1er Reporte de Turismo LGBT OMT 2012 PDF

Global Report on
LGBT Tourism
AM Reports: Volume three
AFFILIATE MEMBERS REPORT PUBLISHED BY UNWTO AND IGLTA

Global Report on LGBT Tourism/ AM Reports: Volume three
Index / Highlights
Major trends in world tourism: overview page / 04
The economics of LGBT tourism page / 08
The social impact of LGBT tourism: why welcoming LGBT travellers is not just good for business page / 10
LGBT rights and the United Nations page / 12
Emerging trends in LGBT tourism page / 14
Proud LGBT destinations page / 16-33
Business Case Studies page / 34-36
Destination survey: How do UNWTO and IGLTA members reach out to LGBT consumers? page / 37
New UNWTO publications page / 38-40
World Tourism Organization, 2012 Published by the World Tourism Organization, Madrid, Spain
Secretary General: Taleb Rifai First printing: January 2012 / All rights reserved
Executive Director for Competitiveness, External The designations employed and the presentation of
Relations and Partnerships: Márcio Favilla L. de Paula material in this publication do not imply the expression of
any opinions whatsoever on the part of the Secretariat of
the World Tourism Organization concerning the legal status
UNWTO Affiliate Members of any country, territory, city or area, or of its authorities or
concerning the delimitation of its frontiers or boundaries.
Director: Javier Blanco
World Tourism Organization
Project manager, Global Report on LGBT Tourism: Calle Capitán Haya, 42
Peter Jordan 28020 Madrid, Spain
Tel.: (+34) 915 678 100
UNWTO and IGLTA would like to sincerely thank all those
Fax: (+34) 915 713 733
who contributed material to this report.
Website: www.unwto.org
Additionally, both organizations wish to thank NYC & E-mail: omt@unwto.org
Company for sponsoring the printing of this report.
Design and printing: www.detectivegrafico.com
Copyright © 2012
Cover photo by Daniel Korzeniewski / shutterstock.com World Tourism Organization (UNWTO)
Director, UNWTO Affiliate Members
Foreword: Javier Blanco
The UNWTO Affiliate Members Programme is proud to present this Global Report on
LGBT Tourism, part of our series of AM Reports. With the knowledge and support of
the International Gay and Lesbian Travel Association, as well as the UNWTO Affiliate
Members, this report examines LGBT tourism from a social, political and economic
perspective.
As the articles from our contributors demonstrate, discrimination, to defend our fellow human beings and
in recent years many advances have been made in our fundamental principles”*.
legislation around the world to accord equal rights to The case studies and commentaries featured in this
LGBT people, resulting in economic benefits in a range report demonstrate the clear relationship between
of sectors, not least in tourism. Indeed, the UNWTO countries’ progressive policies towards LGBT people
Global Code of Ethics for Tourism makes clear that and the economic benefits for their tourism sector.
tourism is ‘an irreplaceable factor of self-education, However, the social benefits are becoming clearer too,
mutual tolerance and for learning about the legitimate as more and more destinations are benefitting from the
differences between peoples, cultures and their associated brand image of tolerance, inclusiveness and
diversity’. diversity.
However we must not forget that many LGBT people I would like to thank all the Members of UNWTO and
across the globe continue to suffer from repression IGLTA for their lively and engaging case studies and
and homophobia. As a specialized agency of the commentaries. I would also like to thank IGLTA for
United Nations, UNWTO stands behind the direct their support in this initiative as well Peter Jordan of the
appeals made by the UN Secretary General to “repeal UNWTO Affiliate Members Programme for coordinating
of laws that criminalize homosexuality, that permit the report. We look forward to learning from your own
discrimination on the basis of sexual orientation or experiences in working with the LGBT market on
gender identity or that encourage violence, calling
on the international community to stand against www.platma.org / www.unwto.org
* See article “The UN and LGBT rights” p. 13
2 Global Report on LGBT Tourism / AM Reports: Volume three World Tourism Organization (UNWTO)
President/CEO, International Gay and Lesbian Travel Association
Foreword: John Tanzella
The International Gay and Lesbian Travel Association market. By reaching out to gay travellers and creating a
(IGLTA) proudly became the first gay organization to welcoming infrastructure, tourism businesses are helping
receive Affiliate Member status in the World Tourism to combat homophobia.
Organization (UNWTO) in November 2010, and so it’s
with great excitement that we embark on our inaugural
Through the following case studies, you’ll connect with
collaboration together. This report aims to educate and
destinations (both established and emerging), airlines and
engage tourism leaders around the world regarding the
travel agents who have benefitted from their outreach to
global impact of lesbian, gay, bisexual and transgender
LGBT travelers. You’ll also find the latest trends within
(LGBT) travel.
this burgeoning industry.
Certainly, from an economic point of view, there has

We are grateful to the UNWTO for this opportunity to
been much discussion of this market. Estimates place
expand the minds of tourism professionals globally and
its annual worldwide economic impact at more than
thank the many members of our industry who contributed
140 billion USD. But equally important are the social
to this report.
implications of supporting a strong, healthy LGBT travel
The International Gay & Lesbian Travel Association is the leading member-based global organization dedicated to
LGBT tourism. Its mission is to create value for LGBT travellers and expand LGBT tourism globally by demonstrating
its significant social and economic impact. Founded in 1983 with 25 members, IGLTA now has a truly global presence
with more than 2,200 dues-paying member businesses. The association represents LGBT and LGBT-friendly
accommodations, destinations, service providers, travel agents, tour operators, and events, as well as the LGBT
travel consumers they wish to serve. Comprised of a staff of seasoned executives, a governing board of directors and
28 ambassadors representing 25 countries and regions, IGLTA serves its membership through a wide range of events,
educational and networking opportunities, digital platforms, and an annual global convention.
Global Report on LGBT Tourism / AM Reports: Volume three

3
Major trends in world tourism: overview
For many developing countries The role of tourism in developing countries it is one of the
development, prosperity and main sources of foreign exchange
tourism is one of the main sources well-being income and the number one export
of foreign exchange income category, creating much needed
Over time, an ever increasing number employment and opportunities for
and the number one export of destinations have opened up and development.
invested in tourism development,
category, creating much needed turning modern tourism into a key driver An increasingly important
employment and opportunities of socio-economic progress through influence on the global
the creation of jobs and enterprises, economy
for development. infrastructure development and the
export revenues earned. Based on the currently still fragmented
As an internationally traded service, information from countries with data
inbound tourism has become one of available, tourism’s contribution to
the world’s major trade categories. worldwide gross domestic product
The overall export income generated (GDP) is estimated at some 5%.
by inbound tourism, including Tourism’s contribution to employment
passenger transport, exceeded US$ 1 tends to be slightly higher and is
trillion in 2010, or close to US$ 3 billion estimated in the order of 6-7% of
a day. Tourism exports account for as the overall number of jobs worldwide
much as 30% of the world’s exports (direct and indirect). For advanced,
of commercial services and 6% of diversified economies, the contribution
overall exports of goods and services. of tourism to GDP ranges from
Globally, as an export category, tourism approximately 2% for countries where
ranks fourth after fuels, chemicals tourism is a comparatively small
and automotive products. For many sector, to over 10% for countries
ARTICLE
© Tanja Krstevska / shutterstock.com

where tourism is an important pillar to offset losses or bring them close to Worldwide, international
of the economy. For small islands this target.
and developing countries, or specific tourist arrivals in 2010
regional and local destinations where 2011 overview reached 940 million, an
tourism is a key economic sector, the
importance of tourism tends to be Contrary to the trend in recent years, increase of 6.6% over the
even higher. growth in arrivals during the first
eight months of 2011 was higher in previous year.
advanced economies (+4.8%) than in
Current situation in world
emerging ones (+4.2%), due largely to
tourism
the strong results recorded by Europe
(+6%). In Northern Europe (+6%) and
Recovery from the global
Central and Eastern Europe (+9%), the
financial crisis
recovery which began in 2010 gained
In 2010, world tourism recovered momentum this year. The same is
more strongly than expected from the true for some Southern European
shock it suffered in late 2008 and 2009 destinations (+8%), which this year
caused by the global financial crisis also benefited from the shift in travel
and economic recession. Worldwide, away from Middle East (-9%) and
international tourist arrivals in 2010 North Africa (-15%).
reached 940 million, an increase
of 6.6% over the previous year. Since the beginning of the year, most
According to the UNWTO Tourism emerging economies have continued
Highlights 2011, the vast majority of to prosper, while most advanced
destinations reported positive and economies – apart from the ‘newly
often double-digit increases, sufficient industrialised’ economies of Asia –

