The LGBTQ+ community is a promising and growing market within the tourism industry. Year on year, data consistently indicates that LGBTQ+ individuals tend to travel frequently and have a significant purchasing capacity, making them an attractive target audience for travel businesses and destinations.
According to Auston Matta, the Marketing Director of The International LGBTQ+ Travel Association (IGLTA), the LGBTQ+ community is among the first to resume travelling after catastrophic events, such as the Covid-19 pandemic and 9/11.
Established in 1983 as a network of 25 travel businesses, IGLTA has now grown to include over 80 countries and has since then partnered with major names in the travel industry, including Delta Air Lines, Marriott, Hilton, and Disney Destinations.
The global LGBTQ+ community has an estimated spending power of 3.9 trillion dollars in the global economy each year. In the USA, the community spends around 10% of its purchasing power on travel, which amounts to nearly $100 billion (Skift).
These figures, and many others, show that the level of acceptance and inclusivity shown towards the LGBTQ+ community by a destination can significantly affect the overall success of tourism in various ways.
To evaluate the impact marketing and social actions have on the overall perception of destinations, we chose some cities and regions that stood out in recent years for their LGBTQ+ friendly initiatives.
We analysed the following European destinations through our LGBTQ+ Index:
For each of these destinations, we assessed the change in the LGBTQ+ Index following their implementation of targeted tourism marketing campaigns and initiatives promoting inclusivity and gender equality within the community.
The LGBTQ+ Index is one of Data Appeal’s proprietary indexes. It evaluates the LGBTQ+ friendliness of a destination or business based on customer and visitor opinions.
Using artificial intelligence techniques and specialised semantic analysis, the index analyses all online content, comments, and reviews of a territory to assess the extent to which it is considered LGBTQ+ friendly.
The LGBTQ+ community is a promising and growing market within the tourism industry. Year on year, data consistently indicates that LGBTQ+ individuals tend to travel frequently and have a significant purchasing capacity, making them an attractive target audience for travel businesses and destinations.
According to Auston Matta, the Marketing Director of The International LGBTQ+ Travel Association (IGLTA), the LGBTQ+ community is among the first to resume travelling after catastrophic events, such as the Covid-19 pandemic and 9/11.
Established in 1983 as a network of 25 travel businesses, IGLTA has now grown to include over 80 countries and has since then partnered with major names in the travel industry, including Delta Air Lines, Marriott, Hilton, and Disney Destinations.
The global LGBTQ+ community has an estimated spending power of 3.9 trillion dollars in the global economy each year. In the USA, the community spends around 10% of its purchasing power on travel, which amounts to nearly $100 billion (Skift).
These figures, and many others, show that the level of acceptance and inclusivity shown towards the LGBTQ+ community by a destination can significantly affect the overall success of tourism in various ways.
To evaluate the impact marketing and social actions have on the overall perception of destinations, we chose some cities and regions that stood out in recent years for their LGBTQ+ friendly initiatives.
We analysed the following European destinations through our LGBTQ+ Index:
For each of these destinations, we assessed the change in the LGBTQ+ Index following their implementation of targeted tourism marketing campaigns and initiatives promoting inclusivity and gender equality within the community.
The LGBTQ+ Index is one of Data Appeal’s proprietary indexes. It evaluates the LGBTQ+ friendliness of a destination or business based on customer and visitor opinions.
Using artificial intelligence techniques and specialised semantic analysis, the index analyses all online content, comments, and reviews of a territory to assess the extent to which it is considered LGBTQ+ friendly.
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