LGBT Travel Market Guide & Toolkit
ABOUT THE LGBT TRAVEL MARKET GUIDE & DEVELOPMENT TOOLKIT
The North American Lesbian, Gay, Bisexual, and Transgender (LGBT) travel market spends over $73 billion on travel annually. This market provides a significant economic opportunity for the Canadian tourism industry, but without a full understanding and better preparedness, destinations will not be able to adequately meet tourist expectations.
This Guide is a roadmap to guide Canadian destinations into the LGBT market. It includes two main components: (I) an LGBT Travel Market Guide and (II) an LGBT Market Development Toolkit.
The goal of this Guide is to provide Canadian destinations with the tools to successfully enter and grow the LGBT travel market. This Guide will assist Canadian destinations as they identify the opportunity and value in targeting the LGBT market for their region. By providing valuable resources and ready-to-use tools, this guide will help destinations to become LGBT market ready.
WHAT IS THE LGBT TRAVEL MARKET?
It is essential that travel destinations and all stakeholders have an understanding of the LGBT traveler. The following information is meant to give an introduction to the LGBT market and although not exhaustive, it provides key information and data that will provide destinations and businesses with a richer understanding of the LGBT traveler.
The LGBT travel market has remained relatively untapped by many of Canada’s destinations and tourism-related businesses, and therefore represents a lucrative opportunity. As more and more destinations outside of Canada begin to actively target this market, Canadian businesses and destinations need to act now to ensure they capture and maintain this market share.
Although the actual size of the population that identifies as LGBT is unknown, it is estimated that in North America there are close to 30 million LGBT people (6-8% of the total population). The total value of spending by the North American LGBT consumer market is estimated at $750 billion, with tourism spending estimated to be more than $70 billion.
On average, Canadian LGBT travelers spend $3,400 on travel per year with gay men spending slightly more at $3,800 compared to lesbians who spend $3,100 per year. LGBT travelers from Western Canada spend the most ($3,800), followed by those from Ontario ($3,500). Overall, Canadian LGBT travelers have income levels that mirror that of the general population, but only 5% have children, which generally results in higher discretionary income.
VIEW THE LGBT TRAVEL MARKET GUIDE & DEVELOPMENT TOOLKIT
LGBT Travel Market Guide & Development Toolkit 2012
The LGBT Travel Market Guide & Development Toolkit was created and property of Travel Gay Canada for the partnership of Windsor-Essex Pride Fest and Tourism Windsor-Essex & Pelee Island.
Copyright: Travel Gay Canada