5
International Tourism Arrivals 2009-2010
Rank
Million Change (%)
Series 2009 2010* 09/08 10*/09
France TF 76.8 76.8 -3.0 0.0
United States TF 55.0 59.7 -5.1 8.7
China TF 50.9 55.7 -4.1 9.4
Spain TF 52.2 52.7 -8.8 1.0
Italy TF 43.2 43.6 1.2 0.9
United Kingdom TF 28.2 28.1 -6.4 -0.2
Turkey TF 25.5 27.0 2.0 5.9
Germany TCE 24.2 26.9 -2.7 10.9
Malaysia TF 23.6 24.6 7.2 3.9
Mexico TF 21.5 22.4 -5.2 4.4
For 2012, worldwide have been sluggish and plagued by 2012 at a glance
uncertainty. Yet, a series of negative
international tourist arrivals shocks, of which the earthquake and UNWTO’s initial forecast for the
coming year points to a growth below
are expected to grow in the tsunami in the Tōhoku region of Japan
and the revolutions and protests in the 4% long-term average. For 2012,
range of +3% to +4% various countries of North Africa and worldwide international tourist arrivals
the Middle East were by far the most are expected to grow in the range
important, had a greater impact on of +3% to +4%, slightly lower than
emerging economy destinations than in 2011, but sustaining the positive
on advanced economies. results of 2010 (+7%) and 2011. In
At the time of writing (December 2011) this case, the number of international
UNWTO expects tourism to have tourist arrivals will break the 1 billion
increased by around 4-5% globally mark in 2012. This outlook reflects
during 2011. Many destinations in the complicated economic conditions
Europe have benefitted from the unrest seen in major advanced economies.
in the Middle East and North Africa The stalled economic recovery
and there has been a lot of impressive and increased financial and fiscal
growth in the emerging economies challenges have brought growing
(China +30%, Russia +21%, Brazil uncertainty to the tourism market.
+44%, India +33%). On the other hand, North Africa and
The UNWTO World Tourism Barometer offers a unique overview of short term international tourism
trends. It is developed by UNWTO with the aim to provide all those directly or indirectly involved in
tourism with adequate up-to-date statistics and analysis in a timely fashion. It is updated three times
per year and is available in English, French and Spanish in print and PDF version.
For more information visit: www.e-unwto.org
ARTICLE
the Middle East should start to show Looking ahead: Tourism

signs of recovery from the depressed Towards 2030
2011 results. However, the political
situation has to settle down first and a International tourist arrivals are
full recovery in tourism might be more expected to increase by an average
difficult and slower than hoped for. 43 million a year over the next two
decades, reaching 1.8 billion by
Nevertheless, the current results 2030, according to the UNWTO
reflect the strong resilience of tourism report Tourism Towards 2030. The
demand, substantiating our forecast report finds that the number of
that international tourism will continue international tourist arrivals worldwide
to grow in 2012, albeit at a slower will increase by an average 3.3% a
pace, creating much needed exports year over the period 2010-2030. This
and jobs in many economies around growth is slightly more moderate than
the world. the average 3.9% a year between
Look out for the next issue of the 1995-2010, given that it is based
UNWTO World Tourism Barometer, on much higher volumes and that
scheduled for the second part of the next decades are expected to
January 2011. see slower GDP growth, as well as
a move towards slightly higher air
transport costs.
International tourism, World

International Tourist Arrivals, million
2,000
1,750
1,500
1,250
1,000
750
500
250
0
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
Source: World Tourism Organization (UNWTO) ©
UNWTO’s long term forecast ‘Tourism Towards 2030’ was launched at the UNWTO General Assembly in the Republic of Korea in
October 2011. To read more, you can subscribe to the UNWTO e-Library (www.e-unwto.org) or purchase a printed version at (www.
unwto.org/infoshop).
The data in this section was kindly provided by the UNWTO Tourism Trends and Marketing Strategies Programme.

7
The economics of LGBT tourism
© pjcross / shutterstock.com
As the global visibility of the lesbian, gay, bisexual and transgender (LGBT) community
increases, the discussion of the market’s economic impact continues to gain traction.
Perhaps nowhere is this more evident than in the travel industry.
News articles are quick to embrace the a community. LGBT people cannot be average of 3.3 trips in the last 12 months.
idea of the “pink dollar,” promoting the reduced to a stereotype. The largest segment of respondents fell
idea of LGBT travellers as a commodity Much of the most far-reaching LGBT in the mid-range price point for travel,
with a high disposable income. This is travel data collected to date comes followed by economy/budget and then
reflected in the much-bandied-about from members of the International Gay luxury; however, the majority of replies
acronym DINK – dual income, no kids – & Lesbian Travel Association. (See also in the economy/budget category (61.6%
which paints same-sex couples as the p.14 for an LGBT travel trend analysis gay men/bisexual; 57% lesbians/bisexual
optimal consumers and often highlights by Bob Witeck). In December 2011, women) indicated that this decision was
gay men as bigger spenders than their San Francisco-based firm Community based on the desire to take more trips
lesbian counterparts. Marketing Inc.* released its 16th Annual rather than out of financial restrictions.
Gay & Lesbian Tourism Report. The
In reality, the LGBT economic data report analyzes poll responses from CMI President Thomas Roth is careful in
to support this colorful commentary 6,648 respondents in the US who self- placing a value on the U.S. LGBT market
exists in small quantities, gathered by identify as LGBT and who frequent gay as a whole, given the variables involved.
independent marketing firms and a websites, publications and events. “There is no way to accurately enumerate
handful of destinations. While there is LGBT economic impact,” he says. “Our
vital knowledge to be gained from this Notably, they found an overall increase in methodology is to take 5 percent of the
information, it should always be viewed LGBT travel after two years of recession- whole U.S. tourism industry. According
as a kind of compass that points to induced decreases, with gay/bisexual to the U.S. Department of Commerce,
directions in the marketplace rather men taking an average of 3.9 trips the travel and tourism industry generated
than a comprehensive assessment of and lesbian/bisexual women taking an more than $1.3 trillion in economic output
ARTICLE
in 2010. Based on this data and CMI not been on the radar,” said Merryn Over the past two years, Sao Paulo
sample demographics, we estimate that Johns, Curve Editor in Chief. “There Turismo has sponsored research on the
the annual economic impact of LGBT is a variety of reasons for this: lesbians impact of the city’s LGBT Pride event –
travelers is over $65 billion per year in the tend to be low maintenance travelers, with an estimated 4 million participants,
U.S. alone.” more likely to be interested in adventure it’s considered the largest gay event of
Netherlands-based Out Now Consulting than services; lesbian travelers are often its kind in the world. Based on a 2011
makes wider projections on the global invisible—two women traveling together survey of 1,664 attendees that examined
LGBT tourism market, placing its or with children tend to be read as spending habits and length of visit, the
potential at nearly $165 billon for leisure heterosexual; additionally, stereotypes event is estimated to pump BRL 206
travel spending in 2012. This figure is of lesbians as low-budget and frugal million reals into the local economy; this
based upon the company’s ongoing travelers often relegate them to an inferior figure is up from BRL 188 million reals
Out Now Global LGBT2020 Study**, spending group when compared to the in 2010.
which asks survey respondents about more lucrative gay male segment. This
expenditure in the previous 12 months contributes to poor lesbian visibility and These are merely snapshots of a global
in global markets with the population an assumption that the lesbian market is market segment, not intended to
and LGBT marketing infrastructure to non-existent. In fact, studies show that summarize the diversity of LGBT people
mount effective potential LGBT tourism lesbians are frequent travelers, they earn worldwide. However, there’s no denying
marketing campaigns. The total sample more than heterosexual women, and that LGBT travellers are a dynamic and
size exceeds 40,000 survey respondents they spend nearly as much as gay men influential segment within the tourism
from 25 countries: Argentina, Australia, when they travel.” sector – one whose willingness to come
Austria, Brazil, Canada, Chile, Ecuador, out and be counted will continue to grow
France, Germany, India, Ireland, Israel, Additional opportunities for economic as society becomes more accepting and
Italy, Japan, Mexico, Netherlands, Peru, growth exist within subsets of the overall more human rights laws that promote
Poland, Portugal, South Africa, Spain, LGBT travel sector. At the top of this equality are passed. Reaching out to
Turkey, UK, the U.S., and Uruguay. list is the blossoming wedding market LGBT travelers in an informed, authentic
as more states and countries legalize manner is essential.
While most data on the market is same-sex unions. The Independent
branded as LGBT, the majority is based Democratic Conference of the New We look forward to more government
on responses from gay men. To address York State Senate released a look at the research and even larger sample sizes
the lack of understanding of lesbian economic impact of marriage equality on in the future. A greater understanding
travel habits, Curve, the largest lesbian New York State in May 2011. The report of the spending habits and interests of
magazine in North America, conducted projected that recognizing gay marriage the LGBT market can only benefit any
a 2011 travel survey among its readers, would create more than $310 million in tourism business interested in providing
drawing nearly 1,000 responses increased revenue and economic activity the most positive, welcoming experience
(comparable to the number of women for the state during the next three years. to all visitors.
included in CMI’s report). Early findings U.S. Census Bureau data from New Reaching out to LGBT
indicated that 29 percent of respondents York residents and out of state same-
spend more than $2000 on their annual sex residents was used in addition to a travelers in an informed,
vacation, with an additional 33 percent previous study carried out by the Office
authentic manner is
spending more than $1000. of the New York City Comptroller in 2007
and those conducted by the Williams essential.
“Until recently, the lesbian market has Institute of the UCLA School of Law.
www.iglta.org **Out Now Global LGBT2020

http://www.outnowconsulting.com
Sources in order of appearance:
All figures in this report are U.S. dollars (USD)
*Community Marketing Inc unless otherwise stated.
www.communitymarketinginc.com

9
The social impact of LGBT tourism
Why welcoming LGBT travellers is not just good for business
As anyone who works in consumer and their diversity”

research on the preferences of lesbian, While the Global Code of Ethics for
gay, bisexual and transgender people Tourism does not, to date, mention
will testify, a common mistake made by discrimination on the basis of sexuality
those new to this area is to make basic in its call for fundamental human rights
Peter Jordan, assumptions about LGBT consumers’ to be accorded to tourists, this should
External Partnerships, interests, family status and disposable surely be a cause for reflection by
UNWTO Affiliate income. Of course, gay peoples’ lives destinations worldwide, in light of the
Members are not simply defined by their sexuality recent advances made by the United
but rather their social class, gender, Nations in this area (see declaration by
race, age and ability too; all variables UN Secretary General, Ban Ki-moon
which influence consumer decisions p.12). As the article from the ILGA
and which in any case will be influenced points out (p.13), despite the continued
All businesses and destinations by the socio-political environment persecution of LGBT people around
seeking to attract LGBT in which they live. Nonetheless, gay the world, there has been a general
consumers have been identified as a trend towards de-criminalization
customers have a duty to meaningful market segment and this and the approval of legislation to
recognise the link between has become especially evident in the protect their rights. This has extended
world of travel and tourism. into several key areas including
social acceptance of protection against attacks, equality
homosexuality, government Today’s established gay city in the workplace, military service and
destinations can all trace their origins childcare and finally, official recognition
legislation and the effects of in gay tourism to the solidarity against of same-sex couples through marriage
these on their business. the HIV/AIDS epidemic of the 1980s or civil partnerships. It is this final area
and the desire of gay men and women of legislation which has had the most
to come forward to combat prejudice visible and positive consequences for
and misunderstanding about the the tourism sector.
community*. Businesses serving this
increasingly visible segment started The granting of marriage rights for
to understand that by providing same-sex couples has produced
goods and services without prejudice, a whole new market segment and
customers would reciprocate with their providers in both source countries
trust and loyalty. This same principle and destinations have been keen
is true of any minority group, not just to develop new products and
the LGBT community. Article 2.1 of services to respond to this. It has
the UNWTO Global Code of Ethics for been observed that when marriage
Tourism states that: rights are approved, many of the first
couples to ‘tie the knot’ are older,
“Tourism…should be planned and consolidated couples who will have
© Kurhan / shutterstock.com
practised as a privileged means of different leisure interests to younger,

individual and collective fulfilment; single travellers (until now, arguably the
when practised with a sufficiently most visible segment in LGBT travel
open mind, it is an irreplaceable factor marketing). Similar opportunities are
of self-education, mutual tolerance arising to attract gay couples who are
and for learning about the legitimate increasingly travelling with their own,
differences between peoples, cultures legally-adopted children.
Commentary
Beyond the economic benefits, the that destinations that have a long-
approval of legislation in favour of established reputation for tolerance
equality for same-sex couples sends and a large resident LGBT community
a powerful brand image of tolerance, will continue to attract LGBT visitors
respect, progress and open- from around the world. The testimonies
mindedness, resulting in an increase from the cities and countries that
in LGBT visitors, among others. The participated in this report show us
experience of Argentina and Spain that new destinations are starting
demonstrates this clearly. to compete with these established
Besides the basic ethical importance names in greater numbers than ever
of welcoming LGBT travellers, it has before which is surely good for global
been observed that many consumers travel as a whole.
in this group are highly receptive to
products and services that are socially To conclude, challenging assumptions
Tourism…should be
and environmentally responsible or and learning about the diversity of
are intended to ‘give something back’ LGBT travellers is vital if businesses planned and practised
to the host community. For a group want to build strong customer
as a privileged means of
which has suffered and continues to relationships and the first step to
suffer repression in many parts of the doing this is to learn about the market. individual and collective
world, the element of social solidarity Furthermore, all businesses and
fulfilment; when practised
is important at the time of choosing destinations seeking to attract LGBT
tourism destinations and products and customers have a duty to recognise with a sufficiently open
many Members of IGLTA can surely the link between social acceptance of
mind, it is an irreplaceable
attest to this. As emerging markets of homosexuality, government legislation
LGBT travellers grow, the challenge and the effects of these on their factor of self-education,
will be to tap into this solidarity so that business. While it is true to say that
mutual tolerance and for
travellers may reduce the negative not all gay travellers will consume
impacts and increase the positive ‘gay’ products or services, no gay learning about the legitimate
impacts of their travel on the host traveller wishes to be excluded from
differences between
society and environment, an approach any of these and nor should they be
that the UNWTO strongly advocates. joining promotion efforts, sharing peoples, cultures and their
information about visitor profiles and
diversity
In the future, as equality for LGBT training staff to a high level, tourism
people spreads around the world stakeholders can take to ensure that Article 2.1 UNWTO Global Code Ethics of Tourism
and normalization prevails, it will be their LGBT visitors have positive travel
interesting to see how LGBT travel experiences and will continue to visit
develops on a global level. It is likely long into the future.
www.unwto.org
www.platma.org

11
ARTICLE
LGBT rights and the United Nations

In December 2008, one-third of the United Nation’s 192 Member States (now 193) submitted a non-binding declaration to
the UN General Assembly calling for States to take “all necessary measures, in particular legislative or administrative, to
ensure that sexual orientation or gender identity may under no circumstances be the basis for criminal penalties, in particular
executions, arrests or detention”. The appeal is based on the Universal Declaration of Human Rights which states in Article
One that “All human beings are born free and equal in dignity and rights”.
Statement by the UN Secretary General rights and liberties. And yet, homosexuality all human beings their basic human rights,
Ban Ki-moon on the occasion of World is considered a crime in more than 70 without exception.
Human Rights Day, 10 December 2010 countries. This is not right. Violence will end only when we confront
“We know how controversial the issues Yes, we recognize that social attitudes run prejudice. Stigma and discrimination will
surrounding sexual orientation can be. In deep. Yes, social change often comes only end only when we agree to speak out. That
the search for solutions, we recognize that with time. Yet, let there be no confusion: requires all of us to do our part. To speak
there can be very different perspectives. Where there is tension between cultural out - at home, at work, in our schools and
And yet, on one point we all agree - the attitudes and universal human rights, communities. To stand in solidarity. Your
sanctity of human rights. universal human rights must carry the discussions today are part of that larger
day. Personal disapproval, even society’s campaign, yours and mine.
As men and women of conscience,
disapproval, is no excuse to arrest, detain, Together, we seek the repeal of laws
we reject discrimination in general, and
imprison, harass or torture anyone - ever. that criminalize homosexuality, that
in particular discrimination based on
sexual orientation and gender identity. From my first days in office as Secretary- permit discrimination on the basis of
When individuals are attacked, abused General, I have spoken out against stigma sexual orientation or gender identity, that
or imprisoned because of their sexual and discrimination. I have worked, with encourage violence.
orientation, we must speak out. We cannot some success, to persuade governments People were not put on this planet to live
stand by. We cannot be silent. This is all the to lift travel restrictions on people with HIV. in fear of their fellow human beings. The
more true in cases of violence. These are During my recent trips to Africa, I urged watchwords of civilization have always
not merely assaults on individuals. They leaders to do away with laws criminalizing been tolerance, understanding and mutual
are attacks on all of us. They devastate homosexuality. (…) respect. That is why we are here today.
families. They pit one group against I take pains to find the right balance And that is why we ask the nations and
another, dividing larger society. And between public and private diplomacy the peoples of the world to join us. To join
when the perpetrators of violence escape to reach difficult solutions. I will continue us in common cause in the name of justice
without penalty, they make a mockery of to do so. I will continue to speak out, at and a better life for all”.
the universal values we hold dear. every opportunity, wherever I go. And I will
We have a collective responsibility to stand do so because this is the right thing to do.
against discrimination, to defend our Because this cause is just.
fellow human beings and our fundamental That is why this day, this very special day,
principles. Liberal democracy has spread means so much to me. Human Rights Day
in many parts of the world in recent commemorates the Universal Declaration
decades. In general, more and more of of Human Rights. It is not called the partial
us have learned to cherish our diversity. declaration of human rights. It is not the
Today, many nations have modern sometimes declaration of human rights. It Ban Ki-moon
constitutions that guarantee essential is the universal Declaration, guaranteeing UN Secretary General
“ Like being a woman, like being a racial, religious, tribal or ethnic minority, being LGBT
does not make you less human. That is why gay rights are human rights and human rights
”
are gay rights.
US Secretary of State Hillary Rodham Clinton, 6.12.11, Palais des Nations, Geneva, Switzerland
Commentary
Recent advances in LGBT rights
By Gloria Careaga and Renato Sabbadini, co-Secretary-Generals of ILGA
Whereas at the turn of the millennia LGBTI rights were still an anathema for many
in the countries of the Global North and either a taboo or a non-topic in the Global
South, we have seen significant progress in the South as well as in Eastern Europe
in the first decade of the 21st century. Apart from the advances in Europe and
Canada, there was the opening up of same-sex marriage in South Africa in 2006,
in Argentina in 2010, in Mexico City in 2009 and the State of New York in 2011.
Though marriage rights are an important towards decriminalization of sexual and orientation or gender identity. This major
indicator of LGBTI progress, and can gender diversity. statement was supported for the first time
create more options for international by countries from all the regions, including
LGBTI marriage tourism, the whole That said, this still leaves 76 countries in several African and Asian countries, and
picture is much more complex, as 2011 where homosexuality is illegal, five most Latin American countries.
shown by the urgent need for a universal of which making it punishable by death.
decriminalization of homosexuality. And there are initiatives to increase even With a view to global tourism, many
Though some progress was made in further the punishments for same-sex countries are beginning to realise that
some southern countries in the first half sexual activities among consenting adults human rights considerations have also
of the last decade, things appeared to in the parliaments of Uganda and Nigeria. a positive effect on their economies and
stall afterwards, especially in Africa and At the same time, however, it needs to to actively promote LGBTI tourism as a
the Caribbean. The Universal Periodic be said that these developments do go consequence, from Eastern Europe, and
Review of the Human Rights record against a more general trend, which in the Caribbean, to Nepal high up in the
of member countries by the United 2011 culminated with the issuing of a Himalaya Mountains. ILGA praises the
Nations has proven to be, however, a Statement signed by 85 countries at the UNWTO for its innovation to include a
useful tool to raise awareness among UN Human Rights Council condemning chapter on LGBTI tourism in their report.
countries as to the need to move persecution on the basis of sexual
ILGA focuses public and government attention on cases of discrimination against LGBTI people by supporting
programs and protest actions, asserting diplomatic pressure, providing information and working with international
organisations and the international media. ILGA is the world federation of LGBTI organizations and represents
more than 800 members from 110 countries.
www.ilga.org

