Quick highlights: 

• Consumer survey data shows that LGBTQ+ consumers are willing to adopt practices that reduce their environmental footprint and contribute to the wellbeing of communities in the destinations that they visit.
• As OutRight International has highlighted, for the global LGBTQ+commuity, COVID-19 amplified many pre-existing vulnerabilities, with impacts felt by LGBTQ+ individuals in both developed and developing countries
• War, climate change and persecution are likely to increase these inequalities. The LGBTQ+ tourism industry has a role to play in supporting vulnerable memebers of the community
• This report explains how the LGBTQ+ travel ecosystem can work together to ensure that LGBTQ+ travel rebuilds in a way that brings net positive impacts to destinations. 

At various times in the past few years, those of us who have been lucky enough to travel a lot were forced to consider what the world might look like if travel really never came back. Now that countries are releasing restrictions and airports are packed with queues of people eager to get away, we can see that tourism is coming back, but which direction is it taking? Are consumers really looking for the same thing from their travels? 

It seems a long time ago now, but think back, pre-pandemic about some of the big issues that were already making the headlines in our sector: the accelerating effects of climate change, the rise of populism, racial inequality, and the challenge of managing tourism growth in certain places. The pandemic provided many of us with an opportunity to slow down and think about what we’re doing and why (me included).

Will future generations of LGBTQ+ travellers be as lucky?

Furthermore, those of us who watch the LGBTQ+ tourism market closely often get wrapped up thinking about who’s travelling now and why- but have we ever stopped to think about the world that LGBTQ+ Generation Zers and Generation Alphas are going to inherit? With global warming accelerating, and the global spread of LGBTQ+ equality (sadly) far from guaranteed, how freely will these generations be able to discover the world in the future? So, how can the LGBTQ+ sector contribute its share (or even lead) when it comes to making tourism far more sustainable? 

It’s been more than a decade since I authored the UNWTO’s Global Report on LGBT Travel. Since that time I’ve been fortunate enough to attend many events in different parts of the world – in particular the IGLTA Convention, a major B2B event focussed fully on education and networking in this sector. I’ve also given keynote speeches in countries as diverse as South Africa, Sweden, Spain, Costa Rica, Malta and Thailand, and run destination development and strategy workshops in Colombia. 

While the cultural context and level of experience in working with LGBTQ+ travellers can vary widely from place to place, the topics of discussion often land on similar ground: the importance of traveller safety, avoiding the trap of assuming LGBTQ travellers are all white gay men, and how to be authentic, both in the experience and service offered and the way it is marketed. While these are all important topics to address (and will remain relevant), I’ve long had the feeling that we urgently need to go deeper into some of these topics, and take on new challenges as a sector, too. 

Going Further

That’s where ‘Going Further’ comes in. In early 2021 I started collaborating with the IGLTA Foundation on setting out this new vision in a report, using the lessons learned from the past few years, together with a large amount of primary and secondary research. Founded in 2012, the IGLTA Foundation is the public charity subsidiary of the IGLTA and supports initiatives for industry organisations, leaders and communities to advance LGBTQ+ travel around the world. 

Today we launch ‘Going Further: How to Make LGBTQ+ Travel Transformational for Travelers, Communities and the Planet

This 35-page report explains why the case for deepening the social, environmental and economic impact of LGBTQ+ travel is stronger than ever before, and through a series of five positive steps for action, provides practical recommendations on how this can be done. 

The report starts by exploring the impact of COVID-19 on the global LGBTQ+ population (impacts which are still affecting the lives of many around the world). It then presents exclusive data from the 2021 IGLTA Consumer Survey —with two new areas of data revealed for the first time in this report— that demonstrate how LGBTQ+ consumers are willing to adopt practices that reduce their environmental footprint and contribute to the wellbeing of communities in the destinations that they visit. 

