On 23 February 2026, the industry conference “Accessibility in Tourism” was held at The Bridge Wrocław – MGallery hotel. The event focused on standards for designing services, spaces, and events with people of diverse needs in mind. The conference was organized by the Wrocław Tourism Organization, with the Wrocław Without Barriers Office as organizational partner. Event partners included The Bridge Wrocław Hotel and Wroclaw.pl. The media patron was Wasza Turystyka.
The “Accessibility in Tourism” conference demonstrated that Wrocław treats accessibility as a strategic component of tourism sector development. Pilot research, the development of the Model, and the plan for its digital implementation together form a coherent system of actions that may serve as a reference point for other cities in Poland.
Accessibility is not an add-on to an offer. It is becoming its standard.
Accessibility as a Matter of Respect and Dignity
The conference was opened by Alfred Wagner, President of the Wrocław Tourism Organization:
“When we speak about accessibility in tourism, we speak about respect for another person; we speak about the dignity of every human being.”
It was emphasized that accessibility goes beyond technical infrastructure. It also encompasses communication methods, staff preparedness, reliable information, and service design based on the real needs of users.
Radosław Michalski, Director of the City Brand Department at the Wrocław City Office, referring to the pilot nature of the project, stated:
“Thanks to this study, we were able to diagnose ourselves. I would like to sincerely thank everyone involved in conducting this research — both those who made their spaces available and those who participated in the testing. We hope (…) that we will be able to share these findings not only with Wrocław, but with the whole of Poland — and that everything tested and verified here will become a solution that others across the country will also be able to use.”
He also stressed that a document alone does not change reality — it is attitudes, empathy, and readiness to act that truly drive change.
“Model Standards for Accessible Tourism” – A Practical Tool for the Industry
The central element of the program was the presentation of the document “Model Standards for Accessible Tourism”, developed by BEELINE Research & Consulting on behalf of the Wrocław Tourism Organization, in cooperation with a team of experts coordinated by Janusz Bujko. During the conference, the document was presented jointly by Janusz Bujko and Katarzyna Sobolewska.
The Model was developed on the basis of research conducted in Wrocław, as well as an analysis of existing regulations and national and international best practices.
The project was implemented thanks to funding from the Ministry of Sport and Tourism. Dominik Borek, Director of the Tourism Department at the Ministry, who attended the conference, emphasized the role of the document as a tool setting directions for accessible tourism development also at the national level.
The Model addresses accessibility in architectural, digital, communication, and organizational dimensions. An important component is a self-assessment questionnaire that enables tourism facilities to determine their level of accessibility and communicate it reliably to users.
Next Steps
In the section devoted to future actions, Alfred Wagner emphasized that developing the Model marks not the end but the beginning of the process. As he underlined, the document is intended to be a practical implementation tool rather than merely a set of recommendations.
“The most important action we have already undertaken is the digitization of this Model — the development of a dedicated website that will present the accessibility of individual entities in the tourism sector.”
The planned platform is designed to address the needs of two main target groups. The first group consists of individuals seeking information about the accessibility of tourism facilities. Through a simple search engine and filtering system, users will be able to check what forms of accessibility are offered by hotels, restaurants, tourist attractions, and cultural institutions.
The second group comprises owners and managers of facilities, who will be able to present the scope of implemented improvements and the level of accessibility of their spaces within a unified system.
The aim of the project is to create a reliable and structured source of information on the accessibility of Wrocław’s tourism offer, enhance transparency in communication, and build a competitive advantage for entities investing in barrier-free solutions.
Panel Discussion: “Tourism Without Barriers” – Experience and Practice
An important part of the conference was the panel discussion entitled “Tourism Without Barriers.”
Moderator:
Janusz Bujko – BEELINE Research & Consulting
Panelists:
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Marta Stawińska-Janiec – General Manager, The Bridge Wrocław
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Paweł Parus – Marshal’s Plenipotentiary for Persons with Disabilities
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Rafał Mikołajczyk – Deputy Director, Wrocław Without Barriers Office
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Maciej Jacyna – President, Wrocław Deaf Sports Club ŚWIT Wrocław
The discussion highlighted the importance of honest and transparent communication regarding accessibility.
Paweł Parus noted:
“For me, the key element is honesty. If each facility honestly describes its level of accessibility, that in itself is already a very important element.”
Panel participants also pointed to the need for staff training, the development of digital accessibility, and increased awareness in communication with people with diverse needs, including deaf and hard-of-hearing individuals.
Practical Session and Educational Zone
Following the official part of the conference, the Wrocław Without Barriers Office organized a practical session. At The Bridge Wrocław hotel, participants took part in a guided walk incorporating accessibility experience elements, during which they moved around with blindfolds to better understand the barriers faced daily by blind and visually impaired persons.
An educational zone was also available during the event, where, among others, the Support Centre presented its activities by providing tactile graphics and tactile maps (typhlographics and typhlomaps), enabling participants to explore space through touch.
The event was held under the honorary patronage of the Secretary of State at the Ministry of Sport and Tourism, the Marshal of the Lower Silesian Voivodeship, the Mayor of Wrocław, and the President of the Polish Tourism Organisation.
The conference was addressed to representatives of public administration, the tourism industry, accommodation providers, tourist attractions, cultural institutions, and event organizers.