Business Support Guides
A practical guide for businesses
Dementia-friendly tourism
Dementia-friendly tourism
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Contents
3 Introduction
5 Why become dementia-friendly?
7 What is dementia?
9 Living well with dementia
11 Information
15 People
19 Place
29 What can you do next?
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Introduction
The guide aims to support
tourism businesses of all sizes
to become more dementia-
friendly through top tips, case
studies and signposting to
further resources. It highlights
the need for increasing
awareness and improving
physical environments.
Small and simple low or no cost
changes can make a big
difference. This guide highlights
things you can do, organised
around the themes of
Information, People and Place.
Ensuring your business is
dementia-friendly is just one
aspect of becoming an
accessible and inclusive
business. It is important to
consider how to support people
with the widest range of
accessibility requirements.
You can find links to further
guidance on how to support
all customers at the end of
this guide.
There is a powerful business case
for tourism businesses to become
dementia-friendly. Having an
understanding of dementia and
how to support those affected will
help to future-proof your
business, increase customer
satisfaction and generate revenue.
Adopting more dementia-friendly
practices will not only improve
accessibility for customers with
dementia and their carers, but
staff and the wider public as well.
Visiting attractions and staying
in accommodation can be
challenging for people with
dementia, their carers, and loved
ones. Ensuring they have a great
holiday can be extremely
rewarding for you and your staff
and can help people with
dementia to live well.
VisitEngland, VisitScotland and
Alzheimer’s Society, along with
England’s Inclusive Tourism Action
Group, have worked together
to produce this practical guide.
Dementia-friendly tourism
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Why become
dementia-friendly?
Improved customer service –
increased knowledge and
awareness of dementia will
make you and your staff more
confident when dealing with
all types of customers.
Competitive advantage –
research shows 3 in 4 disabled
customers and their families
and friends have moved their
business elsewhere as a result
of a lack of disability
awareness by businesses.
3
Enhanced reputation –
becoming dementia-friendly
will help you to demonstrate
that you are socially responsible
and value your customers.
It will also help you to better
understand the needs of
your customers.
Increased revenue – people
with health conditions and
impairments spend around
£12 billion on trips in England
each year.
1
By becoming
dementia-friendly, you will
retain customers and win
new business as disabled
people are anecdotally very
loyal to places that meet their
particular requirements.
Future-proofing – the older you
are the more likely you are to
develop dementia and tourism
businesses are becoming more
dependent on older consumers.
The number of domestic
holidays taken by the over 55
age group continues to increase,
with a 43% uplift between 2006
and 2018.
2
By making changes
now, you will be reacting to a
growing need from customers
and staff.
References:
1. Great British Tourism Survey 2015, Great Britain
Day Visits Survey 2015, International Passenger
Survey 2010, VisitEngland 2. Great British Tourism
Survey 2006-2018, VisitEngland 3. Business Disability
Forum, 2015
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Why tourism
matters to people
with dementia
Staying active helps people with
dementia to live well, remain
independent and keep doing the
things they enjoy. Holidays and
days out can promote physical
and mental well-being for people
with dementia, their friends,
families and carers. Tourism has
the power to stimulate the
senses, help people to connect
with meaningful places and
provide opportunities for
positive experiences
and enjoyment.
“I’ve always travelled and
gone places, continuing
to do this makes me feel
included. Why stay in one
place, when we have
such a beautiful country
to explore!”
Gill, a person living with dementia
Reduced seasonality – people
with dementia may prefer to
book ‘out of season’, as places
are likely to be less busy and
staff may be able to give them
more time and attention.
Complying with the law –
under the Equality Act 2010,
businesses have a legal
obligation to ensure consumers
are adequately protected and
that access to services is as
inclusive as possible. This
includes making ‘reasonable
adjustments’ for disabled
customers and staff, including
people with dementia.
Over 850,000
people are living with dementia
in the UK, this will increase to
over 1 million by 2025
4
References:
4. Alzheimer’s Society
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What is dementia?
Dementia is caused when the brain is damaged by diseases,
such as Alzheimer’s disease, or a series of strokes. It is not
a normal part of the ageing process.
There are many different types
of dementia, but the most
common type is Alzheimer’s
disease. Dementia is progressive,
which means it gets worse over
time. Different types of dementia
tend to affect people in different
ways, especially in the early
stages. Often it may be hard to
know if someone has dementia.
That’s why it’s really important
to provide good support and
information to everyone.
A person with dementia might:
• Have problems with their day-
to-day memory – for example,
difficulties recalling events that
happened recently.
