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Traditionally vision-focused, tourism effectively ignores the other senses. With tourists travelling to “see” places, an understanding of how people with vision impairment or blindness (PwVIB) experience tourism is currently lacking. Borrowing from psychology, this viewpoint proposes innovative research approaches to address this knowledge gap, clarifying how PwVIB psychologically experience tourism, enabling tourism professionals to design meaningful and appropriate tourism products and services for this market.

Reviewing extant literature on the tourist experience of PwVIB, this study highlights the existing knowledge gaps regarding understanding how PwVIB experience tourism, proposing alternative theoretical approaches and methodologies for use in future studies.

Alternative research approaches, borrowed from psychology, are proposed to address this knowledge gap and clarify our understanding of how PwVIB experience tourism, serving as a call to action for researchers to attack this issue in innovative ways. An example study, using a mental imagery approach is discussed by way of illustration of how such techniques could be applied.

Highlighting a gap in the understanding of tourist experiences of PwVIB, this viewpoint proposes the adoption of innovative research methods from psychology as a means of delving into the cognitive and conceptual processes involved, offering a new perspective on how to address this important and topical issue and contribute to the design of inclusive and meaningful tourism experiences for this demographic.