13
Commentary
Emerging trends in LGBT tourism
Gay men and lesbians have long traveled In fact, just imagine a world today where that marketers and travel leaders find
the world just like everyone else. It also a Latin American leader enthusiastically encouraging.
goes without saying that for earlier cheers as her nation enacts the continent’s
decades, they did so at the personal price first same-sex marriage law (Argentina); Unsurprisingly in earlier years, pollsters
of remaining nearly invisible and above all, where a lesbian proudly serves as the resisted asking any survey questions
by concealing their sexual orientation and head of government (Iceland); where about sexual orientation since they feared
relationships to all but the most trusted an openly gay man is elected to the it would yield little or no meaningful data.
friends and contacts. parliament of his small Asian kingdom They believed even asking the question
(Nepal); and an African nation embraces a about sexual orientation or same-sex
However, social, cultural and political new constitution that not only di mantles partners would be offensive to some, and
advances, throughout many diverse racial apartheid, but extends full civil and risky for others. With trusted online and
cultures on all continents open travel marriage rights to same-sex couples truly confidential survey technologies, that
options for many more gay people (South Africa). These and other societies reticence has flipped – and we are mining
who no longer choose to conceal their are the new frontiers for all those who are far more valuable knowledge about LGBT
identities as they visit new places, celebrating, promoting and profiting from travel identities, habits, attitudes and
make friends and lasting relationships, LGBT tourism in the 21st century. preferences.
and experience new destinations. As
exhilarating as the pace of change Emerging trends in LGBT travel In spring 2011, with the U.S. and global
has been for sexual minorities, it goes and hospitality economy remaining in precarious
without saying that lesbians, gay men, balance, for example, by working with
bisexuals and transgender people also With the swift pace in digital technology our global online research partner Harris
remain stigmatized and deeply cautious and affordable accessibility, sharing Interactive (best known for the Harris
especially in higher-risk societies in information, travel tips and LGBT-specific Poll), we learned that LGBT Americans in
the Middle East and Africa, as well as knowledge can be exchanged in a snap. particular showed increasing interest and
parts of Asia. Yet, despite these harshly If the world is truly “shrinking,” then intention to travel. This past summer, in
oppressive environments, advances in lesbians and gay men, bisexuals and fact, we saw an uptick among two thirds
legeslation are creating real opportunities transgender (LGBT) people are helping of LGBT adults who reported their leisure
for those countries that are on the show the way by reshaping and renewing travel plans this summer.
cutting edge of acknowledgement, trust, global tourism and hospitality. This has
and acceptance. been demonstrated by cutting-edge In addition, when asked, we learned
technology companies that not only that not only were gay Americans more
With marriage equality today a reality in welcome contributions from LGBT people, likely to travel this summer than last, but
Buenos Aires, Lisbon, Barcelona and but who, in turn, helped evangelize their also that those who traveled planned to
Mexico City, for instance, is it any wonder economic and social values. They are spend more money. LGBT adults report
that more gay couples are considering spearheading the value of lesbian, gay, on average they intended to spend about
escapes to Spanish and Portuguese- bisexual and transgender (LGBT) tourism $1,300 between May and August 2011
speaking nations in all hemispheres? in this generation as never before. for their leisure or business travel, while
And despite some cultural frictions during the same time period last year, the
about same-sex relations in parts of So how do we know that LGBT travelers average planned travel expenditure was
Asia, the resorts and idyllic getaways in are on the forefront? Granted, it It never $1,058. [Note this survey was conducted
Thailand, Indonesia and the Philippines has been simple to conduct credible among 2,576 U.S. adults over the age of
still beckon to many LGBT people. and scientific research about lesbians, 18 of whom 331 self-identified as LGBT
In India, with the recent lifting of long gay men, bisexuals and transgender and was conducted between April 11 and
outdated legal sanctions, the emerging consumers (LGBT), given stigma and legal 18, 2011, by the global market research
LGBT hospitality space offers exciting discrimination, however, there are some firm Harris Interactive and Witeck-Combs
new choices for gay globe-trotters too. valuable North American benchmarks Communications.]
© S.Borisov / shutterstock.com
In metrics and in anecdotes, we see evidence of optimism Make no mistake. Gay households, like
and resilience among LGBT travelers – a signal that gives
hope to most global markets. In other travel trends, we see a all others, are experiencing real changes
burgeoning interest in destination weddings and honeymoons and some hardships in their household
for same-sex couples in Europe and Latin America (as well
as throughout the U.S.). With the rise of parenting too, more budgets, plans and travel expectations.
lesbian and gay couples are expanding their ambitions to travel
with their own children – just as their heterosexual counterparts
have always done; they are eager to find welcoming, safe and downturn has been a wake-up call for all consumers, including
culturally fair-minded destinations that treat their family equally LGBT households – who nonetheless continue to show a higher
and respectfully with all others. propensity to travel and to dedicate a greater share of their
Make no mistake. Gay households, like all others, are wallet and appetite to their travel habits and needs.
experiencing real changes and some hardships in their household For all travel leaders, the global message is clear: Make your
budgets, plans and travel expectations. These travelers are not welcome authentic, respectful, diverse and inclusive and
wealthier on average than others and LGBT consumers should your LGBT friends and family members will remain loyal and
not be stereotyped primarily as affluent and completely risk- enthusiastic.
averse. However, experiencing the lessons of the economic
Bob Witeck, CEO Witeck Communications
Bob Witeck is CEO of Washington DC-based Witeck Communications, Inc. (www.witeck.com) the nationally
respected strategic counsel and communications firm specializing in strategies for companies wishing to
reach lesbian, gay, bisexual and transgender (LGBT) households and consumers. With more than two decades’
experience in this unique market, Bob has long been a trusted bridge between corporate America and lesbian,
gay, bisexual and transgender consumers while also providing strategic counsel to non-profit community
leaders that aim to educate the public and to better serve the LGBT community.

15
Spain: Proud to welcome LGBT visitors
from around the world
Antonio Bernabé
Director General Turespaña
© Ronald Sumners / shutterstock.com

© Botond Horváth / shutterstock.com
© R.nagy / shutterstock.com
© Botond Horváth / shutterstock.com
€42bn – representing an 8% growth in

For decades Spain has It’s clear that strong
arrivals and 8.2% increase in receipts
been Europe’s leading compared to 2010. cooperation between
Nevertheless, in a climate of strong
holiday destination and this public and private bodies
competition and visitors who
continues today, essentially are increasingly specialized and will be the surest path to
independent, Tourspain is dedicated
thanks to its excellent success in both developing
to attracting those visitors who are
climate and the quality of its seeking a range of holiday experiences attractive products and
and who have a greater disposable
tourism destinations. promoting them.
income through its New Marketing
Strategy for 2011-2014. This strategy
At global level, we rank fourth in brings together an extremely wide become well-known by consumers
international arrivals and second in portfolio of market segments and in emerging markets. It’s clear that
receipts from tourism. The first ten we recognise that the LGBT visitor is strong cooperation between public and
months of the year 2011 have been increasingly relevant to this portfolio. private bodies will be the surest path to
very positive with around 51 million We now face the challenge of success in both developing attractive
international visitors arriving in the improving our position as a gay-friendly products and promoting them.
county, spending an accumulated destination in European markets and to Of course we mustn’t forget that this
Commentary
particular segment is experiencing San Sebastian and Sitges are good Spain today is a country
considerable growth. From our examples of cities which have created
developed markets, LGBT tourism their own strategies for product with an open mind and
accounts for around 10% of the total development and promotion to reach without prejudice
travel market. Although there is no out to LGBT visitors. At the same time,
set pattern of behaviour by LGBT a considerable number of Spanish hotel
all discriminatory barriers and it
consumers (whose preferences are groups, event organizers, travel agents,
undoubtedly brought about a positive
of course as diverse as those of the tour operators and night-time leisure
change in the image of Spain as a LGBT
general population), we do know that businesses are demonstrating their
destination. Spain today is a country with
they are very loyal to those brands commitment to LGBT visitors through
an open mind and without prejudice. It
that satisfy their needs and that they their membership of IGLTA.
tolerant and welcoming to all its visitors
generally have a greater buying power, Spain’s adaptation to the realities of
and this is why I am convinced that our
which we estimate in Spain to average today’s modern society has gone much
country will increasingly be considered
approximately 130€ per day. deeper since the Spanish government’s
one of the best options for any LGBT
With this in mind, traditional destinations promotion of equal rights for all citizens
visitor from around the world.
in Spain are undergoing a major change through the law passed in 2005 which
as Spanish cities and businesses are allowed full marriage between persons
learning to adapt what they offer to the of the same sex. This law reflects a
LGBT segment. Madrid, Barcelona, plural society that aspires to remove

