LGBTQ+ travellers are ready to travel the world as soon as countries reopen their borders, and tourism businesses across the globe will have to do more welcoming and LGBTQ+ friendly marketing to incorporate these travellers effectively.

This was highlighted in Africa Travel Week’s ‘The future of marketing to the LGBTQ+ traveller’ webinar. Uwern Jong, Editor-in-Chief of OutThere magazine, an LGBTQ+ focused luxury travel publication, said recent research done by the International LGBTQ+ Travel Association (IGLTA) showed that these travellers were ready to travel again very soon.

“66% of travellers said they were comfortable with travelling internationally before the end of the year, and 46% said they would not change the type of destinations they chose to visit after the coronavirus situation is resolved, reflecting a high degree of destination loyalty amid the uncertainty.”

Jong pointed out that 88% of OutThere readers were ready to travel internationally now, and that although hygiene standards were as important to LGBTQ+ travellers as to all other travellers, whether or not an establishment or destination was welcoming to the community remained the most important factor for their travel plans.

An increase of 29% of readers chose a destination known for its LGBTQ+ friendliness, he said.  “The desire for outdoor holidays once borders are opened is strong, with 77% of our readers wanting beach holidays as their first holiday.”  

A strong desire for outdoor leisure travel from this market puts many African countries, including South Africa, at an advantage. But, director of South African-based LGBTQ+ exclusive travel company Ntsako Travel Africa, Lipian Mtandabari, noted a need for more LGBTQ+ welcoming African-based travel companies and establishments.

“LGBTQ+ marketing in Africa has always been fragmented and Ntsako was created to bring a unified voice of LGBTQ+ travel marketing and it’s great that we have the support of South African Tourism,” he said.

“We have recognised an important need for training and education on this market in Africa. We know that budgets and tastes of travellers will change with this new normal so we need to prepare to welcome this market by training travel businesses to meet the needs of LGBTQ+ travellers and market effectively to them.”

Tanya Churchmuch, president of MuchPr, a New York-based boutique public relations agency, said the future for this travel category was very hopeful as they had always been the pioneers. “LGBTQ+ travellers have always been at the forefront of exploring new destinations and, even when the 2008 financial crisis hit, this market was leading the recovery for travel and tourism,” she said.

“LGBTQ+ travellers are resilient but where they go first will be determined by where they come from. Who knows when American travellers will be welcomed back in most countries around the world as we have such a high number of COVID-19 cases?”

Churchmuch agreed with Jong’s statement that LGBTQ+ travellers will be looking for remote destinations, which speaks to the unique selling point for Africa. “Big events such as PRIDE, usually held in cities such as London and New York in June to celebrate Global Pride Month, aren’t going to be the same in the new normal. PRIDE is known to draw large crowds as it’s usually a parade. This is where alternative, intimate offerings to LGBTQ+ travellers are important.”