• Have problems concentrating,
planning or organising – for
example, difficulties making
decisions, solving problems
or carrying out a sequence
of tasks.
• Have problems with language
– for example, difficulty
following a conversation or
finding the right word.
• Be confused about time or place
– for example, losing track of
the day or date, or becoming
confused about where they are
(even in familiar places).
• Have visual perceptual
difficulties – for example,
difficulty judging distances
or misinterpreting patterns
or reflections.
• Show changes in their mood
such as becoming frustrated
or irritable, withdrawn, anxious,
easily upset or unusually sad.
• Show changes in behaviour
such as repetitive questioning,
pacing, restlessness or agitation.
Some people with dementia may
find that their symptoms can vary
a lot from one day to another.
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Living well with dementia
It is possible to live well with dementia. Many people
with dementia continue to be active and carry on with
the things they enjoy.
Even as dementia progresses,
people can lead active, healthy
lives, carry on with their hobbies
and enjoy friendships and
relationships. However, as
dementia progresses people
will need support from others.
Common challenges faced by
people affected by dementia:
• Lack of confidence to travel,
go to new places and stay away
from support systems at home
and their regular routine.
• Unfamiliar and busy
environments, such as
information desks and service
counters, which can make
communication difficult and
increase confusion.
• Navigating new places, as
people living with dementia
can sometimes get lost.
• Locating and using the toilet.
People with dementia may
also experience difficulties
with continence.
• Difficulties with mobility
and getting around – for
example, challenges with
a lack of handrails.
• Worries that they or their
loved one with dementia will
get lost or walk off at night if
the room or venue is not secure.
• Perceived costs of a holiday,
coupled with additional costs
of living with dementia, meaning
that holidays can be seen as
unaffordable by some.
This guide suggests ways
to support people with
these challenges.
“If I can go on holiday
at my age and with my
challenges, anyone can”
Dennis, a person with dementia
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Information
Promote your offer
Work with local community
groups and networks including
Alzheimer’s Society and
Age UK to let people affected
by dementia know about the
services you offer. Often people
with dementia will rely on
different communication
channels, rather than social
media and online. Think about
taking out adverts in magazines,
working with key partners
or charities to get the word
out to often isolated people
affected who might not know
support is available.
Providing
information
It’s really important for people
with dementia and carers to
have information about where
they’re going beforehand.
It can help them plan and
also reassure them of what
to expect when they arrive.
You can support people affected
by dementia by giving them
accessible information about
your venue and letting them
know what support is in place.
“It was the fear of the
unknown, I suppose.
But on that holiday
I could feel all my
problems falling away...”
Jim, a person aected by dementia
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You can assist customers by:
• Asking them what support
they need and stating in
your information that you
can support people affected
by dementia.
• Helping with travel
arrangements – for example,
letting them know what parking
options are available or what
the best public transport
options are.
• Informing them about what
dementia-friendly facilities you
have - for example, accessible
toilets and signage.
• Providing information on local
dementia-friendly businesses,
activities, events and health
care providers to allow people
to plan in advance.
• Offering flexible ticket options
- for example, ‘carers go free’,
reviewing cancellation charges
and providing as many different
ways of booking as you can
manage (phone, fax, text phone,
online, email, third party
websites). Every customer will
have their own preference.
• Prompting customers during
their booking for any additional
requirements - for example, the
ability to reserve a particular
table, a familiar bedroom or fast
track queues for those unable
to stand for long periods of
time, if possible.
• Providing them with
confirmation of the booking,
clearly stating the amount paid
or to be paid on arrival, as well
as information on the venue.
You may also want to think
about providing a written
confirmation on request and
reminders for the booking closer
to the date.
• Giving them a named contact
if they have any questions after
the booking.
• Using welcoming terminology
when describing people – for
example, say “living with
dementia” instead of “suffering
with dementia”.
• Ensuring staff wear name
badges and make it clear
they can support people
affected by dementia – for
example, by wearing the
Dementia Friend badge.
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Video or virtual tours and
written information with images
can be particularly helpful as it
can be re-visited. This can help
reduce anxiety and prompt
someone’s memory. It is also
important to ensure the
language, style, length and
format is easily understood by
people with dementia.
Customers need to feel confident
their booking has been made
and requests acknowledged.
