[FREE REPORT] The Impact of LGBTQ+ Social Actions and Marketing on Destination Perception

How much do LGBTQ+ inclusive campaigns impact people’s perceptions of a travel location?

The global LGBTQ+ community has an estimated spending power of 3.9 trillion dollars in the global economy each year. In the USA, the community spends around 10% of its purchasing power on travel, which amounts to nearly $100 billion.

Adopting a social and tourism approach that is inclusive of the LGBTQ+ community can significantly impact how the public perceives a destination.

And we’ve got the evidence to back up this claim.

To evaluate the impact marketing and social actions have on the overall perception of destinations, we chose some cities and regions that stood out in recent years for their LGBTQ+ friendly initiatives:

• United Kingdom
• Spain, with focus on Madrid, Barcelona, and Gran Canaria
• Copenhagen (Denmark)
• Tuscany and Puglia (Italy)

We analysed these European destinations through our LGBTQ+ Index, measuring how their score has changed in the last few years.

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