See What Each Session Will Deliver for Your Business.
Liverpool City Region is entering a defining moment.
Over the next two years, the region will host an extraordinary line up of global events, from the Inclusive Sport and Culture Festival in May 2027, to the Tour de France Grand Départ in July, the Wheelchair Basketball European Championships in September, and UEFA Euro 2028.
These events will bring new audiences, new expectations, and new opportunities.
For visitor economy businesses, the question is simple, are you ready?
Accessibility is no longer a nice addition. It is a core part of delivering the kind of seamless, high-quality experiences that today’s visitors expect today. Industry research shows it is worth £14.6 billion a year, with the wider “Purple Pound”, the spending power of disabled consumers, estimated at £274 billion.
Janet Nuzum, Liverpool City Region’s Visitor Economy Sector Manager, is clear about the scale of the opportunity, and why businesses need to act now.
“As a region, we have such an exciting opportunity in front of us, but we must recognise just how big this market really is. One in four people in the UK are disabled, so we are not talking about a small or specialist audience, this is a huge, mainstream part of society. And when you consider families, carers and companions, the impact grows even further. Every accessible experience has the potential to welcome far more people than businesses might realise.
“What is important is how this audience chooses to travel. Disabled visitors and their companions account for up to one in five trips, and when they have a good experience, they stay longer, they spend more, and crucially, they come back. That loyalty is incredibly powerful.
“At the same time, we know there are still millions of trips that simply are not happening because people do not feel confident about access. For businesses across Liverpool City Region, that is a clear opportunity. If you take steps now to improve accessibility, you are not just making your doors more open, you are building stronger relationships, increasing repeat visits, and putting your business in a much better position for the future.”
The Accessibility for All Forum 2026 has been designed to help you take that step.
Taking place on 29 June at M&S Bank Arena, this free forum brings together leading experts, practitioners and voices with lived experience, all focused on one thing, helping businesses become truly event ready.
Below is your guide to the day, who you will hear from, and exactly what each session will deliver.
HEAR FROM EXPERTS LEADING THE ACCESSIBILITY AGENDA
The forum is built around a simple idea, connecting businesses with the people shaping accessibility at every level, from national strategy to real world delivery.
Each session has been designed to move you forward, from inspiration and insight, through to practical action.
10:10 – OPENING KEYNOTE, WHY ACCESSIBILITY MATTERS MORE THAN EVER
Accessible tourism is not niche; it is one of the biggest growth opportunities in the
Ade Adepitan MBE, Paralympian, Broadcaster and Accessibility Advocate
The day opens with Ade Adepitan, one of the UK’s most recognisable and respected voices on accessibility and inclusion.
As host of the forum, Ade will guide the conversation across the day, starting with a powerful keynote that sets the tone.
Drawing on his lived experience and global perspective, he will challenge the room to think differently about accessibility, not as something added on, but as something designed in from the very beginning.
This is where the shift begins.
What this session will give you:
- A clear understanding of why accessibility now sits at the heart of customer experience
- A fresh perspective on how inclusive thinking strengthens your offer
- The motivation to act with confidence
10:20 – PANEL ONE, LEVEL PLAYING FIELDS, ENSURING ACCESSIBILITY ACROSS EVENTS
David Clarke OBE, Amy Truesdale MBE, Clare Briegal MBE
This is where strategy meets reality.
The first panel brings together leaders in sport, major events, and lived experience to explore how accessibility shapes destinations, not just experiences.
- David Clarke OBE, CEO of the British Paralympic Association, shares insight into how accessibility influences major events, destination reputation, and long-term growth
- Amy Truesdale MBE offers first-hand perspectives as elite athletes, highlighting what good accessibility really looks like, and where expectations are changing
- Clare Briegal MBE connects this to Liverpool City Region, outlining how these expectations are being translated into action locally
Together, this session explores what works, what does not, and what needs to happen next.
What you will take away:
- A clear picture of what “good” looks like in practice
- Insight into how accessibility shapes visitor experience and perception
- Practical guidance on what your business should be doing now
11:05 – NETWORKING BREAK AND INTERACTIVE SPORTS ACTIVATIONS
This is your chance to experience accessibility in action.
During the break, you will be invited to try activities including wheelchair rugby, basketball, boccia and racing, offering a hands-on insight into inclusive sport and the importance of designing experiences that work for everyone.
What this session will give you:
- A practical understanding of inclusive sport in action
- A fresh perspective on accessibility from the participant’s point of view
- The opportunity to engage, experience, and reflect before the next session
11:30 – NATIONAL INSIGHT, UNDERSTANDING THE OPPORTUNITY AHEAD
Ross Calladine, Accessibility and Inclusion Lead, VisitEngland
This is your opportunity to step back and see the bigger picture.
Ross Calladine leads accessibility and inclusion for VisitEngland and is a recognised authority in the field, having also served as the UK Government’s Disability and Access Ambassador for Tourism from 2022 to 2026.
His work focuses on helping destinations and businesses unlock the full value of accessible tourism through practical frameworks, toolkits, and measurable improvements.
In this session, Ross will explore how the market is evolving, what visitors expect, and how destinations are working to improve accessibility in meaningful ways.
What you will gain:
- Insight into national trends shaping the visitor economy
- A clearer understanding of the accessible tourism opportunity
- Practical context to help position your business for growth
11:40 – PANEL TWO, THE CORNERSTONES OF SUCCESS, ENHANCING THE VISITOR EXPERIENCE
Rio Boothe, Niamh Parrington, Christopher Massam, Terri Balon
If the first half of the day sets the direction, this is where it becomes real.
This panel focuses on the detail, the everyday moments that define whether a visitor feels confident, welcome, and likely to return.
- Rio Boothe, para-athlete and content creator, shares the perspective of a modern disabled traveller, highlighting what builds trust, and what instantly puts people off
- Niamh Parrington, from Eureka! Science + Discovery, explains how an award-winning attraction delivers inclusive experiences day to day
- Christopher Massam, Accessibility Lead at Everton Football Club, offers insight into improving accessibility across large scale venues
- Terri Balon, from RNIB, brings expertise in removing barriers for blind and partially sighted visitors
This is where small changes become powerful.
What you will learn:
- Where accessibility most often breaks down across the visitor journey
- How to build confidence and trust with visitors
- The simple, practical improvements that make the biggest difference
Why This Matters Now
Liverpool City Region has built a reputation for delivering world class events, and the next phase will take that to an entirely new level.
The businesses that succeed will be those that adapt early, understand their audiences, and deliver inclusive experiences with confidence.
This forum gives you direct access to the insight, expertise, and practical advice needed to do exactly that.
RESERVE YOUR PLACE
This is your opportunity to learn from national leaders, hear directly from people with lived experience, and gain practical tools you can apply straight away.
Places are free, but demand is high.
If you want to be ready for what is coming next, and make the most of the opportunities ahead, now is the time to act.
Secure your free place today and take the first step towards becoming truly event ready. Register now HERE.
Find out more about the event’s speakers HERE.