The second half of the report explains how the LGBTQ+ travel community can work together to ensure that LGBTQ+ travel rebuilds in a way that brings net positive impacts to destinations. This is presented through five steps for positive action:  

1. Lightening our environmental footprint; recognising that the long-term survival of LGBTQ+ travel (indeed the survival of the global LGBTQ+ population) depends on natural resources being conserved and biodiversity being protected
2. Reflecting our diverse community; ensuring that people of color, women, seniors, families, transgender, non-binary, plus sized or disabled travelers and many other groups in society get much greater recognition and visibility in the LGBTQ+ travel space than they’ve seen in the past
3. Building our social impact; strengthening our role as agents of local regeneration, by changing the lives of those in need, and by helping to underpin the safety and quality of life of (LGBTQ+) residents in the destinations where we work 
4. Strengthening LGBTQ+ travel as an agent of change in emerging destinations; expanding the potential of LGBTQ+ tourism to combat damaging stereotypes about LGBTQ+ people, and demonstrate that tourism can be a vehicle for the global LGBTQ+ community to be more visible and better understood
5. Driving community transformation through travel; serving our community better by creating innovative new services and travel formats that help individuals in community to socialise, improve their health and wellbeing and make meaningful connections

Doing this can sometimes involve addressing the real, raw challenges that the global LGBTQ+ community still faces, and that’s not always going to be easy. However I believe that when we ask ourselves ‘why we do what we do’, the answer must challenge us to go way beyond earning money to pay the bills. I invite you to download this report today and use it to challenge yourself, your colleagues and your industry partners on how to ‘go further’. 

DOWNLOAD THE REPORT:

Going Further was launched on 27th October 2022 at the IGLTA’s 38th Annual Global Convention in Milan, Italy. Following the presentation, I was deeply honoured to be presented with the Hans Ebensten Hall of Fame Award, in recognition of my long-standing research and advisory work in the field of LGBTQ+ travel (read more here).

I’d like to close by thanking the Board of the IGLTA Foundation and staff of IGLTA for their support, as well as Aisha Shaibu from Moonlight Experiences for her valuable input on diversity, equity and inclusion.  

The International LGBTQ+ Travel Association has announced that Peter Jordan—Founder of Gen C Traveller and Head Strategist at TOPOSOPHY —is the recipient of the 2022 Hanns Ebensten Hall of Fame Award. This honor is awarded to a longtime IGLTA member who is a thought leader in LGBTQ+ tourism and has tirelessly contributed to the association/IGLTA Foundation in its mission to advance LGBTQ+ travel globally.

The award takes its name from the man widely considered the father of LGBTQ+ travel, Hanns Ebensten, and is selected by the IGLTA board of directors from the association’s members in 80 countries. This IGLTA Honor, presented with the generous support of American Express Travel, will take place on 27 October during IGLTA’s Global Convention in Milan.

“For more than a decade, Peter Jordan has been at the forefront of research and innovation within the queer travel community. From authoring international reports on LGBTQ+ inclusion and diversity to his work to advance sustainable models of development in tourism around the globe—Peter’s experience speaks for itself,” said IGLTA Board Chair Felipe Cardenas. “It’s no wonder Peter has become respected as one of the world’s leading specialists on LGBTQ+ travel. This award is well-deserved, and I look forward to seeing Peter continue his ever important work.”

Peter Jordan is a consultant and researcher based in Amsterdam, the Netherlands. He has authored pioneering reports on diverse aspects of tourism and LGBTQ+ inclusion for the UN World Tourism Organization (UNWTO) and European Travel Commission in collaboration with IGLTA and its Foundation.

He recently created a new report for the IGLTA Foundation, “Going Further: How to Make LGBTQ+ Travel Transformational for Travelers, Communities, and the Planet,” which will launch at the Milan convention. The report breaks new ground by bringing LGBTQ+ travel and sustainability together, with concrete recommendations for destinations and businesses.  

Peter has delivered multiple strategy projects, workshops, and keynote presentations on LGBTQ+ travel in English, Spanish and French for national tourism organisations and industry associations in Europe, Asia, Africa and North and South America. He is currently engaged in several strategy projects aimed at helping national and local destination management organisations navigate post-COVID-19 tourism recovery.

“I am deeply touched and very humbled to receive this award from IGLTA. I know that many recipients before me have been pioneers, opening new opportunities for LGBTQ+ people to travel globally, and changing many lives and local communities for the better,” Peter Jordan said. “I hope that my research has helped, and will continue to help to break down stereotypes, open doors and spark interactions that help many more LGBTQ+ people benefit from the life-changing benefits that travel can bring.”

For more information about this year’s convention in Milan, please visit igltaconvention.org.

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About IGLTA & the IGLTA Foundation

The International LGBTQ+ Travel Association is the global leader in advancing LGBTQ+ travel and a proud Affiliate Member of the United Nations World Tourism Organization. IGLTA’s mission is to provide information and resources for LGBTQ+ travelers and expand LGBTQ+ tourism globally by demonstrating its significant social and economic impact. IGLTA global network includes 12,000 LGBTQ+ and LGBTQ+ welcoming accommodations, destinations, service providers, travel agents, tour operators, events, and travel media in 80+ countries. The philanthropic IGLTA Foundation empowers LGBTQ+ welcoming travel businesses globally through leadership, research, and education. For more information: iglta.org, igltaconvention.org or iglta.org/foundation and follow us on Facebook @IGLTA, @IGLTABusiness or @IGLTAFoundation, Twitter, LinkedIn, and Instagram @iglta.

