In collaboration with the International Gay & Lesbian Travel Association Foundation (IGLTAF), The European Travel Commission (ETC) publishes its first study on the lesbian, gay, bisexual, transgender and queer travel segment.
THE Handbook, authored by Peter Jordan of Gen C Traveller, aims to help potential LGBTQ European destinations understand how they can provide a more welcoming environment for LGBTQ travellers from all around the world in order to improve Europe’s overall competitiveness as an LGBTQ travel destination.
First-hand consumer research for the Handbook was facilitated by Hornet Networks through an online survey of LGBTQ consumers in five long-haul markets: Brazil, China, Japan, Russia and the United States.
Additionally, the Handbook includes insights from sixteen experts who gave their perspective on the cultural factors that shape demand for travel among LGBTQ consumers.
Research results found that overall Europe has a strong competitive position, being viewed widely by LGBTQ consumers in its major long-haul markets as ‘the most liberal, socially progressive destination’, however weaknesses prevail as some parts of Europe are perceived to offer a less safe environment for their own LGBTQ citizens, and by extension, travellers.
♦ LGBTQ travellers in Europe’s long-haul markets have a high affinity with Europe and a strong desire to visit in the near future. 80% of survey respondents expected to visit Europe in the next three years, with 92% of those who had visited before expecting to make a repeat visit.
♦ LGBTQ travellers to Europe are highly sensitive to how local LGBTQ people are accepted in society. Most of all, they value an open-minded and forward-thinking culture, as well as a history of acceptance, and local laws allowing same-sex marriage or civil partnerships. LGBTQ events and nightlife are also major attractions, especially for travellers from Russia or China where these are less prevalent.
♦ LGBTQ events and festivals are high on travellers’ wish lists when visiting Europe, as well as the opportunity to discover the nightlife. However, the research highlights that a significant number of travellers are looking for a more cultural experience, such as visiting specific sites and monuments, socialising with local people and enjoying luxury experiences. In destination marketing, LGBTQ consumers value authenticity in the marketing message and images, and consistency between the marketing promise and in-destination experience.
said IGLTA President/CEO John Tanzella. “By sharing data and resources on the LGBTQ segment with the travel industry as a whole we can create greater understanding of our diverse community.”
“While we at ETC believe that a ‘separate’ approach for the LGBTQ traveller could seem incongruous with our beliefs in equality and inclusion, we cannot ignore the fact that also within Europe, the hospitality business, like no other, has its work cut out to ensure that we remain committed to our core values of freedom, equality and brotherhood,” said Visit Flanders CEO and ETC President Peter de Wilde. “Fostering support for LGBTQ inclusion also is an opportunity for economic growth and cultural development for tourism destinations. Destinations, governments are thus called to join efforts to create the conditions for LGBTQ residents to live in safety and comfort.”
The Handbook is free of charge, and can be downloaded through the websites of the European Travel Commission and the International Gay & Lesbian Travel Association.
To download the handbook, click here:
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