LGBT Tourism insights

Handbook on the LGBTQ Travel Segment in Europe

On behalf of the European Travel Commission and the IGLTA Foundation
Published: July 2018
Free download (click on the front cover image)

This Handbook includes fresh consumer data, trends, forecasts, competition analysis and recommendations on how European destinations can engage with the dynamic LGBTQ market segment. It describes how Europe is generally perceived as ‘the most LGBTQ-friendly destination’ in the world, but with work still to do on improving its offer for the LGBTQ segment, and in improving the quality of life for LGBTQ citizens in many areas.

What’s in the Handbook?

  • Analysis of the LGBTQ market today, and major trends
  • Expected future evolution of the market
  • First-hand consumer insights from five major outbound markets
  • Market overviews, with expert opinion
  • Competitor benchmarking and case studies
  • Comprehensive recommendations to European destinations
  • Expert interviews (supplement)


Global Report on LGBT Tourism (2nd edition)

On behalf of the UN World Tourism Organization (UNWTO) and the International Gay and Lesbian Travel Association (IGLTA)
Published: May 2017
Free download (click on the front cover image)

As the report’s author, I brought insights from international organisations, governments, NGOs, the media and think-tanks dedicated to tourism and LGBT rights. Data from a dedicated survey of 70+ destinations around the world is included, as well as my own insights on destination marketing and development.

The report was written to reflect the current state of destination marketing, management and LGBT equality around the globe. It’s ideal for anyone who’s interested in the LGBT traveller and their impact on the global travel and tourism industry. It also gives extensive recommendations to destinations on how to start out with the LGBT segment, or refresh their approach.

Download the full report: Second UNWTO Global Report on LGBT Tourism (18MB)


Global Report on LGBT Tourism (1st edition)

On behalf of the UN World Tourism Organization (UNWTO)
Published: January 2012
Free download (click on front cover image)

This was the first report of its kind by the United Nations, covering the topic of the LGBTQ consumer market in travel. It gives an introduction to the concept of ‘LGBTQ tourism’, discusses its economic and social impact, and presents a range of case studies from destinations around the world.

First UNWTO Global Report on LGBT Tourism




Article: How to make LGBT travel matter to Millennials

In the past I’ve written blog posts and given numerous presentation on the challenges posed to those in LGBT marketing, by shifting attitudes towards sexual orientation and gender identity among younger generations. Many ask “is LGBT travel still a thing?”. My answer is that it is a thing, but you have to upgrade your marketing message and product proposition to the reality of how LGBT people live in the 21st century.

I explain more about this on pages 70-73 of the new report, and you can also check out my past post ‘How to Make LGBT Travel Matter to Millennials‘.

Find out more:

Learn more about UNWTO, IGLTA and the IGLTA Foundation

Learn more about the author

Want to know more? Contact me: genctraveller[at]gmail[dot]com

Jump to my publications by category:

Millennial traveller insights

Destination marketing and development

Emerging outbound markets (Asia outbound travel)

The sharing economy

LGBT tourism

Products and segments (shopping tourism, food travel)