lgbt+ sector
$5.4 trillion. What’s more, research from the United Nations World Tourism Organisation has identifi ed that LGBT+ people holiday more frequently and display higher spending patterns than their heteronormative counterparts. As a result, destinations, tour operators and other travel providers should be falling over themselves to target and serve this demographic. Many do, but such targeting needs to be authentic or risk being perceived as nothing more than a box-ticking, ‘pink-washing’ exercise. For example, LGBT+ travellers will unsurprisingly think twice about visiting destinations or operations that do not serve their needs, or where their orientation or gender identity might not be warmly received. A recent survey by Gay Star News (conducted in partnership with TTG) found that 90% of the 2,000 respondents identifi ed personal safety as a key consideration when holiday planning. As a result, countries such as Russia, Nigeria and Uganda rarely
feature on
advertising campaign fronted by transgender models. The city also stages the unique Southern Comfort Transgender Conference and operates an LGBT+ Visitor Centre in the ‘gaybourhood’ of Wilton Manors, the region’s LGBT+ hub. But perhaps the most inventive destination in this sector is Provincetown, the famously LGBT- friendly resort at the tip of Cape Cod. Tourism chiefs have identifi ed scores of niches within the LGBT+ sphere and market special events for each demographic throughout the season, such as Single Women’s Weekend, Women of Color, Mates Leather Weekend and Family Week. The overriding message from Anthony Fuccillo, Provincetown’s director of tourism is: “There’s something for every LGBT+ person in Ptown!”
LGBT+ travellers’ bucket lists on account of their discriminatory, anti- LGBT policies. Conversely, destinations off ering landmark LGBT+ celebrations with international cachet (such as Sydney Mardi Gras or Madrid Pride) feature prominently with this sector. But that’s not to say everyone’s ideal holiday need incorporate an ‘out and proud’
BodyHoliday in St Lucia off ers scientifi c testing as part of a luxury wellness holiday
wtm.com autumn 2018 wtm insights 43
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