In our latest poll, more than half (51%) of 98 respondents revealed that none of their tourism business targeted the potentially lucrative LGBTQI+ market.
The poll emphasised that tourism businesses in southern Africa might be missing out on a golden opportunity. LGBTQI+ travellers make up an estimated 10% of the global travel industry and the market is worth an estimated US$218 billion in annual consumer spending worldwide, according to the World Travel Market.
In June (Pride Month), South Africa was ranked 21st out of 50 of the safest countries in the world for LGBTQI+ travellers: the highest ranking in Africa. But our poll echoes the sentiments of Martina Barth, representative for Africa of the International Gay and Lesbian Travel Association (IGLTA) in her column, that there remains a lack of understanding of this market and its potential.
Which niche sector has growth potential?
Avitourism is a ‘niche’ market that is growing exponentially in southern Africa post-COVID. This week, we’d like to know where the potential lies in growing other specialised tourism offerings.
The poll question is:
