This study has been commissioned with the aim of helping the members of the European Travel Commission (ETC) to understand the characteristics of the lesbian, gay, bisexual, transgender and queer (LGBTQ) market segment, and in particular the dynamics that influence the demand from this segment from five of Europe’s major source markets: Brazil, China, Japan, Russia and the United States.
As this report will explain, over the past two decades, the global LGBTQ population has become more visible due to a variety of factors. As the visibility of this group increases, the considerable diversity of this group is becoming better understood, itself helping to drive the process of social acceptance. The increased visibility of LGBTQ people has also raised their profile as a consumer segment; a segment with particular interests, motivations and needs.
The tourism sector is one of the economic sectors which has led in engaging with the LGBTQ segment. This is no coincidence; tourism has long been regarded as one that is associated with openness, diversity and acceptance – even celebration – of differences between peoples around the world. However in recent years, as the acceptance of LGBTQ people in society has gathered pace, an increasingly diverse range of destinations, travel industry associations, and individual businesses have shown interest in the LGBTQ segment, and as a movement to be publicly supported.