Open Call - All Access Pass: The Future of Inclusive Tourism

Be a Pioneer in Transforming Tourism with 5G and Immersive Technologies!

Tourism drives the North East’s cultural and economic vitality, attracting thousands to sites like Hadrian’s Wall and Alnwick Castle. Yet, challenges remain—making sites accessible, adapting to weather, and engaging visitors without personal tech. With 5G and immersive tech, we have a unique chance to overcome these barriers and create inclusive experiences.

Funded by the North East Combined Authority and built in partnership with Destination North East England, the "All Access Pass" programme invites you to collaborate with industry leaders, push boundaries, and develop pioneering solutions for the tourism industry. Destination North East England, is the first-ever Destination pilot in England with an ambition to unlock the untapped potential of the visitor economy, supporting industry to overcome challenges, by developing our eco system, attracting investment and supporting industry.

Together, let’s make the North East a leader in accessible and inclusive tourism.

The Business Challenge: What We’re Solving

Your solution should seek to address a challenge that hasn’t already been solved or increase adoption of existing technology. It should leverage 5G and immersive technologies that will break down accessibility barriers, encouraging visitors to deepen their engagement with the sector, whether by returning frequently, staying overnight, or extending their visit to explore more of the region.

This challenge focuses on using 5G and Immersive technology to create solutions to three critical areas for innovation:

1. Accessibility for Disabled Visitors

The North East’s historic sites and attractions often pose barriers that prevent many disabled individuals from fully engaging with the experiences. Over 11 million disabled people in the UK contribute around £14.6 billion annually to the travel sector, yet 70% encounter barriers at attractions. By removing these obstacles, we create an inclusive environment, strengthen the North East’s reputation for accessibility and boost the local economy. How can we use 5G and immersive tech to help every visitor enjoy these sites equally?

2. Adapting Experiences for Bad Weather

The North East is celebrated for its rugged coastlines, dramatic landscapes, and rich outdoor experiences. Yet, anyone familiar with the region knows our weather has a personality all its own! Unpredictable weather can limit access to outdoor experiences, leading to decreased visitor retention. Building climate resilience in tourism means creating ways to keep attractions engaging and accessible, even when the skies don’t cooperate. We’re looking for solutions to build climate resilience—whether through technology for better forecasting, real-time environmental monitoring, or immersive indoor alternatives to keep visitors engaged.

3. Immersive Experiences for Visitors Without Technology

Not every visitor has a smartphone or is comfortable with tech. Creating accessible, device-free immersive experiences opens tourism up to a broader audience and brings real commercial value. Imagine shared installations, touch-free exhibits, or group experiences that welcome everyone. How can we ensure that everyone, including those without personal devices, can enjoy tourism experiences?

Why This Challenge is Important

Making tourism more accessible is not only the right thing to do—it’s a major growth opportunity. The "All Access Pass" challenges are crucial for the North East because they address significant barriers that can limit tourism’s impact on the region, tourism businesses, and individuals.

• For the Region: Making tourism more accessible and resilient to climate challenges strengthens the North East’s economy, boosts its reputation for inclusivity, and showcases it as a welcoming, innovative destination. It aligns with sustainability goals, protecting local landscapes and supporting green tourism.
• For Tourism Businesses: By removing barriers for disabled visitors, preparing for weather disruptions, and ensuring access for those without personal tech, businesses can expand their customer base, drive repeat visits, and build loyalty. Accessibility improvements and tech innovations help them remain competitive and relevant in an evolving market.
• For Individuals: Accessible tourism ensures that all visitors—regardless of ability, comfort with technology, or weather conditions—can enjoy a full, engaging experience. It enriches their connection to the North East’s heritage and landscapes, making visits memorable and encouraging positive word-of-mouth.

Who Should Apply?

• We invite organisations across the North East of England interested in, or already working within, the visitor economy and tourism sector.
• Eligible organisations should have fewer than 250 employees, an annual turnover under €50 million, or a balance sheet total under €43 million.
• This open call welcomes projects at any stage - from early concepts to market-ready solutions.
• Your solution should leverage 5G and immersive technologies to break down accessibility barriers, ensuring every visitor enjoys a rich and inclusive experience.

If you don’t meet the location or size criteria but are passionate about participating, please reach out to Jenna Ingoe at jenna.ingoe@sunderlandsoftwarecity.com.

Programme Highlights

Over a 10-week journey, participants will benefit from:‍

Industry-Leading Guidance: Gain insights from experts at Destination North East, Vodafone, Accelleran, and others who are leading the way in accessible, tech-driven tourism.

Cutting-Edge Technology: Experiment with 5G and immersive tech in our state-of-the-art lab.‍

Hands-On Support from Accessibility and Digital Experts: Work with specialists in accessibility, digital consulting, and design to make your solution inclusive and impactful.‍

Growth and Development Support: Connect with consultants and industry leaders who can help you take your solution to the next level, preparing you to seek investors independently once your project is ready.‍

Investment Readiness: Build a polished pitch deck, develop a strategic roadmap, and refine your presentation skills.

‍Why Participate?

Joining "All Access Pass" connects you with a powerful network, gives you access to world-class technical resources, and sets you up for success in an evolving market. Here’s what participants can expect:

• Technical Knowledge and Mentorship: A foundation in 5G and immersive technology tailored to your project’s needs.
• Dedicated Co-Working and Collaboration Spaces: Free workspace and peer support sessions every Wednesday throughout the programme.
• Market Exposure and Networking: Direct access to the tourism industry’s decision-makers, giving you feedback, connections, and a path to future investment.
• Showcase Finale: Present your solution at a high-profile event attended by Destination North East England and strategic tourism partners from the corporate, hospitality, and accommodation sectors. Impress organisations and make connections that could propel your project into the next phase of growth.
• Funding: As part of the showcase, Destination North East England is offering a funding opportunity for the organisation with the most compelling idea and pitch. This funding is intended to help the winning team further develop.

‍Application Process

Apply via the application form here.

The call is open until 6 December.

Projects must be completed by 10 March 2025. 

 You will get a response by 16 December and invited to a kick off workshop on 6 January. 

Queries

For any queries, contact jenna.ingoe@sunderlandsoftwarecity.com 

Make tourism more than just an experience—make it unforgettable for everyone.

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