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The debate on tourism growth and its effect on destinations around the globe is moving quickly, and as tourism arrivals grow, those involved in promoting travel and tourism on a professional level in every sphere are coming under pressure to justify their work. What’s more, as the media pays closer attention to the impact of tourism, many are flagging up bad behaviour by visitors, especially those visitors who use photos and videos to influence others via their blog or social media accounts.

Against this background, iambassador, in partnership with Graz Tourismus recently brought together nine thought leaders from the world of destination marketing and content creation to ask some major questions, including:

• What role should travel bloggers and content creators play in the future of destination marketing?
• Where do travel bloggers and content creators fit in the debate about tourism and sustainability?
• What is ‘authentic’ content, and what role can it play in responsible destination marketing?
• What does responsible behaviour by travel bloggers, content creators and DMOs look like?

My role was to design and run the full-day workshop, capture the discussion and compile a report on what we found. The session revealed some fascinating insights, particularly on the way that ‘chasing the money’ has distorted the world of content creation, to the point that respected, long-established travel bloggers find themselves having to make a trade-off between producing thoughtful content, and listicle-style content that’s ready for consumers’ instant gratification.

‘Chasing likes’ is also leading influencers, as well as random members of the public to go to increasingly bizarre lengths to capture photos and videos. Sometimes this means putting their lives at risk, for example by standing on cliff edges or railway tracks or disrupting life for local residents and businesses (as occurs in the Rue de Crémieux in Paris or the tulip fields of the Netherlands).

One of the major conclusions from this first edition of the Social Travel Forum was: with influence comes responsibility. It’s essential for all those involved in travel content creation to recognise that their work can have lasting consequences for the environment and the life of local residents, and act responsibly towards the places and people that they visit. As people with online influence, it’s their job to set an example to others, and use their talents to help travellers become aware of what’s right and wrong when travelling.

You can download the full report here, and find out more about the Social Travel Summit where we’ll go deeper into this topic and more, this coming September.

Find out more about me and my work in destination marketing and development.

“Ask not what your destination can do for more LGBTQ+ visitors, but what they can do for your destination.”

This was my message at the recent IGLTA Annual Global Convention, held in an iconic place and time for the global LGBTQ population: the heart of New York on the 50^th Anniversary year of the Stonewall uprisings, the event that triggered the global Pride movement.

We live in an era when tourism, its impact on the environment, local people and the economy is  coming under increasing scrutiny in destinations around the world – not just in those places which are experiencing the most acute seasonal overcrowding, or ‘overtourism’ as it has become known.

For this, and a variety of other reasons, those responsible for planning and marketing tourism are now having to spend less of their time and money on promotion and more of it on destination development, which, according to the UNDP, destination management can be defined as ‘shaping the development and daily operation of tourism activities’. The recent shift by Amsterdam Marketing to become ‘amsterdam&partners‘, focussing on quality of life in the city is just one example of this.

As I told the audience in New York, there are five big reasons why professionals in the LGBTQ+ travel community need to turn their attention towards destination development:

1. It’s a global movement. A global shift is underway towards a renewed focus on destination development. For government organisations, spending on product development, supporting local business networks, crowd control and infrastructure investment is taking priority over promotion. Among the reasons for this, are that firstly, local residents and politicians are increasingly asking public authorities to intervene to manage their places better, to keep visitors flowing and address nuisance issues. Secondly, as arrivals grow, people are questioning more where their spending is going, and whether places are benefitting as much as they should be. Thirdly, there’s less of a need for the public purse to sponsor destination promotion if visitors are doing the promotion by themselves and seem to be travelling in ever greater numbers anyway.
2. We’re rethinking tourism. Rapid growth and negative outcomes for the environment and local communities is leading us to question whether full-speed growth is the ultimate goal. Is growth always good? Is there another way that has better outcomes for local people? As my Toposophy colleagues and I wrote in our Toolbox on Tourism Growth for European Cities Marketing, ‘if you’re not actively solving your city’s problems with tourism, then maybe tourism is adding to them?’. As my friend an industry colleague Anna Pollock has pointed out, the tourism industry is good at quantifying (and occasionally inflating) the positive impact, while barely bothering to quantify its environmental impact, among other things.
3. We’re re-focusing on impact and quality of life for local people. How much is tourism adding to their prosperity? How much does it impact daily life for local people?
4. We need to re-focus on how to stand out in a crowded field, in order to compete. First and foremost, this means focussing on developing a great series of products or experiences for visitors, by making the most of our own assets. It means genuinely understanding what we have, and ensuring that local people (with their consent) are part of the experience that we’re offering.
5. I believe that the LGBTQ segment can and must lead the change and be proactive, rather than defensive in showing how tourism can be positive for destinations. The LGBTQ segment is often highlighted as one that is innovative and ‘leads the way’ for other market segments. The whole LGBTQ market needs to get on the front foot in showing how this can be done.
   

