Lately I’ve been exploring a big question: how do societies truly thrive when everyone is included?

That exploration took me (virtually) to Turin this week for the Destinations for All World Summit on Accessible Tourism. I was meant to be there in person, but when my care assistant became unwell, I couldn’t make the trip.

While plans changed, the mission didn’t. Thanks to the organisers, I was still able to join remotely for a fireside chat on the business case for accessible tourism – a topic I’m deeply passionate about.

We often talk about accessibility as a moral imperative, but it’s also a powerful economic and brand opportunity. There are more than one billion disabled people worldwide, representing a travel market worth hundreds of billions each year. When destinations and businesses design with inclusion in mind, they don’t just remove barriers, they open doors to new audiences, loyalty, and reputation.

My advice to the tourism industry is simple:

– Listen to disabled travellers – co-create solutions rather than guessing.

– Embed accessibility from the start – it’s easier, smarter, and more authentic than retrofitting.

– Tell inclusive stories – representation matters just as much as ramps and rooms.

Even from my living room webcam, the conversation in Turin reminded me how connected we all are in shaping a more inclusive world.

Societies and businesses truly thrive when everyone is included.