STERNA

For most, the airport is a chaotic prelude to a vacation. But for a neurodivergent traveller, it’s more than a mere inconveniences it’s a sensory assault. Frantic crowds and flashing flight boards, to overpowering scents from the perfume section in duty free and the unpredictable hum of the security line. It’s impossible to escape.

This type of friction is the primary reason why a huge amount of the global population remains grounded. While 87% of families with an autistic child express a desire to travel, only 13% actually do so.

According to an Autism Travel survey, 94% of families with autistic members or autistic individuals are more inclined to travel if autism certified options are available. “Travellers with accessibility needs represent one of the fastest-growing travel markets globally, yet many destinations still remain underserved in this space,” explains Myron Pincomb, CEO and Board Chairman of IBCCES (the International Board of Credentialing and Continuing Education Standards).

This Mental Health Awareness Week, Pincomb joins STERNA to discuss common misconceptions around neurodiversity and how to become a Certified Autism Destination. We also dive into how destinations like Dubai, UAE have elevated their level of hospitality by becoming certified.

Beyond the stereotype

Roughly 28% of the world’s population are neurodivergent, encompassing autism, ADHD, dyslexia, and other cognitive variations, according to IBCCES. One of the biggest misconceptions, Pincomb tells us, is that all neurodivergent individuals have the same needs, sensitivities, or abilities. As a result, many organisations haven’t been equipped with the education, training, or operational understanding required to support neurodivergent travellers. 

“Historically, accessibility within travel has largely focused on visible physical disabilities. In reality every individual experiences the world differently. Many neurodivergent guests benefit more from sensory-friendly spaces, trained staff, clear communication, reduced-wait options, and more predictable guest experiences,” Pincomb elaborates. “Often, simple operational adjustments can significantly improve guest comfort, trust, and overall satisfaction.”

As awareness around neurodiversity continues to grow globally, Pincomb believes the travel and hospitality industry is now recognising that true accessibility must address these factors.

How to become a Certified Autism Destination™

For over two decades, IBCCES has been delivering the global standard for training and certification in the fields of autism, neurodiversity, and accessibility. IBCCES provides a series of certification programs for individuals, organisations, cities and destinations to ensure neurodivergent visitors feel safe and welcomed.

The certification process is rigorous, including several key stages. First, at least 80% of guest-facing employees complete specialised training tailored to their specific roles and guest interactions. Pincomb explains: “The training provides frontline teams with a foundational understanding of autism, sensory sensitivities, and neurodiversity, while heavily focusing on improving the customer journey and guest experience.

“Staff are trained on communication best practices, sensory awareness, queue management, handling potentially overwhelming situations, and how to better support both individuals and caregivers throughout their experience.”

Secondly, each property undergoes an onsite audit conducted by IBCCES experts to evaluate the guest journey and identify opportunities for improvement based on international best practices. Finally, following certification, IBCCES continues to conduct impact studies. Ongoing collaboration helps organisations measure guest experience improvements and long-term operational impact.

The Dubai standard

There are currently five Certified Autism Destinations™ worldwide, with Dubai being the most recent, and the first certified city outside the US.

Pincomb tells us that Dubai’s vision was to create a more inclusive destination-wide experience for both residents and visitors. “Dubai Municipality oversees beaches, parks, and public recreational spaces visited by millions annually. Meanwhile, the Dubai Department of Economy and Tourism continues to position Dubai as a global leader in accessible tourism.

“Becoming certified reflects a long-term commitment toward ensuring travellers of determination and neurodivergent individuals can experience the city with greater confidence and support,” shares Pincomb.

Dubai has 54 certified hotels across multiple hospitality groups and luxury brands, including Atlantis Hotels, Address Hotels, Hilton, Jumeirah, One&Only, Kempinski, Marriott, Rotana, Rixos, Armani Hotel Dubai, SIRO, NH Collection, Anantara, and many others.

IBCCES’ CEO expresses how Dubai’s certification has significantly elevated awareness around cognitive accessibility within hospitality and tourism across the region. “It has encouraged organisations to move beyond compliance and focus more intentionally on guest comfort. We have also seen increased collaboration across sectors, reinforcing Dubai’s position as a global leader in inclusive tourism and accessible travel experiences,” he adds.

Considering more than a fifth of the world’s population is neurodivergent, IBCCES’ certification provides many families with greater confidence and peace of mind when choosing where to travel. It clearly has an impact on guest satisfaction and customer loyalty. For example, since becoming a Certified Autism Centre™, Rixos Premium Dubai JBR saw an annual revenue increase of around $216,000, according to IBCCES. It also saw a 50% increase in social media engagement, plus a huge uptick in repeat business.

Adrenaline, recalibrated: Three certified case studies

Theme parks are some of the most overwhelming environments to be in, even for neurotypical people. These three case studies highlight the standout inclusive features of Certified Autism Centres™ at the frontline of fun.

WaterWorld Colorado

Following its certification at the start of 2019, Waterworld Colorado invested in creating a central sensory room. Designed to support families with autism, the room features large windows for connection to the park experience while providing a quiet space. It includes rocking chairs and calming colours, with curated lighting and music to make it a sensory sanctuary for guests needing a moment of calm.

Additionally, a comprehensive sensory guide is available for visitors. It provides a detailed breakdown of all the slides, experiences and dining venues in the park, rating their respective levels of sensory stimulation.

Atlantis Dubai Aquaventure World

Aquaventure World is the world’s largest water park, holding the Guinness World Record for the most waterslides. Located at Dubai’s premier 5-star luxury destination resort, Atlantis The Palm, it received its certification in 2022. The venue now uses the IBCCES Accessibility App™ to capture real-time guest feedback and ensure consistent service delivery. 

Positive reviews on the platform translate the benefits of IBCCES’ neurodiversity training into real guest outcomes. These reviews additionally provide encouragement and reassurance for other families seeking inclusive environments. Sensory guides are also available through Aquaventure World’s dedicated accessibility page.

Sesame Place Philadelphia 

Sesame Place Philadelphia was the first theme park in the world to gain Certified Autism Centre™ status in April 2020. Following its certification, it saw a 50% increase in online ticket purchases, and a 160% increase in website traffic. In addition to the measurable impact, there was a shift in the venue’s operational philosophy. Rather than regarding accessibility as a reactive customer service challenge, it became a proactive organisation commitment.