Accessibility Guides
The majority of information can
be included in your Accessibility
Guide. This is a guide produced
by tourism operators to provide
potential customers with
important accessibility
information about a venue,
property or service. The guide
enables individuals with
accessibility requirements, their
family and friends to make
informed decisions about where
to stay and visit based on their
needs. This includes not just
wheelchair users but people with
hearing loss, visual impairment
or learning disabilities, older
people, families with young
children and more. Many
disabled people look at
Accessibility Guides before
deciding to book or visit.
VisitEngland and VisitScotland
provide a free to use website for
the easy production and
publication of Accessibility
Guides. You can produce a guide
by answering a series of
questions on your venue’s
accessibility, uploading useful
photos and adding any further
information. You will be given a
unique web link to promote your
guide, which you can add
prominently to your website and
share across social media
channels. Go to visitengland.org/
accessibilityguides.
Security and safety
Ensure customers are aware of
safety or evacuation processes.
Offer features which could
support customers with
dementia, including portable
vibrating alarms or strobe light
alarms for people who can’t hear
audible alarms. Ensure guests
are made aware of potential
hazards such as hot water and
changes in floor level.
Debbie Matthews,
Accessible & Dementia
Tourism Consultant, tells
us how important advance
information is for people
with dementia
“Having pre-visit information
is key to whether people with
dementia leave the house or
not. No one wants to risk
having a bad experience, as it
can be very traumatic if things
go wrong. Good information
helps to provide reassurance
and confidence.
It is useful to know how the
venue has addressed possible
sources of stress. Nottingham
Racecourse has a specific
Accessibility Guide for people
with invisible illnesses. It is
not only useful for those with
dementia but also people with
autism, ADHD, social anxiety
and general anxiety disorder.
The guide describes the quiet
room where people can go if
they get upset or anxious.
There is always a Dementia
Friend present and other users
of the room are understanding
and sympathetic. Without
such a space, people may
feel they have to leave and
go home.
Knowing that staff
are dementia aware
helps to provide reassurance.
The guide also explains our
#GoRacingGreen initiative,
which racecourses are starting
to adopt. It is aimed at people
that live with various
conditions that make coming
to the races difficult for them.
We explain that a green
ribbon can be worn by people
with invisible conditions, their
companions and others to
show that they support the
initiative and are empathetic.
We also promote an afternoon
tea session to local dementia
groups. This is held at
a mid-week race meet for
a reduced fee. It is great for
the racecourse as it helps
to bring in more people at
a quieter time.
Promoting your business to
people with dementia helps
to give people the opportunity
to live and can have a
massive positive impact on
their quality of life.”
Find the guide at:
thejockeyclub.co.uk/
nottingham/visitor-info
/go-racing-green/
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People
Understanding and
awareness
Gaining a greater understanding
of dementia will mean you and
your staff are better able to
support customers. Training
and awareness is particularly
important for customer-facing
staff and those who are most
likely to interact with customers
affected by dementia. Making
sure you and your staff are
aware about how dementia
can impact customers can also
alleviate any challenges created
by your venue’s design – for
example, if a certain route has
a lot of steps.
“Staff at the Eden Project
helped my husband to use
the zip wire. He had the
time of his life”
Maria, a person aected by
dementia
Dementia Friends
Dementia Friends is an Alzheimer’s
Society initiative about learning
what it might be like to live with
dementia and then turning that
understanding into action by
helping people with dementia
to feel understood and welcome.
Anyone, at any level of an
organisation, can become a
Dementia Friend. It’s free and
individuals can complete the
learning using the method and
duration that best suits your
business. The simplest route for
you and your staff to become
Dementia Friends is by registering
at dementiafriends.org.uk and
watching the online videos.
It is important Dementia Friends
learning is embedded within staff
inductions and a regular refresher
is undertaken. For more information
about rolling out Dementia Friends
please contact
programmepartnership@alzheimers.
org.uk. Further dementia awareness
training is available through
Alzheimer’s Society.
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Use non-verbal communication –
for example, a friendly smile can
go a long way and it may help
pointing at a picture of someone
you are talking about or writing
things down.
Consider your body language –
sudden movements or a tense
facial expression may cause
upset or distress and can make
communication more difficult.
Do not dismiss a person’s
worries – if a person is
feeling sad, let them express
their feelings.
Supporting
staff affected
by dementia
There are more than 42,000
people under the age of 65
with younger onset dementia.
Alzheimer’s Society ‘Dementia-
friendly business guide’ provides
further advice on supporting an
employee affected by dementia,
such as flexible working,
signposting and reasonable
adjustments.
Go to alzheimers.org.uk/business.
10 top communication tips:
Talk to the person with
dementia – don’t just talk to
their friends and relatives when
they are visiting together.