What’s the way forward?

As a result of my expansive work on destination  masterplans and research elsewhere, I set out a three-point framework that that destinations everywhere can adopt in order to channel LGBTQ tourism for good:

1. Ensure that LGBTQ tourism contributes to the destination’s wellbeing – its people, economy and environment. Essentially, I challenged the audience to consider their whole local community as the start and end point of everything they do. In particular, we can all improve the support we give to local residents who could use some extra support, such as the LGBTQ community.
2. Prepare the ground with great products and strong networks. Rather than DMOs doing all the work alone, it is essential that they can count on local businesses in a ‘coalition of the willing’. They can be helped best by having opportunities to network and learn from each other, and being part of the destination’s LGBTQ market strategy (rather that watching from the side-lines while the local DMO does it all). This was something I covered in last year’s Handbook on the LGBTQ Segment, for the European Travel Commission.
3. Concentrate on building inclusive, diverse places to live (which make great places for LGBTQ people to visit). It’s hard work and it involves moving way beyond the world of tourism but ultimately destinations need to reflect the people they wish to attract. It’s something I’ve written about extensively in my 2^nd Global Report on LGBT Tourism for IGLTA and UNWTO.

What about marketing?

It’s also crucial to know that marketing still has its place in this puzzle; DMOs can still play a vital role in crafting a brand, marketing strategy which should include supporting local businesses in doing their own marketing. However they also need to turn their talents to explaining to local politicians, businesses and residents what they are doing and why.

Who’s doing well at destination development?

During the masterclass, we heard from one mature and one emerging LGBTQ destination: Barcelona, and Colombia. Mateo Asensio, International Promotion Manager of Barcelona Turisme described how they’re taking a new approach to getting specialist LGBTQ tourism suppliers and mainstream tourism suppliers to network and learn from each other. His organisation also organises an annual educational forum on the market, to help businesses develop and market their own products more effectively. In a similar way, I like the way that Stockholm LGBT under Christina Guggenberger acts as an informal arena for LGBTQ+ staff to come together to share their experiences and support each other, as well as its function as a marketing network.

Meanwhile, Francisco Sierra from the Colombian National Tourism Organisation ProColombia explained the rationale behind a major LGBTQ destination development project that I led wit them last year (find out more here). ProColombia knew the country had a competitive advantage in the market as an emerging LGBTQ destination, but wanted to ensure that tourism suppliers in the country were best able to seize those opportunities themselves. This done, we also worked on a longer-term strategy and Trade Guide for developing the market within Colombia and overseas.

In summary, the concept of destination development is nothing new. Finding consensus among businesses with competing interests, addressing problem issues and addressing the tough questions that tourism increasingly throws up is hard work and rarely glamorous. Yet in my view, it is essential that all those who care for LGBTQ travel pay closer attention to what’s happening on the ground and use their talent, contacts and energy to prove that the LGBTQ travel market really can bring a net benefit destinations across the globe.

Find out more:

• Discover my full range of publications on LGBTQ+ travel
• Check out my recent media articles on this subject and others
• Find out more about me
• Get in touch – just drop me a line at genctraveller[at]gmail[dot]com

Just ten years ago, Colombia’s tourism campaigns had a catchy but intriguing message: “Colombia: The only risk is wanting to stay”. This was, of course a nod to the country’s turbulent history, but also its many compelling attractions. Ten years on the message is a confident one: “Feel the rhythm”, with kindness, joy, diversity and music taking front and centre stage.

