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Visit Brighton inclusive tourism innovation case study

Innovation is defined in different ways across the globe and its understanding is often sector specific.
The Oxford Dictionary definition of innovate is to ‘make changes in something established, especially by introducing new methods, ideas, or products.’
Some confuse invention with innovation. Academics argue that innovation differs from invention. Invention is the creation of an idea, whereas innovation is the use of a better idea or method.

Businesses needs to constantly innovate or survive. Inclusive Design is an easy innovation in accessible tourism, here are some benefits of innovation to the visitor economy and the sectors that support it from Visit England:

Visit England accessible destinations programme


  • Increase profit margins
  • Stimulate business growth
  • Grow competitive advantage
  • Respond to consumer demands
  • Diversify for new markets
  • Improve customer satisfaction

Visit Brighton photo route destination innovation


  • Increase competitive advantage
  • Stimulate economic growth
  • Deliver greater job opportunities
  • Encourage inward investment
  • Promote sustainability
  • Build image and reputation

Supporting sectors

  • Provides a route to market
  • Opportunities for diversification
  • Increases profitability

Visit England are running a number of destination pilots and asked Enabled City to participate in their Visit Brighton destination pilot using PhotoRoute.

Our brief

All partners needed to be included in step free PhotoRoute walking maps including accommodation partners (who have National Accessible

Scheme grading) and attraction partners the Royal Pavilion, Brighton Museum and Preston Manor.
Direct routes were provided from nearest rail stations to accommodation and local itineraries (circular tours) for visitors locally to give a taste of Brighton’s cultural gems and highlights, of which there are many.

Suzanne Mantell, Visitor Services Manager at VisitBrighton said “We are delighted to be working with PhotoRoute and view the new walking maps as a very important addition to our information on accessible Brighton. We are sure they will inspire confidence in all visitors that Brighton is a city that can cater for all degrees of mobility, and one that can offer a quality experience to all visitors”.

Follow this link for Visit Brighton case study

Visit England’s destination pilots conclude with a national co-branded newspaper campaign at the end of summer 2013.