Think about the environment –
try to talk to the person in a
quiet area and remove any
unnecessary distractions.
Speak slowly and clearly – use
short, simple sentences, check
the person has understood each
point and recap if necessary.
Give the person time – so that
they can process what has been
said and respond.
Listen carefully – be patient and
listen carefully to the words of
people, even if they appear
muddled or unclear initially.
Try to communicate in a
conversational way – not just
question after question.
Rephrase rather than repeat –
if the person doesn’t
understand what you’re saying.
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References:
1. Source: Personal Social Services Survey
of Adult Carers in England, 2016-17: NHS Digital
Providing a warm
welcome
Inform others – make sure
all staff are aware when
you have a customer with
dementia visiting so they
can be extra attentive, helping
the customer if they become
disorientated and fast tracking
any processes if possible.
Be hospitable – a person with
dementia may feel tired or
unsettled when they arrive
somewhere new. Offer a drink
on arrival and provide a quiet
place to sit.
Assist customers – support
guests to complete forms
and take customers to their
destination - for example, hotel
room, cloakroom or garden
space. For accommodation,
offer a room which is best
for them. This could be close
to the lifts or main facilities,
or in a quiet location.
Be flexible – for example,
if a person with dementia wants
to go round an attraction in
a different order to the usual
route, or check in earlier or
check out later.
Be respectful and sensitive –
for example, use discretion
as some people may request
additional assistance without
wishing to disclose their condition.
Remind and reassure customers
of any arrangements they made
at the time of booking.
Don’t make assumptions –
for example, if someone
appears rude it may be
because they are uncomfortable
or anxious.
Support carers – caring for
someone with dementia can
be stressful, so be patient and
understanding to improve the
holiday experience for both the
carer and person with dementia.
Almost half of carers have
a long term health condition
or disability themselves.
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Emily Hope from Beamish
Museum tells us why it is
important for staff to
understand dementia
“Every new member of staff
or volunteer completes a
Dementia Friends session,
regardless of their position.
As a Dementia Friends
Champion I help to deliver
these one hour sessions as
part of the induction process.
Staff tell us that a key
takeaway is that dementia
affects everyone differently.
As the most recent memories
often go first, our period
settings at the museum can
be more familiar for people
with dementia.
All staff are given the
Dementia Friends badge
to wear. The badge comprises
a small blue forget-me-not
flower that indicates the
person has an understanding
of dementia and they
can support people affected
by the condition. Our staff in
period costume have a lovely
crochet version of the badge
which is in-keeping with
their costume.
Every year we run a week
of activities in Dementia
Action Week. This not only
benefits our visitors but acts
as a useful refresher for staff.
Dementia Friends sessions
definitely help improve
the customer experience
at Beamish. For example,
if a visitor is struggling
with change, staff know to
be patient and reassure them.
Our approach to welcoming
people with dementia is really
rewarding as we can see from
the smiles on people’s faces
that visiting us helps them
to continue to get out and
live well.”
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Place
Improving
the physical
environment
Dementia can cause people
difficulties when navigating and
interacting with environments.
Small changes to layout or
signage, for example, can go a
long way to reducing stress and
confusion. Not all improvements
require major refurbishment or
expense; consider what low cost
adaptations you can make next
time you renovate or redecorate.
“On arrival, there were no
seats and a lot of noise.
A ‘quiet space’ would have
alleviated these issues.”
Steve, a person living with
dementia
Signage
• Provide signage at key decision
points to and from facilities,
including main entrances, toilets,
lounges and reception desks.
• Consider text and pictorial
signs to help people identify
different rooms.
• Use upper and lower case
lettering, not block capitals,
and use large, simple fonts along
with recognisable symbols or
images. Avoid abstract or joke
signage - for example, ‘buoys’
and ‘gulls’ on toilet doors.
• Make sure there is good colour
contrast between the sign
wording and the background.
• Ensure signs are at eye level,
well-lit and can be seen from
wheelchair height on the door
or place they refer to.
Dementia-friendly
signage can be purchased
or downloaded from
Alzheimer’s Society’s website:
alzheimers.org.uk/
dementiafriendlysignage
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Visibility and lighting
• Ensure curtains are open
in the day, remove
unnecessary nets and blinds,
and cut back hedges or trees
if they overshadow windows
and block out sunlight.
• Consider automatic lights,
especially in toilets
and bathrooms.
• Outline the edges of steps
and stairs to ensure they
are clearly visible.
