Researchers from Newcastle University and the University of Essex have shown that despite “paying lip service” to improving equality, diversity and inclusivity (EDI), the travel and tourism industry is failing to make adjustments for plus-size tourists.

By analysing TikTok videos and comments using the hashtag #plussizetravel, they have shown that plus-size travellers continue to face exclusion, despite wanting to take part in the same typical activities as slimmer tourists.

Their study also shows how the plus-size community is challenging stereotypical views of what a tourist body, typically represented as slim, white and conventionally attractive, looks like. 

Writing in the Journal of Sustainable Tourism, Dr Weizheng Zhang from Newcastle University Business School and Dr Whitney Vernes Smith from Edge Hotel School at the University of Essex, explore how inequalities hinder the inclusion of alternative, non-conforming body types.

They reveal that plus-size travellers are using social media to hold the industry to account and demand action.

They also highlight the economic value in accepting that body types are changing. 

Dr Weizheng Zhang, Lecturer in Marketing, Newcastle University Business School, said: “The most recent 2016–2017 report on the UK plus-size market suggests 63% of people are overweight, while more than 73% of the US adult population are considered overweight.

“The industry needs to make progress on size-inclusive regulations and policies if it is to create a more inclusive environment and take advantage of the significant economic and commercial opportunities.”

Dr Vernes Smith explained: “It’s really an activist movement. Plus-size travellers are empowered to represent themselves how they want to be seen, not how the travel and tourism industry typically sees them, as a problem.

“They are using TikTok to show us they engage in the typical tourist activity we all enjoy like eating local cuisine and visiting tourist sites, but they also use it to reveal the structural barriers to inclusion that still exist.

“Across their posts and comments, we see an underlying tone of defiance. In their own words, they ‘can and will travel’ and why shouldn’t they? Tourism should be accessible to all."

Despite steps forward in the representation of LGTBQ communities, the researchers argue the travel and tourism industry focuses only on obvious accessibility issues, like supporting wheelchair users or blind travellers. They are calling for industry leaders to recognise that plus-size travellers have accessibility needs too.

“Where travellers face barriers they are often told to change their behaviours but airplane toilets, theme park rides and sun loungers are things we all use. Shouldn’t we be considering why aircraft seats or hotel towels only come in certain sizes?” Dr Vernes Smith added.

Reference: 'Plus size people can and will travel too: body positivity in travel and leisure' Vernes, W. E., Zhang, W., Kimbu, A. N., & Hanna, P.  Journal of Sustainable Tourism, https://doi.org/10.1080/09669582.2025.2490671

Press release re-published with thanks to the University Of Essex