Diverse in every sense

The word ‘diversity’ is especially poignant. First-time visitors to Colombia quickly discover that the country is incredibly diverse in so many ways; in terms of landscapes, foods, music, wildlife and most of all, the socio-ethnic backgrounds of its people. This was certainly the case for me. In recent years Colombia has also taken huge steps ahead in recognising another type of diversity among its people, that of sexual orientation and gender identity.

In fact, Colombia is the only country in Latin America to offer legal protections to LGBTQ+ people in five different ways: in terms of same-sex marriage, adoption, ID name-changes for trans people, non-discrimination and promotion of equal rights through public services.

Aware that these legal guarantees could offer the country a competitive advantage in the global LGBTQ+ tourism market, ProColombia – the country’s export agency and national tourism board – were keen to help tourism suppliers inside and outside the country understand the opportunities it could offer. Colombia had already developed a presence in the LGBTQ+ market, exhibiting at various editions of the IGLTA Convention, and winning the award for Best Emerging LGBTQ Destination at FITUR in 2017.

Taking a new approach

ProColombia was serious about its commitment to developing its competitive position and understood that this can’t be done through promotion alone; first it’s necessary to have a clear picture of the current level of understanding and product development before approaching the market. It would also be necessary, through research to understand which source markets would be most receptive to the country’s promotion efforts later on, and ensure that the country’s tourism suppliers were well prepared. (This approach to destination development was one I explained in more detail at the IGLTA Convention in New York and will expand on more soon, in this blog).

In recent years I’ve researched extensively and helped to push the debate forward on how destinations should engage with their LGBTQ residents and visitors (you can find out more about my work and download reports for free here). I’ve also worked on mainstream tourism research, development and destination master plans. As a result, I saw the opportunity to help Colombia to grow this market sustainably, in a way that matched its tourism product and identity perfectly. In July 2018 we began our collaboration.

What did I do?

1. Research on key markets: I designed a comprehensive survey that was used to collect insights on LGBTQ+ travellers in five source markets for Colombia: Brazil, Canada, Mexico, Spain and the US
2. Destination audit: I visited four destinations that were identified for promotion in the LGBTQ+ market, evaluated products and services and interviewed tourism suppliers individually, and through focus groups
3. Training and education: In each destination I gave workshops in Spanish that covered market awareness, consumer trends, customer service, product development and marketing advice, to over 200 tourism suppliers
4. Strategy report: Based on my research and analysis I provided an internal report to ProColombia that set the framework for future LGBTQ+ market development
5. LGBTQ+ trade manual for tourism professionals: Based on my destination audit and global benchmarks, I wrote a Trade Manual, the ‘Guía Profesional para el Desarollo del Turismo LGBT en Colombia’, which has been distributed to tourism suppliers across Colombia and within its key markets. I was pleased to present the Trade Guide to ProColombia, CCLGBTCo and the recent IGLTA Annual Global Convention in New York

Through two inspiring (and action-packed) visits to Colombia, I could see for myself that indeed, the only risk was wanting to stay (oh, and in putting on weight from so much amazing food and drink). During two visits to Colombia I met over 200 tourism suppliers across the country and could see for myself how enthusiastic they are about welcoming LGBTQ visitors to see the country for themselves. I urge you to do the same.

Special thanks go to:

• The staff at ProColombia offices in Bogotá, Cartagena, Medellín and Pereira for their support throughout my visit
• Santiago Aguirre at ProColombia who proved instrumental in setting this project up and helping it to run so well, from start to finish, and:
• Felipe Cardenas, President of Colombia’s LGBT Chamber of Commerce and John Tanzella, President of the International Gay & Lesbian Travel Association (IGLTA) for lending their support to the project and Trade Manual

Find out more:

• Discover my full range of publications on LGBTQ+ travel
• Check out my recent media articles on this subject and others
• Find out more about me
• Get in touch – just drop me a line at genctraveller[at]gmail[dot]com

DOWNLOAD The ETC Handbook on the LGBTQ Travel Segment in Europe

It’s summer in Europe, and Pride is in the streets. Historic buildings are adorned with rainbow flags and grand avenues are packed with party-goers. For LGBTQ residents in large, liberal capital cities this can seem like a fun routine. For those who live in less accepting corners of Europe, it’s a chance to be visible, show defiance and appeal for equal rights change from those in power. Either way, the spectacle of a European city celebrating Pride is a major attraction in itself to potential LGBTQ visitors in countries such as China, Russia and the United States; all important inbound markets for Europe as a destination.