17
Commentary
EMBRATUR: Committed to putting

Brazil on the map for LGBT visitors
Marco Antonio de Britto Lomanto

Director of Products and Destinations
Dept., EMBRATUR
© Marc Turcan / shutterstock.com
© Mircea Bezergheanu / shutterstock.com
© Schmid Christophe / shutterstock.com

© Val Thoermer / shutterstock.com
Despite the world economic crisis, Brazil Association for Gay and Lesbian fairs, with dedicated spaces for the LGBT
has grown rapidly and our society has Tourism (ABRAT GLS), focused on the sector in order to serve professionals and
seen many advances in recent times. In development of a promotional work for the public with information about Brazilian
2008 the Brazilian government gathered the segment. Since then, Brazil LGBT LGBT destinations.
17 ministries to organize the 1st National Tourism promotion has been present
LGBT Rights Conference. It was a huge in many different countries and has Some surveys and studies that have
success and the achievements have participated in fairs and events of great been carried out in recent years have
shown that when such initiatives are importance for tourism, attracting the shown surprising results. São Paulo
organized and focused, we can be very attention of LGBT communities all over LGBT Pride Parade gathered over 4
effective in overcoming the barriers of the world. Many Brazilian destinations million people including 650,000 tourists
prejudice and discrimination. In May joined this common effort, preparing and 15,000 of these coming from
2011 one more important victory made better services and routes for LGBT overseas. During that week, São Paulo
the LGBT community very proud: the visitors. The most important aspect of had an average increase in revenues
recognition by the Supreme Court of this initiative has been the awarding between 20-25% and 30% over hired
the Civil Union for LGBT couples. This of the 29th IGLTA Annual Global services for the event*. Furthermore, a
was the results of a strong partnership Convention to Florianopolis; the first survey conducted by a LGBT consulting
between the LGBT community and the edition in South America. company in Brazil showed that our
National Congress, showing a national country has over 9 million potential
desire for cohesive and mature respect The EMBRATUR Promotional Plan for the LGBT consumers**. This data confirms
for personal rights and diversity. next three years initiates a period of great that Brazil is ready to negotiate with
visibility for our country. This Plan will the international market and reap good
In 2009, facing the need to strengthen focus on the two mega events: the 2014 results. In the years to come, we look
Brazilian tourism, the Ministry of World Cup and the 2016 Olympic Games. forward to achieving better results than
Tourism and EMBRATUR proposed Our plan proposes to expand Brazilian ever before in this relevant segment of
a partnership with the Brazilian presence in the world’s major tourism world tourism.
*Source: São Paulo Tourism Observatory **Source: Out Now Global

19
Out in South Africa
South Africa is also growing in global stature as a leader in same-sex weddings

and honeymoon packages.
© Galyna Andrushko / shutterstock.com
© PhotoSky 4t com / shutterstock.com
CASE STUDY
South Africa is a liberal country with a

progressive constitution, where LGBT
travellers are more than welcome.
South Africa is a liberal country with a progressive constitution, Cape Town – dubbed the ‘Gay capital of Africa’ – is a favoured
where LGBT travellers are more than welcome. There are a destination, with its proximity to the wine land region, iconic
number of tour operators and events available to fulfil the growing tourist attractions, vibrant nightlife and a thriving gay scene.
demand for bespoke itineraries for the LGBT traveller, whether The growth in popularity of the city has spurned exclusively gay
adventure-seeking, luxury romance or up-close-and-personal guesthouses, bars, restaurants and even beaches. This trend
safari experiences are the order of the is extending to other cities in
day. Many of the tour operators are the country, with Johannesburg
Feedback from LGBT
affiliated to IGLTA (International Gay and preparing itself for a steady
Lesbian Travel Association). travellers to South Africa cite stream of LGBT travellers
who seek cosmopolitan city
The LGBT market is a burgeoning one
the country’s rapid urban experiences within driving
for the South African tourism industry, development without losing distance of the country’s best
given the LGBT consumer’s general wildlife and adventure offerings.
higher disposable income and frequent
its authentic ‘African-ness’ South Africa is also growing
travel patterns. The market truly as a major attraction. in global stature as a leader
opened up post 1996, when extensive in same-sex weddings and
changes were adopted into the South honeymoon packages.
African constitution, offering protection
from discrimination on the grounds of race, gender or sexual South Africa celebrates its liberal and welcoming outlook at
orientation. South Africa’s pioneering move as the first country in numerous events held throughout the year. Such events include:
Africa (and 5th in the world) to legalise same-sex unions echoes
our commitment to offering equal rights to any visitor to our • Gay Pride Cape Town, Johannesburg, Nelson Mandela Bay,
country, without bias towards sexual-orientation. Soweto and Ekhuruleni
• Pink Loeries Mardi Gras
While there is still much work to be done in terms of researching • Out in Africa Film Festival
the market to identify exactly what it is about South Africa that
• MCQP (Mother City Queer Costume Party) Event
draws many LGBT travellers each year, there is undoubtedly
• Mr Gay South Africa
a growing demand for our unique combination of experiences
and breathtaking scenery. Information supplied by a number Since word-of-mouth marketing the most powerful tool for
of exclusively-gay guest houses suggest the largest number increasing a destination’s favourability to the LGBT traveler,
of travellers come from Britain, the Netherlands, Germany and South Africa is well positioned to continue growing this valuable
the United States, with a large domestic contingency taking market. With its welcoming attitude, world-class capability and
advantage of off-season rates. Feedback from LGBT travellers an unrivalled diverse offering of experiences, South Africa will
to South Africa cite the country’s rapid urban development continue enticing LGBT travellers with a view to making the
without losing its authentic ‘African-ness’ as a major attraction. country a ‘must-see’ destination on their annual travel wish list.
Visitors also regularly make reference to our colourful people,
history and cultural influences, which add an unexpected texture
to our lifestyle offering to the global traveller. www.southafrica.net
South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination.

21
A sense of community for the LGBT
traveller in Cape Town
© Ton Lammerts / shutterstock.com
CASE STUDY
Cape Town Tourism is the City of other businesses gay-owned or gay-run. and bars hosting fringe events and The
Cape Town’s Official Regional Tourism Cape Town Tourism offers travel Out in Africa: South African Gay & Lesbian
Organization, responsible for destination advice to LGBT visitors through www. Film Festival screened across the city.
marketing, visitor and industry services. capetown.travel, which cites gay-friendly
Our vision is to position Cape Town as one accommodation and tours, and through Cape Town walked away with Tripadvisor’s
of the world’s top destinations in which to distribution of the Cape Town Gay Guide, Traveller’s Choice Award in 2010 for the
live, work, study, visit and invest in. a Pink Map, and a monthly newspaper very same reasons that the city was
called the Pink Tongue that lists hot and recognised by The Guardian as ‘one of the
Cape Town is a premier destination for happening events. Furthermore, a chapter
the LGBT traveller due to its reputation of our 2012 Official Visitors Guide will be We estimate that
as a capital with a cosmopolitan lifestyle dedicated to LGBT travellers, along with
a gay-welcoming city that celebrates chapters targeting other niche markets approximately 10-12%
and embraces diversity in all its aspects. such as sport enthusiasts, golf tourists,
of tourists to Cape
As a country, South Africa boasts one adventure tours etc. The aim here is to
of the most progressive Constitutions, share the corners of Cape Town where Town are from the
protecting gay rights and sanctioning LGBT travellers feel most at home, with
LGBT market.
gay marriage. the greatest sense of community; whether
it is the night spots in Green Point, the best
We estimate that approximately 10- coffee spots in “The Village” or the best
12% of tourists to Cape Town are from times of the day to visit Clifton’s famous 10 most popular gay travel destinations in
the LGBT market. Most of Cape Town’s Third Beach. the world’ and US publication Out and
gay visitors are from Europe (Germany, There are a number of celebrations on About cited it as a ‘world-wide favourite’.
The Netherlands, and France), the the annual calendar that cater to the gay Cape Town is city of natural beauty, hope,
United Kingdom and the United States community such as The Mother City Queer creative freedom and incredible spirit; one
of America. The high appeal and strong Project, that attracts more than 6,000 gay committed to first being a great place to
positioning that Cape Town enjoys in and heterosexual revelers each year, the live in order to be a great place to visit.
the LGBT market is strengthened by the Cape Town Pride Festival that comprises
presence of the local gay community in a number of events culminating in the
Cape Town with many tourism related and Pride Parade and fete with restaurants www.capetown.travel

23
© Mariano Heluani / shutterstock.com
24
© Javarman / shutterstock.com
Argentina’s approach to the LGBT market
© Eduardo Rivero / shutterstock.com

CASE STUDY
© Daniel Korzeniewski / shutterstock.com
© Eduardo Rivero / shutterstock.com
© ArrowStudio, LLC / shutterstock.com

