IGLTA highlights major LGBTQ travel trends this year

Yesterday afternoon, the International Gay and Lesbian Travel Association held its welcoming reception here in Toronto at the Westin Harbour Castle Hotel.

This is the IGLTA’s 35th annual convention, and Toronto’s second time hosting the event.

READ MORE: The 35th annual IGLTA cconvention is not to be missed

“When LGBTQ travel, we like to feel welcome, and I don’t think any other city has this much diversity; recognizing this much culture, and in the end that’s what we’re really looking for here,” said Juan Julia, chair, board of directors for IGLTA.

Also in attendance was Johanne Bélanger, president and CEO of Tourism Toronto, who took to the stage to address some of the historical changes that have happened in the city over the last decade. Justin Trudeau, unable to attend, joined the stage in cut-out cardboard form.

Johanne Bélanger, president and CEO of Tourism Toronto, and Prime Minister Justin Trudeau

“Ten years ago, there was no Times Up, and no #MeToo; 10 years ago, there was no gay marriage in 19 countries that now allow it, including the U.S., Australia, France and the U.K, and it’s about time,” Bélanger said amidst a sea of clapping. “Yet while so much has changed in the world, and this country and in this city, some things remain the same. Toronto is, and will always continue to be, one of the most welcoming and inclusive cities in the world. It’s simply part of our DNA as Canadians.”

Bélanger continued: “This inclusiveness and welcoming nature is one of the few things Canadians will not apologize for. It takes a changed world to appreciate the views here. Toronto is a city where half of the population wasn’t born in Canada. This is where you’ll find culture, energy, swagger, but most importantly, a sense of belonging. It’s not simply about being diverse but thriving because of that diversity. This last decade has taught us that although this [Toronto] is a place where everyone is welcome, elsewhere, the struggle continues. That’s why this convention is so important.”

The IGLTA was founded by 25 members and over the years has grown to be the leading organization dedicated to LGBTQ tourism. This year, roughly 500 attendees from 37 countries attended the convention, which began on May 8 and wraps up this evening (May 11).

The afternoon welcome session kicked off with a presentation from Thomas Roth, president and founder of Community Marketing & Insights, and David Paisley, senior research director of Community Marketing & Insights. Both shared the results of a survey that analyzes the travel preferences and behaviour of LGBTQ travellers in both Canada and the United States.

According to Paisley and Roth, the LGBTQ tourism sector is worth $4.5B in Canada alone.

Juan Julia, chair, board of directors, IGLTA.

“When it comes to U.S and Canadian travellers, we actually travel very similarly,” said Paisley. “U.S. LGBTQ take more trips, but Canadians stay longer in destination. Looking at statistics to analyze our types of travellers, we find that the majority of LGBTQ travellers are moderate, or part of the budget traveller segment. No matter which segment you represent, there’s a place for you because we’re all over the board, from luxury to modest.”

Roth added: “We are born to travel. We travel more than we attend sports events, even though those could be cheaper and right down the street.travel is a passion for our community and for those who are new to the community or not quite part of the community, anytime you go to a bar, the conversation always turns to travel.”

Although Canada and the U.S share certain similarities regarding LGBTQ travel, in other areas, the contrasts are striking. “Ninety-two percent of Canadians say that they live in an LGBTQ-friendly province, but that drops down to 66 per cent in the United States. When we asked surveyors whether or not they live in an LGBTQ-friendly country, only 56 per cent of Americans agreed, but 98 per cent of Canadians said yes. We’ve done these surveys for a very long time and I don’t think I’ve ever seen numbers like this, so that shows a lot about what’s happening here in Canada right now.”

Roth added: “When Canadians travel, they essentially are moving there for a short period of time, and as tourism professionals, that’s great for the bottom line. As Canadians, we’re also all-year round market. In the general market, it’s usually about the winter holiday and the summer school holiday, but the LGBTQ community it’s year-round, because we’re essentially known as the DINK market—Double Income No Kids—but that’s changing with LGBTQ families, but the main point is we’re able to travel year-round more, and therefore, if you’re looking to fill beds during the shoulder season, we’re a great market for that.”

David Paisley, senior research director, Community Marketing & Insights

The survey addressed various trends including LGBTQ family travel, leisure travel, duration of flights and nights, cruise travel, LGBTQ travel demographics based on travel styles, international travel, and travel to the United States, which, since the last election, has dropped significantly, with 50 per cent of LGBTQ travellers saying they will not travel to the U.S because of the politics of the current U.S administration (79%), the feeling of being unwelcome (56%), negative news (49%) and safety and security concerns (48%).

The next IGLTA convention will be held in Milan, Italy in 2020, sponsored by the Italian National Tourist Board.

On hand was Salvatore Basile, accounting manager at the Italian National Tourist Board, to speak about this year's sponsorship, and what's to come.

"Milan will be hosting the 37th annual convention after New York in 2019, and today I spoke with the tourist board of MIlan, and they're thrilled to hold the convention," Basile told PAX. "They know that the city's been growing in the last few years on an international stage, getting more exposure and renovating much of the downtown area. The city is going through a renaissance with its urban landscape and they know that the convention will be a great way to showcase the city."

For the full survey by Community Marketing & Insights, click here. To learn more about the IGLTA, click here.