‘Europe’ means different things to different people, but when the European Travel Commission (ETC) asked me to take on this project, their mission was clear: they wanted to understand how Europe as a destination was generally perceived by LGBTQ travellers in Europe’s major long-haul markets. They wanted to know how the LGBTQ market works, how it’s likely to evolve in the future and what the national tourism organisations (NTOs) in across Europe could do to improve their product and marketing for this segment.

“Engaging with the LGBTQ segment is, in essence, about creating a safe and welcoming environment for LGBTQ travellers and communicating it with understanding and respect.”

As the author responsible for bringing these insights together, I coordinated with the International Gay & Lesbian Travel Association (IGLTA), which has an Organisational Partnership with the ETC and used its Foundation to source specialists who could be interviewed. We were also delighted to work with Hornet, a major gay social network that generously provided time and resources to distributing a consumer survey across the target markets: Brazil, China, Japan, Russia and the United States. To get deeper insights I interviewed 18 travel industry specialists and experienced travellers from the countries in question, and gathered competitive data and case studies from destinations around the globe.

What’s in the Handbook?

• Analysis of the LGBTQ market today, and major trends
• Expected future evolution of the market
• First-hand consumer insights from five major outbound markets
• Insights on cultural factors shaping demand in all five markets
• Competitor benchmarking and case studies
• Comprehensive recommendations to European destinations

Global trends that touch individual lives

Researching and educating on the LGBTQ market segment involves straddling two strange worlds. On one level we see the positivity: big celebrations, corporate advocacy and a story of progress. On another level we learn that the way LGBTQ people are treated by society at home, or when travelling has a deep impact. Experiencing homophobia or transphobia, -even ‘micro-agressions’ that accumulate over time- can have tragic consequences.

In June 2018, during the preparation of this Handbook we held an educational day for NTOs and tourism suppliers in Brussels. One of the speakers on that day was Paulien de Groot, a transgender woman from Belgium. She spoke of the casual transphobia that she suffered at the hands of businesses both at home in Belgium, and from waiters and hotel receptionists when travelling on holiday. Tragically, the following month, Paulien took her own life, shocking all of us who had known her -even briefly.

At the educational day, Paulien said something so simple and self-evident, that we felt that it should be included at the very start of the report:

“It makes business sense to make travellers feel safe and welcome, and to treat them with respect”

The full Handbook is out now as a free download. I really do help it helps travel industry professionals in Europe and beyond to help ensure a warm, genuine welcome to travellers, no matter what their sexual orientation or gender identity.

FIND OUT MORE:

Download the Handbook now

As part of its ongoing advocacy programme, the European Travel Commission has sponsored this Handbook and has published it free of charge. Furthermore, the full series of case studies and interview transcripts is available as a supplement, upon request from ETC or IGLTA.

Discover my past publications on LGBTQ tourism

Discover my other past publications on destination marketing and development

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Contact me: genctraveller[at]gmail[dot]com

The principle is simple, but it is one of the most powerful arguments behind why destinations and travel brands should continue to push ahead with a clear agenda favouring LGBT inclusion and diversity. It is also one of the messages at the heart of the Global Report on LGBT Tourism, published this month by the UN World Tourism Organization (UNWTO) and the International Gay and Lesbian Travel Association (IGLTA).

Download the full report: Second UNWTO Global Report on LGBT Tourism (18MB)

As the author of the report, I was determined to tackle the question of what it means to target the LGBT consumer in a world where lesbian, gay, bisexual and transgender people live so differently; to the point of near-total integration in many developed world countries, or to facing the horror of genocide in countries which are rapidly slipping backwards.

It became clear that helping LGBT people to be visible is essential. Research has shown that when LGBT people are visible, and that their true diversity is reflected in the media and in public life, the effect is self-perpetuating and helps more LGBT people to be open with their family, their friends, their co-workers and most importantly, themselves. This in turn, helps further acceptance at national, and ultimately international level. (All the more prescient today, since I have published this post on 17 May – the International Day Against Homophobia)

Well-established LGBT destinations told us that having a visible LGBT population, visible LGBT political representatives, visible LGBT marketing campaigns, and a history of promoting diversity was essential to having established a loyal following among LGBT travellers. For LGBT people in emerging outbound markets, social media has been instrumental in showing them that they are not alone, and in helping them to connect.

What can the global travel industry do to help?

One of my main arguments is that the global travel industry can start by promoting equal rights for LGBT people at all levels; in the workplace and in the streets, at home and overseas. Using the principles applied by some of the world’s most successful businesses, I argue that this is because LGBT inclusion leads to economic prosperity as people perform better when comfortable in their working environment. This, in turn, prosperity creates vibrant, liveable places, which make for great destinations.