The characteristics of LGBT consumers • Highligh the innovative features In a survey carried out among nine
make them highly attractive to the local of Argentina as a country that countries in Latin America, we also
economies of our country. For this reason, detected that Argentina was perceived
officially promotes itself as a friendly
LGBT tourism products have been made to have the lowest perceived rate of
destination with the LGBT community.
a priority among the five axes of our homophobia in society in the whole
‘Authentic Argentina’ tourism strategy. region, surely a product of the laws
Studies conducted in our country and the which have been passed in recent times.
With the aim of strengthening policies to region show that the LGBT consumers Argentina’s policies and strategies in
promote Argentina as “gay welcoming are not the same, because within this promoting LGBT tourism are part of a
destination” and promote tourism in segment we can identify different profiles much wider objective to promote ethnic,
this segment, the National Institute of that determine specific motivations for religious and sexual diversity and to wipe
Tourism (INPROTUR) signed a technical travel that help us to establish appropriate out discrimination.
cooperation agreement with the Chamber strategies according to market On 15 July 2010 Law 26.618 on ‘Equal
of Gay Lesbian Argentina Trade (CCGLAR) segmentation, origin, gender, age, tastes, rights in matrimony between persons
in March 2011. This agreement followed cultures, professions, etc... of the same sex”. The approval of this
a state policy promoted by the president, Our wide-ranging research has shown law, driven by the national government
Cristina Fernandez de Kirchner, seeking that Buenos Aires is the first or second builds on the recent major changes in
to facilitate conditions for the tourism place in the preferences of gays and Argentinian society and demonstrates
sector in Argentina: lesbians when deciding on their holiday that Argentina is today an inclusive,
in Latin America. (This figure excludes ethical, open and tolerant destination for
Its main objectives are to: those consumers surveyed in Argentina its visitors as well as its residents.
itself). The country has other attractions
• Increase the number of LGBT tourists
for LGBT tourists: Bariloche, Mendoza,
to Argentina;
El Calafate, Mar del Plata, Iguazu, Salta
www.argentina.travel
Ushuaia all maintain relevant positions in www.ccglar.org
• Position Argentina as the best Latin American LGBT traveler preferences.
destination for LGBT tourism in Latin
America;

25
Commentary
South Korea: a friendly destination for

LGBT travellers
Ryan Choi
IGLTA Ambassador to South Korea
programs. Like other LGBT civil rights the foreign enclave Itaewon. Busan and
movements around the world, these other large metropolitan cities also have
events didn’t come without complications LGBT nightlife. Many boutique hotels
and resistance from society, but with as well as major hotel chains such as
each passing year attitudes are changing W Hotels are LGBT friendly and provide
and the civil rights movement continues an excellent range of accommodations
the hard work ahead. While conservative in neighborhoods all over Seoul and the
attitudes and familial and cultural norms rest of South Korea to fit any budget from
continue to present challenges for LGBT economy to luxury.
South Koreans coming out to family
(especially parents), many younger No matter what your interest from market
LGBT South Koreans are increasingly bargain shopping, high end fashion,
coming out to their friends and siblings. electronics, art, theatre, all season
Meanwhile, even though challenges still outdoor activities, dining out, museums,
exist for LGBT South Koreans to come palaces, temples, and much more, South
“Korea, Be Inspired” is a current
out publicly, the country predominately Korea awaits discovery. It is a welcoming
promotion line from the Korea Tourism
remains friendly and a safe destination for destination for LGBT travelers who will
Organization, but it could also apply
LGBT foreign travelers. leave with a renewed appreciation for the
to the emerging LGBT community
hidden treasures in South Korea, and as
and changing attitudes in this often
South Korea is a land of lush mountains, good-will LGBT ambassadors leave a
undiscovered gem for LGBT travelers.
scenic coastlines, and bustling positive impression on South Korea to
metropolitan cities where history, inspire change. When visiting Korea, all
The modern day South Korean LGBT Civil
culture, and nightlife of interest to LGBT will ‘Be Inspired.’
© Maya13 / shutterstock.com
Rights movement began in the 90s and

travelers abound. There are several
continued to expand throughout the first
unique neighborhoods in the Capital city
decade of the 21st Century. During that
of Seoul that have hotels, bars, clubs, www.kimchitravel.net
time many national level LGBT civil rights
cafes, and jim jil bangs (Korean traditional
groups organized an annual Pride Festival
saunas) that are LGBT friendly. These
and LGBT film festival were established,
neighborhoods include Seoul’s
several high profile LGBT entertainers
historic Jongno, Shinchon
came out, and LGBT characters began
(the university district), or
appearing in popular movies and television
Commentary
India welcomes LGBT visitors with open arms
By Abhinav Goel
India Ambassador to IGLTA
India has long enjoyed a unique non- an LGBT-welcoming destination.

judgemental culture where men feel According to research that we have
© Robyn Mackenzie / shutterstock.com

comfortable walking hand-in-hand down We started Out Journeys not simply as commissioned, India is the #1 desired
the street, and even sharing the same a business venture. We are doing this destination from this list among lesbians
bed while traveling, without raising an because we want to share the dynamic, surveyed and Out Journeys is reaching
eyebrow. But under antiquated morals exciting LGBT-welcoming perspective of out to the global LGBT community to
imposed under colonial rule, India’s India with the world. The Out Journeys meet this demand.
LGBT communities had remained team prides itself in having a keen eye for
deeply closeted. Fortunately for 17% unusual experiences, such as a romantic
of the world’s LGBT community, that full moon evening at the Taj Mahal. www.outjourneys.com
is changing, and rapidly. In 2009, the Additionally, we’re partnering with LGBT
“Section 377” law banning same-gender events such as Pride and Film Festivals
relations was ruled unconsitutional by the to bring unique community-based
Supreme Court, and a refreshing wave of connections. We send our guests home
emergence, identity and community pride with a lifetime of warm memories of our
is sweeping across the country. country and our genuinely friendly people.
Now is the perfect time plan a trip to Recent research among 3,865
India; a rare opportunity to experience American LGBT consumers conducted
this historic birth and transformation by Community Marketing, Inc. (CMI)
among the LGBT community. And, of demonstrated the pent-up LGBT travel
course, to explore the treasures that are demand for visiting India:
unique to India: Her dazzling festivals,
spiritual heart, fascinating craft bazaars,
• When past LGBT visitors to India were
dynamic and living history, cultural and asked if they would return, over 80%
ethnic diversity, and spectacular natural indicated, “yes.”
landscapes and wildlife.
• Culture, history, temples/religion/
Out Journeys (www.OutJourneys.com), spirituality and cuisine are the top
an LGBT-dedicated tour operator based
activities and interests
in New Delhi with over three years of
group and independent tour design
experience, has launched a global • 35% of past LGBT visitors to India had
campaign to raise awareness of India as been there multiple times.

27
Madrid: diversity in the streets
© Mario Martin
© Gregorio Reche
Spain is one of the world’s leading LGBT
destinations and Madrid is definitely
one of the country’s most consolidated
destinations given its open and integrated
character as well as its vitality, hospitality,
tolerance and diversity.
CASE STUDY
The famous district of Chueca has according to the Chairman of the When making their decision, we’re sure
certainly become a world reference for European Pride Organizers Association that IGLTA took into account the range
the peaceful coexistence of its residents, “the best Europride in history”. From then of attractions that Madrid boasts all year
especially among the LGBT community on, Madrid Pride has gained increasing round: the culture, art, entertainment,
who have found Madrid to be a place to prestige and relevance on the world shopping, gastronomy and nightlife that
live in peace and freedom. stage and in recent years, the Pride make Madrid unique.
celebrations have brought together more
During LGBT Pride Week, Madrid is than two million participants. As a result We’re proud that the World Tourism
famous for its open air concerts, parties, of this, Madrid won the prize for the Organization and IGLTA will present this
art, culture and sports, not forgetting, of ‘World’s Best Gay Event’ for the second Global Report on LGBT Tourism in FITUR
course Madrid’s unequalled gay scene consecutive year in the Tripout Gay Travel 2012, in Madrid - a city which has so
which other cities around the world use as Awards, supported by MTV. much to offer LGBT visitors. This initiative,
a reference. The city boasts around 500 as well as the FITUR-LGBT corner
businesses orientated towards the LGBT With these references to back it up, it is strongly supported by Madrid City
population (bars, cafes, restaurants, was only logical that Madrid should put Council and we look forward to extending
clubs, bookshops, travel agents, gyms, forward a candidature for various events a warm welcome to LGBT visitors long
hotels, shops…) as well as many other that are well known to this segment, for into the future.
‘gay friendly’ businesses which dedicate example the location of WorldPride in
their business to the LGBT consumer. 2017 (Official Global Pride event), and
in 2014 the host city for the 31st IGLTA w w w. e s m a d r i d . c o m /
In the year 2007, Madrid held Europride Global Convention, a candidature that gayandlesbian
(the official European-level Pride event), Madrid is proud to have won.
© Angel Sierra

29
Tourisme Montréal and the LGBT Market
When Montréal started marketing to the

LGBT community, it was one of the very
first tourism boards in the world to do so.
© Linda Turgeon
© Carl_Ethier
Commentary
© Vlad Ghiea / shutterstock.com