• Ensure door handles contrast
in colour to the body of the
door and the frame and the
door contrasts in colour to
adjacent walls.
• Avoid pools of bright light,
glare from lighting and
deep shadows.
• Light switches should be easily
accessible and straightforward
to use.
Toilets
• Have a unisex accessible toilet,
and ideally a Changing Places
toilet, where an opposite sex
carer or partner can help if the
person needs assistance.
• Make cubicle doors clearly
visible - door furniture should
include handles.
• Put a ‘Way out’ sign on the
inside of the toilet door(s)
to help people to easily find
their way out.
• Label hot and cold taps and
show how to use sensor taps,
flushes and hand dryers.
• Provide contrasting toilet seats
and hand rails to the walls and
rest of the toilet.
Seating and flooring
• Provide high-backed chairs
with armrests in places
where people may have to
wait, as well as in quiet areas
where people with dementia
can take ‘time out’ if they are
finding it difficult with noise
and other distractions.
• Ensure seating contrasts to the
floor, wall and surroundings.
Avoid abstract designs.
• Avoid dark rugs and mats
as they can be perceived as
black holes and avoid shiny
or reflective flooring, bold
patterns and stripes, as they
can cause confusion.
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Furnishings and facilities
• Avoid surfaces, pictures,
walls and window coverings
that are shiny or reflective or
have bold patterns and stripes,
as they can cause confusion
- for example, flower patterns
may appear 3D as though
you can pick the flowers and
horizontal lines on blinds may
be seen as bars.
• Position mirrors carefully,
as a person with dementia
may be distressed if they don’t
recognise themselves. Consider
providing coverings for mirrors
and avoid positioning on the
back of doors.
• Consider providing a spare set
of linen in guest bedrooms.
• Provide a simple bedside
clock and large clocks in
key areas that display the day,
date and time.
• Provide a simple system to
contact a staff member for
help if required.
• Avoid rugs and cluttered
furniture which could create
trip hazards and ensure there
is space to move around tables
and chairs.
• Lay out teabags, coffee
sachets, milk and sugar
separately, with clear
written and pictorial labels
to help people independently
make drinks.
• Consider providing accessibility
products – for example,
a wheelchair, large button
phone, magnifying glass
and coloured towels in
white bathrooms.
Noise
• Reduce background noise -
for example, from TVs, radios,
alarms, doorbells,
announcements or telephones,
which can impact on an
individual’s ability to
concentrate and communicate.
• Use carpets, cushions and
curtains to help absorb
background noise.
• Consider promoting a ‘slow’
or ‘relaxed’ time when music
is switched off and have a
quiet room available for people
to take time out.
• Ensure hearing loops are
serviced regularly, turned
on and advertised.
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Marilyn Buchan discusses
how she has made her
business accessible for
visitors with dementia
“Buchanhaven cottage is a
unique self-catering house
situated on the outskirts of
Kirkwall in the Orkney Islands.
Buchanhaven has been
designed to be dementia-
friendly and attention has
been paid to lighting, colours
and signage. Bright lighting is
essential as it allows people
to see things clearly and not
mistake objects for something
else. Contrasting colours is
also useful for recognition,
such as a brightly coloured
toilet seat and a red table
cloth which contrasts with
white dishes, allowing people
to enjoy their food.
I also supply a raised toilet
seat and shower chair if
requested and rooms have
signage (at wheelchair level).
There is a notice board on
the wall which can be used
to leave notes if required.
The mattresses are all
waterproof in case of little
accidents. Buchanhaven’s
sitting room/kitchen is open
plan, which allows the carer
to keep an eye on the person
with dementia at all times.
The outside area is also
enclosed so no one can
wander away if outside.
A supply of books and
DVDs on dementia is
available and I am also on
hand to offer advice or point
in the right direction if anyone
needs help.”
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The Scottish Football
Museum and National
Galleries provide organised
reminiscence activities.
Richard McBrearty, Project
Director, Scottish Football
Museum says:
“We manage a reminiscence
programme, Football
Memories Scotland, which
supports people living with
dementia. Groups meet across
Scotland in relaxed and
friendly environments where
old football images, films and
memorabilia are used as
memory triggers to unlock
trapped memories and
encourage discussion.
We have a ‘Memory Lane’
section in the museum and a
national ‘Memory Box’
programme. One of the boxes
is kept within the museum for
visitors to access, which
contains things like a football
rattle and carbolic soap.
We also have a weekly
dementia friendly
reminiscence group and a
monthly dementia specific
reminiscence group, supported
by Alzheimer Scotland staff.”
