Creating accessible and inclusive tourism experiences opens doors to thousands of potential visitors. At this year’s British Tourism & Travel Show, James Dixon-Box, Operations Director at the Marsham Court Hotel, will share his insights during the panel session, ‘Travel Without Limits: Designing for Accessibility and Inclusion’ on Wednesday 19 March, 3:00 – 3:50pm in the Keynote Theatre.
With approximately one in five people in the UK reporting a disability and an estimated 15-20% of the population being neurodivergent, creating inclusive experiences is more important than ever. James’ session will focus on how to develop a culture of inclusivity and empower teams to deliver exceptional experiences for guests with various requirements, including neurodiversity, physical impairments, and mental health considerations.
We caught up with James to explore his work, his thoughts on accessibility in tourism, and the advice he has for businesses looking to become more inclusive.
Introducing James Dixon-Box
James is a fourth-generation hotelier who has grown up in the hospitality industry, living in his family’s hotel from the age of two. With extensive experience across various restaurants, from top London venues to large chains, James spent eight years in corporate events management before returning to his family business. Under his leadership, the Marsham Court Hotel has become one of the UK’s most accessible hotels, recognised for its commitment to both guest accessibility and being a Disability Confident Leader.
Can you tell us more about your business?
“The Marsham Court Hotel is a family-owned and operated hotel in the heart of Bournemouth. As well as private guests, we specialise in catering for group travel. This includes coach tours as well as a whole host of special interest holidays including Dance, Bridge and Whist, Arts & Crafts and much more.
“We are also one of the most accessible hotels in the UK. We have spent years ensuring that we offer an inclusive experience for all of our guests including enhanced staff training, specialist equipment and unique facilities. From the moment of enquiry, right through to the end of the stay, we pride ourselves on giving every one of our guests the same wonderful experience, whatever their additional requirements are. Our accessible features include fully accessible bedrooms with ceiling track hoists, profiling beds and accessible bathrooms, a changing places toilet and shower, a sensory room and a swimming pool hoist.”
What are the most rewarding and challenging aspects of your job?
“The most rewarding part of my job is seeing the smiling faces of not only our guests, but also our team, as they enjoy their time with us. I work very hard to ensure that I support and develop my team in their roles so that they can be happy at work and deliver an amazing experience. The most challenging part of my job is making sure we are staying ahead of the game and keeping up with trends. Our industry is ever changing and there is always something new to reach for. It does keep it interesting though!”
What’s the best advice you’ve received, and what’s your biggest takeaway from this year?
“The best advice I’ve received is ‘none of us is smarter than all of us’. My biggest takeaway is, as much as I work to support my team, I should remember that sometimes I need support too, and my team are willing to give it.”
What are you most looking forward to at the show?
“Our business is about people and developing relationships – having that view is the only way to successfully grow your business. It is so much easier to do that face to face and, with everyone in the same room, it is the best place to be. The vibe last year was really positive and we really enjoyed being there.
When I go to shows I always come away with something I wasn’t expecting. I tend to go in without too many expectations. I do really hope that I can inspire at least one tourism business to focus on accessibility as a key business strategy. If I manage that, I will have succeeded in my mission.”
What can visitors expect to learn from your session that will benefit their organisation?
“There is a fear around accessibility – that it will be expensive and hard to implement. I hope to show people that there are some easy and cost-effective ways to make big changes that can open you up to a new market and really impact your business.”
Based on your area of expertise, what advice would you give tour operators and group travel organisers?
“When looking at accessibility, staff training is key. Don’t focus solely on facilities and forget that your team need to know how to facilitate. You need to give them the confidence to simply ask, ‘how can we help you’.”
What are the biggest challenges and opportunities for the group tourism industry today?
“Uncertainty surrounding the cost of living is forcing people to book at the last minute and value for money is everything. Don’t try to be all things to all people. Focus on what you do and do it well. That will make sure people return and, in the current climate, holding on to customers is imperative.
Opportunities lie in collaboration, and we have our biggest successes when we get involved in both the local business community and the wider national tourism organisations. We can only grow the industry if we all work together.”
What do you see as key tourism trends for 2025 and beyond?
“We are seeing an increase in active tourism (such as walking/hiking groups, etc.). This is something we are following closely as we are so close to the Jurassic Coast.”
How do you manage the challenges of staff shortages in the hospitality industry?
“For me, the solution to this lies in taking care of your team and ensuring long service. We have a huge focus on employee wellbeing, mental health awareness and team engagement. Create a culture of support and care – this will naturally build loyalty. A happy team will also result in happy customers!”
Creating Accessible Tourism
James’ approach highlights how accessibility is not just about infrastructure – it’s about people, culture, and a commitment to making every guest feel welcome. His insights reinforce the idea that small, thoughtful changes can have a huge impact, not only for disabled travellers, but for businesses looking to expand their reach and reputation.
At this year’s British Tourism & Travel Show, James will join a panel of experts working to break down barriers in travel. Alongside Ray Veal (Tourism for All), Cheryl Everitt (A Wheel and Away), and Hester Grainger (Perfectly Autistic), he’ll share practical strategies to help businesses create truly inclusive experiences. You can view the full programme here.
Register now to join the conversation on 19 March at 3pm, and gain valuable takeaways to bring accessibility to the heart of your business.