© Denis Roger / shutterstock.com
In 1994 the Honorable Charles Lapointe, the LGBT community, it was one of the competition. Maps of the Village aren’t
P.C., President & CEO of Tourisme very first tourism boards in the world enough to stand out anymore, which
Montréal, decided it was time for the city to do so. In the earliest years, market is why Tourisme Montréal launched
to market to LGBT travelers. It was a bold studies were undertaken, and advertising its Queer of the Year contest in 2010,
approach for that era, but an appropriate campaigns were created. But Montréal inviting queers from around the world
one. Montréal had already long attracted really showed the value it attached to this to participate in a week-long challenge
LGBT visitors, and by actively reaching market in 1997, when it started including in Montréal for the crown. This hugely
out to the market, we were building on a the Gay Village on all of the maps and successful campaign, repeated in 2011,
naturally created reputation. publications that it printed and distributed garnered hundreds of media articles,
It was in Montréal in 1869 that Moise to all travelers around the world. The Gay won marketing prizes and created an
Tellier opened his “apple and cake shop,” Village became another neighborhood, unprecedented social media buzz.
the first recorded gay establishment in like downtown or Chinatown. The LGBT niche is a sophisticated and
North America. LGBT life continued By 2002, Montréal had already hosted evolving market, and Tourisme Montréal’s
strong in Montréal throughout prohibition international LGBT events, produced gay outreach must evolve with the community.
and both World Wars, and gay and city guides, hosted familiarization trips for Reaching younger members of the LGBT
lesbian bars flourished through the 1960s LGBT travel writers, run LGBT advertising community, who will become repeat,
and 70s. In 1977, an amendment to the campaigns, launched a specific LGBT long-term visitors to our city, is a priority.
Quebec Charter of Rights and Freedoms section to the Tourisme Montréal To do this, we must speak to them in their
prohibited discrimination based on sexual website, and even hired someone to language and forums, which is why social
orientation. With that, Quebec became specifically oversee the tourism board’s media and integrating LGBT content into
the first jurisdiction in the world larger LGBT outreach. our overall messaging of the destination
than a city or county to prohibit sexual As a longstanding leader in marketing to are a major priority.
orientation discrimination in the private the gay and lesbian community, Tourisme
and public sectors. Montréal today finds itself in the unique www.tourisme-montreal.org
When Montréal started marketing to position of having to stay ahead of the

31
CASE STUDY
I New York
© upthebanner / shutterstock.com
New York City (NYC) has always was created encouraging visits by the the LGBT community and travel to visit
welcomed people from all backgrounds, LGBT community with special itineraries the City. Just as NYC attracts visitors
cultures, economic status, and beliefs. and hotel promotions as part of it. NYC & from around the country and the world
Home to one of the country’s largest Company also produced a documentary for business and leisure pursuits, we
LGBT populations, the city has long film about NYC’s LGBT community called have provided a welcome destination
provided a welcoming message for Out in the City, which premiered on the for millions of LGBT travelers annually.
residents and visitors. One of the earliest LOGO television network. Studies show that LGBT visitors
domestic partnership laws grew out appreciate the gay-friendly environment,
of the City’s history of diversity and Most recently, with the passage of the energy and beat of the city, nightlife,
tolerance dating back to our founding by the Marriage Equality Act in New York arts and culture, and of course, dining out
Dutch traders more than 400 years ago. state, NYC is reaching out to same- and shopping. On track for later this year,
sex couples in NYC and around the the Out Hotel is bringing a new lifestyle
As the birthplace of the modern gay world to not only get married in NYC, brand to NYC’s far west side.
liberation movement, the Stonewall Inn, but to stay for their honeymoon. Over
and the No.1 US LGBT destination, the next three years, NYC is expected As time passes, we see marketing to
NYC supports and encourages the to see a $692M economic impact from the LGBT community becoming more
global LGBT market to visit. NYC & same-sex marriages. NYC & Company integrated as part of the general market.
Company, the official marketing, tourism, has branded its marriage initiative for While many LGBT consumers still want
and partnership organization for NYC, all couples as “NYC I DO”. It includes to be acknowledged as a group, there
promotes not only visitation during Pride special incentives by its membership are also many that prefer to be included
Week in June, but throughout the year at (hotels, restaurants, service providers) as part of general messaging vs. being
nycgo.com/gay. as well as travel promotions developed talked to as an isolated group. Finding
through partnerships with American the right balance will be one of the future
In celebration of the 40th anniversary of Airlines and Travelocity. trends to be watched.
The Stonewall Rebellion in 2009, a year-
long promotion, The Rainbow Pilgrimage, Since 2005, NYC has been tracking www.nycgo.com/gay
UNWTO and IGLTA are grateful to NYC and Company for sponsoring the printing of the Global Report on LGBT Travel
33
CASE STUDY
Sweet: Do-goodery and debauchery

Lesbian travel company fights global
warming one vacation at a time
In April 2008, Sweet launched

with a mission: Make doing
good fun. “Often we feel so
discouraged by the enormity of
a problem that we fail to start,”
Shannon Wentworth, Sweet
chief executive officer, said.
“That’s why, Sweet breaks giant
global issues into fun-filled, bite-
sized chunks.”
Targeting the lesbian community, but good work being done.” • Over 3,300 hours of community
open to all, Sweet has taken over 2,200 In four years, Sweet’s impact is profound: service.
guests on 13 vacations to six countries
by land and by sea. The model is simple:
Create fun, 2-4 hour community service
• Over 6,200 trees planted in Mexico, • More than 2,500 children’s books
projects where travelers can make a big Louisiana and Alaska. donated.
impact in a short time.
• Over 60 stray dogs and cats have • 8 computers donated to children’s
For instance, on a recent Mexican Riviera new homes in the United States and learning centers.
Cruise, 20 Sweeties (as guests are known) Canada.
painted over graffiti at a school in Cabo
• And much more...
San Lucas, where they also donated a
ton of school supplies, joined the kids for
• 21 feral cats sterilized and vaccinated
calisthenics and ended with lunch at the in Mexico. In addition to community service, Sweet
beach. “The feeling after doing a project offsets all its carbon. To learn more about
like this is phenomenal,” Wentworth said. • 5 schools and parks painted and re- Sweet, visit
“Our guests are so energized and that vitalized.
good feeling permeates into everything
else we do. Whether you clean a beach www.DiscoverSweet.com
• 450 bags of trash removed from
or lay on one, everyone contributes to the
beaches.
Expogays, a proud UNWTO Affiliate Member
That is why we believe that Expogays’ tourism sector. We estimate that Spain
recent Affiliation to UNWTO helps to has about three million homosexuals
underscore the fact that that the gay who spends around 3.3 billion euros
tourism segment is a booming industry. a year per person, at a rate of about
More and more establishments are 1,100 euros each. This group has a
declaring themselves as ‘gay friendly’. significant economic potential and can
With over 16,000 visitors, over The starting point of this “rainbow afford to travel often: 20% spend more
860 appearances in national and revolution” goes hand in hand with the than € 1,500 a year on travel.
international media and 200 exhibiting gradual acquisition of social rights of
companies, Expogays has established the LGBT community in Spain. Financial We’re proud that many Spanish cities
itself with just two editions as Spain’s analysts believe that the gay business is are considered as ‘gay havens’. Cities
major exhibition for suppliers interested the “most profitable” to invest in now and such as Gran Canaria, Ibiza, Benidorm,
in diversity and the LGBT market in they predict a growing “diversification” Torremolinos, Sitges and Madrid are
particular. Expogays is a product of to create new consumer needs. All among the favorite destinations for
SBR Productions, a multi content space this gives more ‘social power’ to LGBT gay people. Wherever they are, we
with events such as conferences and consumers. encourage destinations to come out of
dance performances, music and film in the closet ...
a wide and attractive staging for visitors We believe that the LGBT community
to combine business and pleasure. has become the new gold mine in the www.expogays.com