The UNWTO Secretary-General Taleb Rifai makes a direct appeal in his opening message: “I invite all tourism leaders to provide a supportive environment for LGBT tourists, in order to associate our sector with open-minded activities that embrace differences between peoples and cultures”.

Unique insights for the travel industry

In compiling this report, I brought insights from international organisations, governments, NGOs, the media and think-tanks, dedicated to tourism and LGBT rights. Data from a dedicated survey of 70+ destinations around the world is included, as well as my own insights on destination marketing and development.

The report, which was launched at the 34^th IGLTA Annual Global Convention held on 4-6 May in St Petersburg, Florida, is the only one of its kind and has been written to reflect the current state of destination marketing, management and LGBT equality around the globe.

It is ideal for anyone who is interested in the LGBT traveller and their impact on the global travel and tourism industry. It also gives extensive recommendations to destinations on how to start out with the LGBT segment, or refresh their approach.

Funding for the Second Global Report on LGBT Tourism was kindly provided by the IGLTA Foundation and the Greater Fort Lauderdale Convention & Visitors Bureau.

I would also like to thank the team at IGLTA and the staff of the staff of the UNWTO Affiliate Members and Communications departments for all of their help throughout this project.

How to make LGBT travel matter to Millennials

In the past I’ve written blog posts and given numerous presentation on the challenges posed to those in LGBT marketing, by shifting attitudes towards sexual orientation and gender identity among younger generations. Many ask “is LGBT travel still a thing?”. My answer is that it is a thing, but you have to upgrade your marketing message and product proposition to the reality of how LGBT people live in the 21st century.

I explain more about this on pages 70-73 of the new report, and you can also check out my past post ‘How to Make LGBT Travel Matter to Millennials‘.

Find out more

Check out this quick guide to the report

View the UNWTO press release about the report

Download the First Global Report on LGBT Tourism (2012)

Learn more about UNWTO, IGLTA and the IGLTA Foundation

Learn more about the author

Want to know more? Contact me: genctraveller[at]gmail[dot]com

 Jump to my publications by category:

Millennial traveller insights

Destination marketing and development

Emerging outbound markets (Asia outbound travel)

The sharing economy

LGBT tourism

Products and segments (shopping tourism, food travel)

This updated and expanded edition of the United Nations World Tourism Organization’s first Global Report on LGBT Travel (you can find it in my publications) will look at where demand for global travel by  lesbian, gay bisexual and transgender consumers will come from in the future.

This project has been a year’s work, and I’m proud to present what I found to the delegates of #IGLTA2017, the 34th Annual Global Convention of the International Gay and Lesbian Travel Association (IGLTA) in St Petersburg, Florida.

This report will cover:

• The global state of LGBT rights
• The role of the United Nations in seeking equal rights for LGBT people
• Understanding the LGBT consumer
• Key trends in LGBT tourism:
  • Diversification in destinations and product development for the LGBT traveller
  • The influence of Millennials on LGBT tourism
  • The status of LGBT consumers in emerging outbound markets
  • Multi-generational LGBT travel
  • Understanding the transgender traveller
• Extensive recommendations for both mature and emerging destinations for the LGBT segment

The report will available in print to IGLTA Convention delegates, and for free download from the UNWTO. Please stay tuned to @genctraveller and @IGLTA and catch the report hot off the press!

Video: Patrizia D’Aloe

These are just a few of the conclusions from a comprehensive new report just released by the Pacific Asia Travel Association in partnership with Visa Worldwide and Toposophy.

Encouraging visitors to leave crowded hotspots and go in search of more enriching experiences has never been more important for destinations looking to capitalise on the rising tide of visitors from Asia’s emerging outbound markets. However putting this into practice is not so simple, especially when first-time visitors might not even know what else is available in the local area.

Finding ways to deal with crowds and helping visitors to explore further by themselves is putting destination management organisations (DMOs) seriously to the test. It requires a high degree of coordination with a range of stakeholders, the ability to develop an attractive product in new destinations and put in place the infrastructure to help visitors to get there and stay for a while. Following this, DMOs have to use their creative flair to raise awareness of alternative options, and then give people compelling reasons to visit.

