Even if we only work with a conservative 3% estimate regarding the whole population, over 35 million LGBTQ tourists travelled internationally last year. The LGBTQ community is becoming more and more visible and, consecutively, it is becoming easier to address them as a defined segment of society. Visibility is due to social changes and the increase in the legal recognition and protection of LGBTQ people.
A number of political, economic and social factors determine the attractiveness of a destination for LGBTQ tourists, but there is a generally applicable principle – if a place is good for everyday living as an LGBTQ person, then it will attract LGBTQ travellers.
A global survey by UNWTO (Second Global Report on LGBT Tourism) has confirmed that members of the LGBTQ community travel more than the average and their propensity to consume are also higher. On average, members of the LGBTQ group have taken 3.2 leisure trips or vacations, 2.3 trips to visit family or friends, and 1.4 business trips in 12 months.
As marriage equality becomes a reality in more and more countries, the number of same-sex couples going on a honeymoon increases, too. The most popular destinations for them are in Europe, especially the beaches. For example, a quarter of newly married Americans of the same sex choose Europe as a honeymoon destination. 36% of LGBTQ travellers choose high-end and luxury services during their trip.
Europe is a popular destination for LGBTQ travellers and especially couples since it is ideal for a romantic trip while being rich in cultural experiences as well as great places to spend some quality time.
LGBTQ events and festivals as well as local nightlife are a great addition to all that. Travellers from the major source markets mentioned above consider Europe’s countries as the most liberal and among the worlds’ most progressive.
Traditionally, destinations favoured by the LGBTQ community are those North American and European cities and beach areas which have a larger LGBTQ population. In tandem with global trends, thanks to the internet and location-based smartphone applications, the target group is becoming more open to areas beyond the usual LGBTQ destinations.
OSA Digital Travel Services Ltd., will be focusing on group-specific events like an LGBTQ film festival or a sporting event (e.g. a skiing contest) organized for LGBTQ people have the potential to attract even more visitors.