Meg Faragher, Communities
Learning Coordinator, National
Galleries says:
“We run a variety of
dementia-inclusive creative
activities. The focus of these
sessions is on playfulness,
enjoyment and connection,
where participants are
encouraged to share
memories with others.
Working with musicians from
Live Music Now Scotland we
programme quarterly
dementia-friendly Music
Concerts at the Portrait
Gallery. The concerts are short
and informal and the
repertoire includes songs that
the audience know and are
invited to sing along with. For
care homes or community
groups, we offer free themed
reminiscence and creative
workshops that can be
booked at any time.”
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Zara Luxford from Nymans
explains the development
of a garden co-created by
people with dementia
“Our ‘Garden in the Ruins’ is
a new garden space. It is part
of a three year project to open
up the ruins area for the first
time and we were delighted to
work with the Alzheimer’s
Society to bring our plan to
life and improve our welcome
for people with dementia.
We undertook some audience
research and our discoveries
encouraged us to think about
the potential number of
people who could be visiting
Nymans who already have
dementia. The Alzheimer’s
Society enabled us to connect
with small groups from our
local branch, who worked with
our Project Manager to select
plants and helped design the
garden area.
Once the garden is complete,
we will be keeping contact
with the local branch and their
members will help our team
tend and care for the garden.
The location of our ruins area
makes the garden perfect as
a safe space for people with
dementia. We will make the
first hour of opening a quiet
hour, to benefit everyone
who would like a place for
reflection away from the
busy hub-bub of other areas.
We have thought more
broadly too about how we can
make the whole experience at
Nymans more dementia
friendly. The Alzheimer’s
Society has supported our
team with training and has
also provided an assessment
of our whole visitor experience
with advice about how we can
become more dementia
friendly. The ‘Garden in the
Ruins’ is the start of our
journey and we are looking
forward to getting feedback”.
For more information about
Nymans, please visit:
nationaltrust.org.uk/nymans
Dementia-friendly tourism
visitengland.org/access
29
• Talk to your colleagues about
dementia and register your
business so you and your staff
can become Dementia Friends:
dementiafriends.org.uk
• Join your local Dementia
Friendly Community and work
with local partners:
dementiafriends.org.uk/
communitieslist
• Conduct a dementia-friendly
audit of your venue:
alzheimers.org.uk/
dementiafriendlyenvironment
• Produce and publish
an Accessibility Guide:
visitengland.org/
accessibilityguides
Further guidance
Alzheimer’s Society provide
information sheets that cover
all aspects of dementia from
communication to managing
challenging behaviours.
These are available for download
from the website or via the
publications order line:
alzheimers.org.uk/factsheets
0300 303 5933
Alzheimer’s Society dementia-
friendly guides are available
for download from the website:
Alzheimers.org.uk/organisations
England Business Advice Hub:
Make your business accessible
visitengland.org/access
What can
you do next?
Image Credits:
Front Cover Image: VisitBritain/Simon Winnall
Page 4: VisitScotland / Peter Dibdin
Page 8: ©VisitBritain
Page 10: ©VisitBritain
Page 14: Debbie Matthews
Page 18 Beamish, The Living Museum of the North
Page 20: VisitScotland / Peter Dibdin
Page 22: VisitScotland / Peter Dibdin
Page 25 Scottish National Portrait Gallery
©Andy McGregor
Page 27: VisitScotland / Damian Shields
Page 28: National Trust
As the national tourism agency – a non-departmental public body
funded by the Department for Digital, Culture, Media & Sport
(DCMS), VisitEngland plays a unique role in building England’s
tourism product, raising Britain’s profile worldwide, increasing the
volume and value of tourism exports and developing England and
Britain’s visitor economy.
Alzheimer’s Society is the UK’s leading dementia charity. We provide
information and support, improve care, fund research, and create
lasting change for people affected by dementia. If you have any
concerns about Alzheimer’s disease or any other form of dementia,
visit alzheimers.org.uk or call the Alzheimer’s Society National
Dementia Helpline on 0300 222 1122.
With thanks to the following for their contributions to this guide:
National Trust (Heather Smith), University of Exeter (Joanne Connell),
University of Hertfordshire Business School (Stephen Page), MindforYou
(Carol Sargent) and England’s Inclusive Tourism Action Group.
visitengland.org @VisitEnglandBiz VisitEngland
Supported by
VisitEngland, 151 Buckingham Palace Rd, Victoria, London, SW1W 9SZ ©VisitEngland
