These quick tips are designed to help you get through these hard times. If you have any tips that you want to share, send them to marketing@tourismtiger.com(opens in a new tab)
In recent years, LGBTQ+ travel has seen a significant increase in spending and participation. It is now well-established that travellers from queer communities are spending more than other travellers(opens in a new tab). In Canada alone, the community spends $12.3 billion a year on travel(opens in a new tab), with expenditure having risen by 50% in the last 10 years. Another recent finding(opens in a new tab) noted that LGBTQ travellers feel more comfortable about returning to non-essential travel after COVID-19 than their non-LGBTQ+ peers.
Following the cancellation of Pride events around the world this year due to the pandemic and fears of social-distancing issues, many queer travellers have had to cancel their travel plans. To illustrate the loss to the tourism industry, last year 5 million people visited New York City for Pride weekend(opens in a new tab) alone, with around 20 million attendees around the US. While the loss of Pride hurts NYC tourism, it is another devastating blow to the LGBTQ+ community. Certain countries’ commitments to the further development of LGBTQ+ rights have been harmed by the coronavirus(opens in a new tab), as funding is shifted around to address the immediate problem of the virus. Organisers have therefore had to quickly look for ways to shift the 500 cancelled events online, which has culminated in a global 24-hour Pride Livestream(opens in a new tab) on 27th June.
If you aren’t creating tours or activities with the LGBTQ+ community, and all minorities, in mind then it is time to get on the bandwagon or you’ll be left behind (not only in bookings). This doesn’t mean creating marketing campaigns directed at these communities but rather, being aware of the unique needs and differences of all travellers in today’s societies. As we wrote about previously(opens in a new tab), this might include:
- Encouraging LGBTQ+ inclusion and diversity among all destination stakeholders,
- Conducting research and sharing it with your partners,
- Being authentic, or
- Creating partnerships with local LGBTQ+ businesses and communities.
Every little bit counts!
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