A deeper understanding of the growing LGBTQ+ tourism market – which holds a combined global buying power of around US$3.9trn – will go a long way towards leveraging the opportunities this market offers.

Industry experts recently shared these insights during The Africa Hub webinar on ‘LGBTQ+ Travel in Africa’.

Delve deeper and avoid ‘pinkwashing’

Martina Barth, Membership Manager for Africa, UK and Germany at IGLTA, Group Sales Manager at Liz McGrath Collection, and the Western Cape Chairperson for SATSA, shared six marketing tips on how businesses can aim to attract LGBTQ+ tourists, namely education and training; targeted marketing; authenticity and inclusivity; collaboration and partnerships; customer feedback and reviews; and continued growth and adaptation.

“Before you even start thinking about a marketing plan, you need to do education and sensitivity training with your staff. It’s not enough if you as the owner want to attract this market – you need to have the buy-in and support from your employees,” said Barth.

Regarding targeted marketing, queer travellers want to see themselves in businesses’ marketing material.

“Representation really does matter. One or two photos of two white men holding hands really aren’t enough. This goes way beyond sexual orientation, age, gender, race, and physical ability.”

She also advised businesses to give some thought as to the type of people they use as models during their marketing shoots. “Do they rightfully represent all the target markets that you are hoping to reach out to, or perhaps only one or two?”

Barth further noted that marketing campaigns must be authentic and warned against pinkwashing.

‘Pinkwashing’ refers to promoting the gay-friendliness of a corporate or political entity in an attempt to downplay or soften aspects of it considered negative.

“It can really do more harm to your brand than doing nothing at all. Do not put up a rainbow flag on June 1; take it down on June 30 [Pride Month]. Your intent to market to the LGBTQ+ community must be one for 365 days of the year. Absolutely celebrate Pride Month, but do not just market for one month.”

Collaboration and partnerships will show the LGBTQ+ community that businesses take their needs and desires seriously.

“When showing interest in marketing to the community, it doesn’t mean you are part of that community. Allyship is an incredibly important part of the LGBTQ+ community. They need strong, proud and loud allies to advance the community.”

Businesses are also advised to take note of customer feedback from LGBTQ+ travellers if they wish to grow and adapt in this market.

Questions for clients

Before starting with key questions for LGBTQ+ clients, Njeri Gachuhi, CEO and Founder of The Travelling Wakili, advised travel agents to learn the LGBTQ+ laws of the different countries in Africa, and that they should not necessarily deter these travellers from visiting countries that have stricter laws.

“You cannot tell clients this is an absolutely terrible place to visit just because of the laws. There are still queer people in the industry that want to attract LGBTQ+ travellers to their countries.”

Gachuhi gave the following key questions that travel agents should ask their LGBTQ+ clients before choosing a destination in Africa:

• Do they want to be affectionate in public? And what level of affection?

“For example, in Kenya, certain levels of public displays of affection (PDA) are okay, although kissing in the streets is not very common. If they want that level of PDA, then maybe rather suggest South Africa.”

• Is getting a double bed important or are they comfortable with getting a twin bed?

“This is always a point of anxiety for many couples regarding booking. Would they be comfortable to go to a country where the laws are stricter if that means they have to sleep in twin rooms? Always make sure that they feel comfortable.”

• Would they prefer a hotel or are they comfortable with a villa/holiday home?

“If clients want high-levels of PDA or a double bed, then a private villa would work best. It also limits the number of people that they are going to interact with in terms of homophobia.”

• What are their pronouns and how do they express themselves?

“This is particularly for people who are transgender and gender diverse. For some people, their legal documents read one gender while they might prefer the other.”

• Would they like to attend queer events, queer-friendly restaurants, bars etc. during their stay and/or would they like to support a queer organisation during their visit?

Questions for providers

Gachuhi concluded by giving the following key questions travel agents should ask providers and product owners when booking trips for LGBTQ+ travellers:

• Are they open to discussing the LGBTQ+ market with their staff so that they feel comfortable about working with them and hosting, serving and accommodating them?
• Have they previously worked with or served other LGBTQ+ identifying folk?
• If yes, how was the experience and what safety measures did they have to ensure a comfortable stay?
• If no, are they comfortable serving this group and what measures will they put in place?
• Are they able to provide information on local LGBTQ+ resources such as LGBTQ+ community centres or events?
• For the property – is it located in a safe/LGBTQ+ friendly neighbourhood?
• Do they know or have experience regarding recent local LGBTQ+ laws, rights and protections?