Australia’s regional tourism operators are being asked to stop, feel, and rethink what it means to “see” the country.
In a bold yet beautifully simple move announced at the Australian Tourism Exchange in Brisbane, Sensory Tourism Australia has teamed up with the spirited team at Cocky Guides to roll out famil trips across the country—with a twist. These aren’t your average media junkets or agent freebies. These are hands-on, heart-led explorations led by blind and low-vision travellers, designed to give destinations a touch, literally, of what it means to be truly accessible.
“There’s been plenty of money spent on ramps and railings,” said Kellie Hayes, co-founder of Sensory Tourism Australia, with a wry smile. “But what’s really needed is momentum. You don’t create change by building it. You create it by inviting people in.”
And so they are—inviting regional tourism bodies, local councils, and everyday operators to walk (or better yet, feel) the talk.
Port Stephens Gets Its Feet Wet
Case in point: Port Stephens, where a new regional famil pilot program put accessibility to the test in the most joyful way possible. Blind and low-vision travellers arrived ready to roll—or stroll, feel, and feed, to be precise.
Shark encounter
Over wetsuits and waterproof banter, the travellers waded into Irukandji Shark & Ray Encounters—an experience that shatters any notion that blindness should limit adventure.
In the shallow lagoon, rays glided around their feet, soft and cool like silk scarves in motion. But the crowd favourite was the Zebra Shark Encounter—a moment that left many stunned (in the best way).
“It swam over my legs! I could feel the texture—rough, ridged. I’ll never forget it,” one traveller said, smiling wide.
For Lia Pereira, owner of Irukandji, it was a lightbulb moment.
“We’ve always focused on tailored experiences. But after this visit, we realised—we were already leaders in inclusion and didn’t even know it,” she said. “If you’re a tourism operator starting out or looking to grow, jump in. These famils are fun, meaningful, and give your staff a whole new lens—pun intended.”
Beyond Ramps: Building Confidence, Not Just Compliance
This wasn’t just a feel-good exercise. It was practical. Operators got immediate feedback. What worked. What didn’t? What could be better with just a tweak or two?
Mel Turner, Industry Engagement Manager at Destination Port Stephens, saw the light.
“Many businesses want to be more accessible but don’t know where to begin,” she said. “These famils show them exactly how, with real travellers who give real insight—no guesswork required.”
Sensory Tourism Australia offers nothing short of revolutionary simplicity: stop asking what you think blind travellers need and instead invite them to show you.
A Call for Regional Australia to Get Involved
Sensory Tourism Australia is now opening its doors (and arms) to regional tourism organisations and local governments keen to participate.
Their request is simple: bring them in. Let blind and low-vision travellers visit your patch, try your tours, and tell you what works and what doesn’t.
And after the trip? There’s support. Business owners can work directly with Sensory Tourism Australia to tailor and package their products for the accessible travel market.
It’s not about charity. It’s about common sense—and good business. Because make no mistake: inclusive tourism isn’t a niche anymore. It’s a movement, and one that’s moving fast.
Touching the Future of Travel
Cocky Guides, for the uninitiated, aren’t new to this. They’ve been running group trips for blind and low-vision Aussies since 2018. Their founder, James ‘Buck’ McFarlane, is known across the industry for leading with equal parts courage and cheek.
Together with Sensory Tourism Australia, they’re flipping the script on how tourism operators approach inclusion, not as a checklist, but as a chance to create joy.
Want to get involved? You should. There’s room on this train—or shark tank—for everyone.
📧 Email Kellie Hayes directly at: [email protected].
Because accessibility isn’t the finish line of this story, it’s the starting point.
By Sandra Jones
