Universal Design in Sustainable Tourism Certification Schemes

Universal design has played a modest role in Norwegian tourism policy, despite its potential for contributing to a more socially, economically and environmentally sustainable tourism industry. The increased interest in sustainability labeling schemes among tourism actors represents an opportunity to work towards universal design of tourism, provided these schemes encompass universal design criteria. Standards for universal design are important in creating recognizable solutions, not least for visitors who often consume services across different sectors in unfamiliar environments. Against this background, we investigated whether sustainable tourism labeling schemes include suggestions made in standards for universal design. Based on previous research on universal design in the transport sector, a coding structure was constructed and used to analyze a sample of 13 tourism-related standards for universal design and five sustainability labeling schemes used by Norwegian tourism actors. Findings show that labeling schemes for sustainable tourism to a very limited extent incorporate measures described in standards for universal design. Moreover, both labeling schemes and standards are primarily aimed at the physical environment rather than the organizational or social environments, and both dedicate little attention to employees. Nevertheless, standards for universal design comprise a much wider range of measures and user-groups. Integrating them into popular sustainability labeling schemes seems pertinent to raise awareness and foster practices that contribute to improve universal design of tourism.