VisitEngland is to hold a free conference to explain how hospitality businesses can profit from catering for those with accessibility needs.
Part of English Tourism Week 2015, the Unlocking the Purple Pound conference will be held at Sandcastle Waterpark and Grosvenor Casino in Blackpool on 18 March.
Through practical sessions, including an access statement workshop and tips on accessible marketing, delegates will learn how to provide the facilities that will appeal to a market now worth £12.4b to England's tourism industry.
Ross Calladine, head of business support at VisitEngland, said: "With the ‘purple pound' showing strong growth largely due to the ageing population, it is more important than ever for hospitality and tourism operators to make improvements to their accessibility.
"VisitEngland's conference is a timely event that will present top tips and insights to help England's tourism businesses excel in meeting the needs of all travellers."
Visit the website for more information.