the visitor economy.
Businesses in the visitor economy are invited to sign up to Destination North East England’s newsletter to be the first to hear about a range of support and resources available from accessibility experts.
[1] Data: VisitEngland International Passenger Survey & Value of the Purple Pound Report[1]