Stepping Out of the Crowd is the second in PATA’s series of youth travel reports, and follows The Rise of the Young Asian Traveller which I authored in 2014. This new report covers the whole range of complex questions related to Asian Millennial traveller trends and tourism dispersal in a 150-page report that draws on unique consumer research carried out among 13 Asian outbound markets, expert opinion, case studies from leading travel brands and data from PATA’s own forecasts on cross-border travel. It also gives practical recommendations on where to start when putting a dispersal strategy in place.

Main features of the report:

• Unique consumer research from Millennials in 13 outbound markets across Asia on their attitudes towards trip planning, city visits and going ‘off the beaten track’.
• Data from the PATA five-year forecast to show how international arrival arrivals will affect APAC destinations in the coming years
• Data and opinion from 14 market-leading tourism organisations, travel brands and influencers (including VisitBritain, NBTC Holland Marketing, Eurail Group and Discover Los Angeles) on how to set out an effective dispersal strategy.
• Recommendations to public and private sector organisations on how to create more effective and rewarding products that encourage dispersal for Asian Millennial travellers.

How to get the report:

Full report – PATA Store (free for PATA members, US$100 for non-members)

Executive Summary (free download)

The project research for it was generously sponsored by Visa Worldwide and since TOPOSOPHY was the project’s research partner, my talented colleagues supported me with their inputs too, for which I am extremely grateful.

The bigger picture

Working on this groundbreaking project has taught me how the best DMOs are already hard at work to encourage dispersal, and to spread visitor spending as widely as possible – even in developing countries which find it hard to meet the needs of local residents, let alone demanding visitors. Yet in the end, dispersal is everyone’s business, as I explain in my recent TOPOSOPHY blog post.

This project has also shown in a variety of ways how much harder the tourism sector globally needs to work on this question. As far as tourism arrivals from Asia to Europe go, we’re just seeing the tip of the iceberg. Other regions of the world are emerging rapidly as key outbound markets, on top of all those travellers from advanced economies who travel several times per year with the same big attractions on their bucket lists.

I hope that this report will help tourism boards and travel brands of all kinds to kick-start their approach to making tourism dispersal work for all, before it’s too late.

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What’s the context?

The rapid emergence of Asian economies and the subsequent accompanying boom in travel has attracted the attention of the global travel and tourism community, as well as countless others. In recent years the sheer number of outbound travellers from Asian countries combined with their well-documented spending power has made an impact beyond Asia and the Pacific region, as destinations in all other regions race to understand the Asian traveller and adapt their products and services accordingly.

The Rise of the Young Asian Traveller, released today by the Pacific Asia Travel Association (PATA), explains how and why it is predominantly young people who are fuelling this growth, looking to explore the world beyond their country’s borders.

I am the author of this report, and for three months in early 2014 I was assisted by a talented team at PATA Headquarters in Bangkok. Research of this kind is extremely rare, with scant coverage of this region which is undergoing a tourism boom. It was great to learn first hand about the shape that youth travel growth is taking, through online surveys and focus groups.

In line with PATA’s ‘Next Gen’ strategy, the report is intended to help tourism industry professionals around the world to understand the importance of engaging with young people, both as consumers and employees in the travel and tourism industry, and to give them an understanding of the power of the young Asian traveller to shape global travel and tourism in the years to come.

What’s in the report?

Nearly 3,000 travellers between the ages of 15-34 participated in an online survey distributed across 13 countries in Northeast and Southeast Asia including China, Korea (ROK), Japan, the Philippines, Thailand, Vietnam, Indonesia and Malaysia.

Crucially, in addition to this valuable data, I have gone the extra mile by explaining what’s driving the trends it describes with articles and invited commentary from industry experts. These include:

• Why youth travel does not always mean ‘budget travel’ in Asia
• What the leap to mobile technology will mean for travel providers across the region
• How low-cost carriers have capitalised so successfully on the youth market across the region
• Why the most sophisticated tourism boards look to attract students as well as leisure travellers
• Who exerts the biggest influence on young Asians’ travel decisions
• Why it is important to start reaching the next generation of your brand’s consumers today

PATA CEO Martin J. Craigs said, “This report highlights very effectively why Asia’s top destinations and tourism brands need to sit up and take notice of young consumers and their travel tastes. Today’s young travellers will very quickly become business and family travellers, so it is important to show them your trust and loyalty from a very early stage”.

PATA Members of certain categories are able to access the full report free of charge, while others will be able to purchase it for a fee. Take a look at the Executive Summary to find out more.

In future posts I will discuss the implications of the report and how its findings will prove useful to brands and destinations of all sizes in reaching the next generation of Asian travellers.