35
CASE STUDY
American Airlines’ Commitment to Equality
By Betty Young,
Manager, Diversity Markets, American Airlines
As the first airline to adopt employment marketing. The airline’s Diverse Segment New York last year, another pioneering
nondiscrimination practices that include Marketing philosophy, which includes concept.
sexual orientation (1993) and gender LGBT stakeholders, today draws together We have launched the first airline microsite
identity and expression (2001), American Sales, Marketing, Advertising/Sales welcoming our LGBT customers, which
Airlines is a pioneer in showing our Promotion, Corporate Communications, combined with our e-Rainbow news,
respect towards lesbian, gay, bisexual Interactive Marketing, Diversity Strategies Facebook presence, and other digital
and transgender (LGBT) customers and and the Diversity Advisory Council to initiatives, allows us to frequently step
employees. American is also the only focus on promoting American to diverse up engagement with customers in a
airline to earn a perfect 100% score on communities, including LGBT, women friendlier two-way conversation. We also
the HRC Corporate Equality Index every travelers, African American travelers, made it possible for our AAdvantage
single year from the start. Hispanic/Latino travelers, and veterans. customers to self-identify their interest
These practices serve as the foundation We believe that no other airline has in LGBT travel, which will allow us to
for American Airlines’ enduring marketing such a longstanding, robust internal and better know their needs and measure
strategy of inclusion and welcome for external focus on diversity across all lines their satisfaction with our services and
LGBT customers too. We have learned of business. The integrated approach products.
that by maintaining trusted partnerships connects with the airline’s Corporate While we cannot share proprietary
with top national nonprofits that promote Responsibility initiatives in many forms sales data, in the future we intend to
equality, along with our LGBT inclusive – ethical governance, diversity and keep working hard to maintain our
supplier diversity program, we are inclusion, safety, the environment, and profitable lead in serving all of our diverse
poised to sustain a growing share of corporate and employee giving. We customers. That is especially true among
loyal, frequent travelers including LGBT also have amplified our advertising and the LGBT community who express their
households. marketing investments to include many loyalty to first movers and are very willing
Beginning in 1994 with the Fortune 500’s LGBT media partners. In fact, GLAAD to reward their longstanding, trusted
first LGBT sales professionals known honored us this year and last, for our partners.
as the Rainbow Team, we see these excellence in LGBT advertising. One of
innovations as a foundation for the highly these awards singles out a memorable
integrated approach we take to vertical bus kiosk campaign on the streets of www.aa.com
Destination survey: How do UNWTO and IGLTA
Members reach out to LGBT consumers?
During the preparation of this report we conducted a brief, mentioning their support for national NGOs working in LGBT
informal survey among selected destination management issues. A good example of this is Seville Tourism Board’s work
organizations (DMOs) that are Affiliate Members of UNWTO and with COLEGA, a network of associations dedicated to achieving
IGLTA to discover their opinion on trends within the LGBT market equal rights for LGBT people in Spain.
itself, and what innovative actions they’ve taken to approach this
market segment. Working with IGLTA
In particular, the DMOs were asked whether or not they carry out ITB, Deauville, Antwerp, Seville, Florianopolis and Barcelona
specific LGBT marketing activities, which trends they’ve noticed Tourism Boards all emphasised the importance for them of
recently in this segment, if LGBT promotion has benefitted from working with IGLTA, whether through hosting events, arranging
LGBT-friendly legislation at national level and what the overall fam trips though the Association or learning from market research.
impact of LGBT visitors has been on the destination. Hosting the IGLTA Annual Convention was considered to be a
very effective means of making industry contacts, showcasing
Overview specific products and projecting a clear message of openness
to the LGBT traveller.
In total nine DMOs participated from seven different countries:
Germany, Belgium, Portugal, France, Spain and Brazil. Logically, Open and inclusive destinations
respondents who were members of IGLTA demonstrated
an increased interest in the LGBT market and frequency of All destinations were keen to underline that the tourism sector as
promotional activities. Of the UNWTO Members who responded a whole benefits when a destination is regarded as being open,
(Barcelona Tourism, Zaragoza Tourism and the Portuguese tolerant and welcoming to all visitors. In some cases, such as
Tourism Confederation), Barcelona detailed a variety of marketing the Portuguese Tourism Confederation, this is set out clearly in
actions and knowledge of this segment while the other expressed the Confederation’s CSR policy. Interestingly, the Amsterdam
their desire to extend a welcome to LGBT visitors, an approach Tourism and Congress Bureau (arguably a long-established
facilitated by recent pro-LGBT legislation at national level. destination for LGBT travellers) stated that it was not necessary
to specify the LGBT segment as a specific target group, since
Promoting the destination to LGBT travellers it could be included with other segments the city wishes to
promote to. Florianopolis CVB was among the respondents
The majority of these highlighted that they carry out specific that have observed a significant increase in LGBT visitors
promotional activities targeted at the LGBT community, mainly since legislation was passed approving same-sex unions while
participation in events and fairs as Gaygames, Gay Fun Ibiza, Zaragoza Tourism concluded that “tourism should always be
Gay Travel Fair–London, Rainbow Attitude–Paris, SIGL-Paris, understood as an activity that contributes to sustainability and
Gay and Lesbian Travel Pavilion–ITB Berlin, Pink Corner SITC- progress among other things, and non-discrimination against
Barcelona, Fitur LGBT-Madrid. Some respondents went further, any group in society”.
We are very grateful for the following organizations for participating in this survey

37
Tourism Towards 2030
Global Overview
Presented at the UNWTO General Assembly in October 2011, Tourism Towards
2030 is a broad research project in continuation of UNWTO’s work in the area of
longterm forecasting initiated in the 1990s. It has the following objectives:
• Assisting UNWTO Members in formulating policies and long-term strategic plans;

• Providing a global reference on tourism future development;
• Reinforcing UNWTO’s role in agenda setting for tourism-related subjects;
• Constituting a reference for UNWTO strategic documents, programme of work and activities.
Tourism Towards 2030 enriches existing forecasts with an overview of the social, political, economic, environmental and technological
factors, which shaped tourism in the past, and are expected to lead development and growth in the future.
You can consult Tourism Towards 2030 online in the UNWTO e-Library www.e-unwto.org (free access
for UNWTO Members) or purchase a copy through the UNWTO Infoshop www.unwto.org/infoshop
(50% discount for UNWTO Members).
39
Policy and Practice
for Global Tourism
This major new publication from UNWTO is a guide to the major themes in world tourism today. Through
11 chapters, it presents an overview of topics ranging from sustainable tourism to social networks or
emerging markets to creating a successful destination brand. Examples of UNWTO’s work in key areas
are highlighted throughout the publication, and these are complimented by case studies and opinionsfrom
business leaders, destinations management organizations, academics and NGOs.
In this comprehensive publication, UNWTO is proud to The publication is available to consult in electronic format in
include contributions from over 30 Affiliate Members from the UNWTO at e-Library www.e-unwto.org to which Affiliate
around the world, as well as input from experts from the Members can benefit from free access.
UNWTO Secretariat.
Policy and Practice for Global Tourism is now on sale
Policy and Practice for Global Tourism is aimed at decision through the UNWTO Infoshop at www.unwto.org/
makers working in the public and private sectors alike, as well infoshop at the price of 50 EUR. UNWTO Members
as those who are simply interested in learning more about can benefit from a 50% discount on all purchases
this fast-moving and dynamic sector of the global economy. through the Infoshop.
To find out more about becoming an Affiliate Member of the World

Tourism Organization visit
www.unwto.org www.platma.org
The World Tourism Organization (UNWTO), a United Nations specialized agency, is the leading in-
ternational organization with the decisive and central role in promoting the development of responsible,
sustainable and universally accessible tourism. It serves as a global forum for tourism policy issues
and a practical source of tourism know-how. Its membership includes 155 countries, 7 territories, 2
permanent observers and over 400 Affiliate Members.
UNWTO Affiliate Members bring together over 400 companies, educational & research institutions,
destinations and NGOs whose activities are related to tourism and which contribute to the UNWTO their
knowledge and expertise to promote the development of tourism that’s responsible, sustainable and
accessible for everyone. Over 80 countries are represented among the Affiliate Members, the world’s
premier forum for exchanging tourism knowledge.
World Tourism Organization Capitán Haya 42, 28020 Madrid, Spain.

Tel: (34) 91 567 81 00, Fax: (34) 91 571 37 33 - omt@UNWTO.org / www.UNWTO.org

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Global Report on

AFFILIATE MEMBERS REPORT PUBLISHED BY UNWTO AND IGLTA

The economics of LGBT tourism page / 08

LGBT rights and the United Nations page / 12

Emerging trends in LGBT tourism page / 14

Proud LGBT destinations page / 16-33

Business Case Studies page / 34-36

New UNWTO publications page / 38-40

Foreword: Javier Blanco

* See article “The UN and LGBT rights” p. 13

Foreword: John Tanzella

Certainly, from an economic point of view, there has

Global Report on LGBT Tourism / AM Reports: Volume three

© Tanja Krstevska / shutterstock.com

Global Report on LGBT Tourism / AM Reports: Volume three

For more information visit: www.e-unwto.org

the Middle East should start to show Looking ahead: Tourism

International tourism, World

Source: World Tourism Organization (UNWTO) ©

Global Report on LGBT Tourism / AM Reports: Volume three

www.iglta.org **Out Now Global LGBT2020

Global Report on LGBT Tourism / AM Reports: Volume three

As anyone who works in consumer and their diversity”

practised as a privileged means of different leisure interests to younger,

Global Report on LGBT Tourism / AM Reports: Volume three

LGBT rights and the United Nations

Recent advances in LGBT rights

By Gloria Careaga and Renato Sabbadini, co-Secretary-Generals of ILGA

Global Report on LGBT Tourism / AM Reports: Volume three

Emerging trends in LGBT tourism

Bob Witeck, CEO Witeck Communications

Global Report on LGBT Tourism / AM Reports: Volume three

© Ronald Sumners / shutterstock.com

© Botond Horváth / shutterstock.com

€42bn – representing an 8% growth in

Global Report on LGBT Tourism / AM Reports: Volume three

EMBRATUR: Committed to putting

Marco Antonio de Britto Lomanto

© Schmid Christophe / shutterstock.com

*Source: São Paulo Tourism Observatory **Source: Out Now Global

Global Report on LGBT Tourism / AM Reports: Volume three

South Africa is also growing in global stature as a leader in same-sex weddings

© PhotoSky 4t com / shutterstock.com

South Africa is a liberal country with a

Global Report on LGBT Tourism / AM Reports: Volume three

Global Report on LGBT Tourism / AM Reports: Volume three

© Eduardo Rivero / shutterstock.com

© Daniel Korzeniewski / shutterstock.com

© Eduardo Rivero / shutterstock.com

© ArrowStudio, LLC / shutterstock.com

Global Report on LGBT Tourism / AM Reports: Volume three

South Korea: a friendly destination for

Rights movement began in the 90s and

India welcomes LGBT visitors with open arms

India has long enjoyed a unique non- an LGBT-welcoming destination.

© Robyn Mackenzie / shutterstock.com

Global Report on LGBT Tourism / AM Reports: Volume three

Global Report on LGBT Tourism / AM Reports: Volume three

When Montréal started marketing to the

© Vlad Ghiea / shutterstock.com

Global Report on LGBT Tourism / AM Reports: Volume three

Sweet: Do-goodery and debauchery

In April 2008, Sweet launched