Most Popular Gay Tourism Hotspots for 2013 Revealed

NEW YORK, USA (OUTNOW) -- September 6, 2012 - New research reveals which travel destinations hold the most appeal to one of the most valuable niche demographics - the lesbian, gay, bisexual and transgender (LGBT) travel market.

The United Kingdom and London are the big improvers in this year’s rankings released today by Out Now Business Class - the world’s leading LGBT business networking membership association. 

France is up but Paris is down - and the USA has dropped two rankings as a desired LGBT tourism destination in 2013.

The findings are the first data to be released from the ‘Out Now Global LGBT2020 Tourism Report’ 2013 edition - which will be revealed in full at World Travel Market, the leading global event for the tourism industry, in London this November. For the first time, there is also a dedicated LGBT sector exhibition space - ’Out Now Business Class’ at WTM, which will significantly increase visibility, market access and networking opportunities for exhibitors - such as airlines, destinations, hotels, tour operators, marketing specialists and others.

The LGBT pavilion at WTM will dramatically increase exhibitors’ B2B networks, allowing them to extend their consumer reach and significantly expand their own share of global LGBT tourism.

Reed Travel Exhibitions Director World Travel Market Simon Press said: “I am delighted to be able to announce the launch of Out Now Business Class at WTM. “The LGBT market is of growing importance to the global travel and tourism industry and it is great that WTM is able to lead the way in offering business opportunities for such an ever-increasing important sector of the market.”  

The latest LGBT2020 research shows there is much business development work to be done by the industry.

France has moved up - and is now the number one most desired destination country for the more than 6% of the total global tourism industry identified as LGBT. The USA has lost its top spot, falling from first to third this year.

One of the biggest improvers as the industry heads towards 2013 - and apparently basking in the Olympics afterglow - is the UK, which moved up from fourth place to second. 

Talk of the Eurozone crisis has not deterred LGBT travellers who have pushed Greece up the rankings to appear in the top ten most desired gay destinations globally. Italy also moved up while Spain dropped two places.

Out Now is the world’s premier global LGBT market specialist, and the new LGBT2020 global tourism report for 2013 is the result of three years of research data collected from almost 100,000 respondents in 24 countries. Sampling has been undertaken in 12 languages and this year comparative data for respondents from Israel, India and Turkey are included for the first time.

Respondents were asked which of a large number of listed countries and cities they wanted to visit in the next three years. LGBT tourism is big business. In 2012, Out Now’s research showed that the total tourism spend by LGBT people globally will exceed USD$165 billion.

Out Now will release the latest research findings on the value of the market in 2013 at WTM this November and is hosting a dedicated LGBT exhibitor pavilion at the event called ’Out Now Business Class’. Amongst confirmed exhibitors are tourism marketing offices from Berlin, Helsinki, Pridetours from Israel and THE OUT NYC - a lesbian and gay targeted hotel from New York. 

The new LGBT pavilion at WTM is specifically designed to highlight those tourism industry players that are most committed to expanding their share of this growing market. One of the exhibitors – Berlin Tourismus – has seen its LGBT2020 ranking increase by four places this year, as a result of their concerted strategic marketing focus on the LGBT consumer travel market.

In terms of most popular gay cities, New York has remained in the number one position for the second year running. However NYC is being very closely challenged by Rio de Janeiro in second place, which moved up one place and pushed Sydney down to third place. 

London has moved ahead of Paris this year, which has now fallen one place behind traditional gay favourite San Francisco.

Darren Cooper, Senior Consultant at Out Now based in London said the results contained some surprises and a few wake-up calls. 

"The latest LGBT2020 tourism research data from Out Now Business Class is one of the year’s most anticipated releases, as we track global LGBT tourism trends the industry needs to know in order to optimally position for this potentially lucrative market" Cooper said. "This year it seems that Team GB can take credit for a few more wins as both London and the UK have seen significant improvements in their appeal to this market. When you consider the scale of the LGBT market opportunity, moving up or down a notch can mean hundreds of millions difference in tourism revenues for a destination.”

Cooper urged the industry to act now to secure a place at the dedicated LGBT exhibition space at this year’s World Travel Market.

"The importance of business-to-business connections in the implementation of an effective LGBT marketing strategy cannot be understated" Cooper said. "It is only through quality partnerships with the right partners - from LGBT media, tour operators, mainstream destination marketing offices, hoteliers, airlines, LGBT marketing specialists and other business networking that those wanting to increase their market share can expect to succeed. This is a lucrative market opportunity for those who take the trouble to get it right. The rewards for those who do are substantial - and we are looking forward to working with all our exhibitors at WTM this year to significantly expand their results from the global LGBT market"

Out Now Business Class exhibitor display space at WTM is available now on a standalone basis and with booth sharing opportunities. Spaces are limited and can be secured by contacting Darren Cooper at Out Now darren.cooper@OutNowConsulting.com 

All data is copyright 2012 Out Now - and can be reprinted provided required data credit is used in full - For the full tables visit http://www.outnowconsulting.com/latest-updates/press-centre/most-popular-gay-tourism-hotspots-for-2013-revealed 

ABOUT OUT NOW
Established in 1992, Out Now is the world’s leading LGBT marketing organization and has for two decades been relied upon by many of the world’s leading brands, organisations and tourism bodies for specialized gay and lesbian marketing insight and expertise.

Services include research, training, strategy and communications. Out Now clients include IBM, Toyota, Citibank, German National Tourist Office, TUI, Lufthansa, Berlin Tourism Marketing, Vienna Tourist Board, Visit Manchester, Stockholm Visitors Board and Lloyds TSB Banking Group.

About Out Now Business Class
The world’s best B2B networking membership association to reach LGBT people is Out Now Business Class www.outnowbusinessclass.com 

About World Travel Market
World Travel Market, the leading global event for the travel industry, is the must-attend four-day business-to-business exhibition for the worldwide travel and tourism industry.

Almost 48,000 senior travel industry professionals, government ministers and international press, embark on ExCeL - London every November to network, negotiate and discover the latest industry opinion and trends at WTM.

WTM, now in its 33rd year, is the event where the travel industry conducts and concludes its deals.WTM 2010 generated £1,653 million of travel industry contracts, revealed independent research by Fusion Communications.

WTM is owned by the world’s leading events organiser Reed Exhibitions (RE), which organises a portfolio of other travel industry events including Arabian Travel Market and International Luxury Travel Market.In 2010, RE held more than 460 events in 36 countries bringing together more than seven million people from around the world generating billions of dollars in business.

Reed Travel Exhibitions
Reed Travel Exhibitions (RTE) is the world’s leading provider of exhibitions in the travel and tourism industry. Its wide-ranging portfolio of events around the globe covers leisure travel, luxury travel, business travel and the meetings and incentives industry.

The 13 events are; World Travel Market (WTM), Arabian Travel Market (ATM), International French Travel Market (IFTM), La Cumbre, International Golf Travel Market (IGTM), International Luxury Travel Market (ILTM), International Luxury Travel Market Asia (ILTMA), Asia-Pacific Incentives & Meetings Expo (AIME) (owned by Melbourne Convention + Visitors Bureau), Global Exhibition for Incentive, Business Travel, and Meetings (EIBTM), Gulf Incentive, Business Travel and Meetings (GIBTM), Americas Incentive, Business Travel and Meetings (AIBTM), China Incentive, Business Travel and Meetings (CIBTM) and Business Travel Market.

2012 sees the launch of two exciting new events with The Spa & Wellness Summit taking place in Austria Tyrol (10-12 September) and ILTM Americas launching in Mayakoba, Mexico (1-3 October).Furthermore, April 2013 will see RTE launch World Travel Market Latin America in São Paulo, Brazil (23-25 April).

In 2011 RTE’s 13 events were the catalyst for £2,807 million worth of travel and tourism business deals. RTE is a business unit of Reed Exhibitions.

About Reed Exhibitions
Reed Exhibitions is the world’s leading events organizer, with over 500 events in 39 countries. In 2011 Reed brought together six million active event participants from around the world, generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East, Asia Pacific and Africa and organized by 33 fully staffed offices. Reed Exhibitions serves 44 industry sectors with trade and consumer events and is part of the Reed Elsevier Group plc, a world-leading publisher and information provider and a FTSE 100 company. www.reedexpo.com

###ENDS###

Contact Information

Darren Cooper

Senior Consultant

Out Now

Contact via E-mail