Over the past two decades, the global lesbian, gay, bisexual, transgender and queer (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.
This handbook has been commissioned with the aim of helping the members of the European Travel Commission (ETC) to understand the characteristics of the 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.
A 25 page supplement including case studies on LGBTQ destination marketing as well as transcripts from the expert interviews are available upon request. Please contact us.