018_Global12_WTMad

Global issue 12

Advertisement The largest ever research study of the LGBT travel market reveals the latest global trends New research shows which travel destinations hold the most appeal for one of the most valuable niche demographics – the lesbian, gay, bisexual and transgender (LGBT) travel market The United Kingdom and London Reed Travel Exhibitions Director now fallen one place behind tradition- are the big improvers in this year’s for WTM, Simon Press, said: “I am al gay favourite, San Francisco. rankings, released today by Out Now delighted to be able to announce the Talk of the eurozone crisis has not Business Class (www.OutNowBusi- launch of Out Now Business Class at deterred LGBT travellers. They have nessClass.com) –the world’s leading WTM. The LGBT market is of growing pushed Greece up the rankings to ap- LGBT business networking member- importance to the global travel and pear in the top ten most desired gay des- ship association. tourism industry, and it is great that tinations globally. Italy has also moved Out Now is the premier global LGBT WTM is able to lead the way in offer- up while Spain has dropped two places. market specialist, and the Out Now ing business opportunities for such an Darren Cooper, Senior Consultant Global LGBT2020 Tourism Report important sector of the market.” at Out Now based in London, said the 2013 is the result of three years of The new LGBT pavilion at WTM results contained some surprises and research, with data collected from al- is specifically designed to highlight a few wake-up calls. most 100,000 respondents in 24 coun- those tourism industry players that “The latest LGBT2020 tourism tries. Sampling was undertaken in 12 are most committed to expanding research data from Out Now Business languages, and this year comparative their share of this growing market. Class is one of the year’s most an- data for respondents from Israel, India One of the exhibitors – Berlin Touris- ticipated releases, as we track global and Turkey were included for the first mus – has seen its LGBT2020 ranking LGBT tourism trends the industry time. Respondents were asked which increase by four places this year, as needs to know in order to optimally of a large number of listed countries a result of their concerted strategic position for this potentially lucrative and cities they wanted to visit in the marketing focus on the LGBT sector of market,” Cooper said. “This year it next three years. the travel market. seems that Team GB can take credit LGBT tourism is big business. In In terms of most popular gay cit- for a few more wins as both London 2012, Out Now’s research showed ies, New York has remained in the and the UK have seen significant that the total tourism spend by LGBT number one position for the second improvements in their appeal to this people globally will exceed US$165 year running. However, NYC is being market. When you consider the scale billion. very closely challenged by Rio de Ja- of the LGBT market opportunity, mov- For the first time, there is also a neiro in second place, which moved ing up or down a notch can mean hun- dedicated LGBT sector exhibition up one place and pushed Sydney dreds of millions difference in tourism space – ‘Out Now Business Class’ – at down to third place. revenues for a destination.” WTM. This will significantly increase France has moved up, and is now The findings are the first data to be visibility, market access and network- the number one most desired desti- released from the report, which will ing opportunities for exhibitors – such nation country for the more than 6 be revealed in full at the World Travel as airlines, destinations, hotels, tour percent of the total global tourism Market (WTM), the leading global operators, marketing specialists and industry identified as LGBT. The USA event for the tourism industry, in Lon- others – allowing them to extend their has lost its top spot, falling from first don this November. consumer reach and markedly expand to third place this year. One of the big- their own share of global LGBT tour- gest improvers as the industry heads For the full tables visit www. ism. Among confirmed exhibitors are towards 2013 – and apparently bask- outnowconsulting.com/latest-up- tourism marketing offices from Berlin, ing in the Olympics afterglow – is the dates/press-centre/most-popular- Helsinki, Pridetours from Israel and UK, which has moved up from fourth gay-tourism-hotspots-for-2013- THE OUT NYC – a lesbian and gay- place to second. London has moved revealed.aspx targeted hotel from New York. ahead of Paris this year, which has 18 lwww.global-briefing.org global


Global issue 12
To see the actual publication please follow the link above