Industry can no longer ignore the value of the LGBTQ+ tourism market, as these travellers hold a combined global buying power of about US$3.9trn. However, the exact value of this market segment in Africa is yet to be determined.

Additionally, pre-pandemic, research has shown that LGBTQ+ travellers spend over US$99.6bn annually on travel globally.

This and other LGBTQ+ traveller insights were highlighted during a recent The Africa Hub webinar, where industry expert Martina Barth shared valuable knowledge of the complexities of one of the fastest-growing markets on the continent.

Barth is the Membership Manager for Africa, UK and Germany at IGLTA, Group Sales Manager at the Liz McGrath Collection, and the Western Cape Chairperson for SATSA.

“No official study has yet been carried out regarding the value of the African LGBTQ+ market. The Other Foundation has recently partnered with McKinsey & Company to measure and analyse the size and value of this market from a commercial perspective. We look forward to its findings,” said Barth.

The LGBTQ+ tourist

LGBTQ+ travellers are incredibly diverse, representing a wide spectrum of identities, preferences and life stages.

Each individual’s sexual orientation, identity, age, and cultural background, shape their unique travel needs and desires, and understanding and respecting the specific requirements of LGBTQ+ travellers, ensures inclusive and authentic travel experiences.

Avoiding stereotypes and assumptions is also crucial, as there is no one-size-fits-all approach to serving these travellers.

“LGBTQ+ travellers are not only solo travellers or dual income couples with no kids. They can be adventure seekers, golfers, retirees, big groups for parties, and they can also be part of book clubs. In recent years, what has also come to the fore is that a lot more families are in this segment now as well.

“One thing remains mostly unchanged – LGBTQ+ travellers seek high-end experiences focused on luxury over budget, and prefer bucket list over standard vacations,” said Barth.

Opportunities

The LGBTQ+ travel market is robust, diverse and it’s growing. A record 7.1% of adults self-identify as LGBTQ+ with Gen Zs driving the growth.

“The LGBTQ+ traveller is ready to reward those companies and destinations that not only tolerate, but see and welcome them as travellers. If the LGBTQ+ tourism economy was to be a country, it would actually be the fifth largest economy in the world,” said Barth.

Approximately 80% of LGBTQ+ travellers have passports and were among the first to return to international travel following the ease of travel restrictions post-COVID.

“Travelling is a very high priority for LGBTQ+ individuals. In other words, it’s a market the travel adviser community cannot afford to ignore. They bring enthusiasm, a sense of adventure, as well as their time and their money.

“The pay-off for serving this market segment is working with clients with considerable disposable income and a wide referral network that brings repeat business,” advised Barth.

Wants and needs

Firstly, LGBTQ+ travellers want to feel safe, welcome and free to be themselves while exploring the world. They also want to connect with locals to gain their insights.

“This is not only about restaurants, nightclubs and places of interest, but also about the local queer and cultural history. They want to work with tour operators and travel advisers that have carefully vetted those products and experiences that they recommend to queer travellers,” added Barth.

Furthermore, they also want to see themselves in tourism establishments’ marketing materials, as representation is very important for them.

“Having the right guides and locals to show them their countries is the key to a successful trip,” added Barth.

Trends

Barth gave the following as trends within the LGBTQ+ tourism market:

• More multi-generational: In the wake of the pandemic, more LGBTQ+ travel groups are expanding to include siblings, parents and children.
• Increased responsible and sustainable travel focus: Not only on protecting the natural environment but also on supporting local communities.
• Seeking higher-end experiences: Focusing on luxury over budget and bucket lists over more typical trips.
• Customisation and personalisation: This is key as these travellers want to have experiences that cater for their unique and specific requirements.

Challenges

South Africa was the first country in the world to include a sexual orientation protection clause in its constitution that enshrines the rights of all people.

It was also the fifth country in the world to legitimise same-sex marriage – the first outside of Europe.

South Africa is the LGBTQ+ capital of Africa, and Cape Verde became the second country in Africa to hold a gay pride parade after South Africa.

Despite these accomplishments, there are other African countries that are not so welcoming of LGBTQ+ travellers.

“We cannot ignore that often when we take one step forward in one country, we’re taking two steps back in another. The alarming laws recently passed in Uganda can also not be ignored. LGBTQ+ travellers are respectful of the laws and cultures of the destination they visit.

“The travel industry views the LGBTQ+ community often predominantly through the lens of their sexual orientation or gender identity, but it is the wanderlust that causes them to travel – not being gay, bi, or trans. Tourism boards need to reshape and understand this community is just like everyone else, and they want to have the most authentic travel experiences,” said Barth.

Barth concluded by giving the following map to showcase the sexual orientation laws of the different countries around the world: