Ian Johnson, Out Now
June 28, 2007
The gay tourism market in Canada has been the subject of increasing interest to marketers, and to lesbian and gay travelers, from the US gay tourism market and gay tourism markets from further afield.
Gay marriage in Canada - as well as all the great reasons to visit Canada anytime - are why an increasing number of gay travelers choose to take their gay tourism pink pounds, pink euro, pink yen and pink dollars to spend up on tourism in gay Canada.
Now, new gay tourism market research data has been released that values the tourism resulting from the gay tourism segment at CAD$5.4 billion.
The gay tourism market is one that is global and travels widely so we need to be careful when considering gay tourism market research data - is it measuring total spend on travel only, accommodation and travel, or including spending money also?
In addition, is the measure being taken on gay tourism expenditure by the Canadian gay tourism market only, or is it all spend by gays and lesbians, from whichever home locations, on travel and gay tourism market expenditure no matter where they live?
When considering gay tourism market research data you need to take great care in interpreting the data you are reading, to understand just what it is, and is not, telling you about the value and importance of the gay tourism market.
Consider the way the Nova Scotia Business Journal reports it. See if you can work out who is spending how much on gay tourism, and in which markets?
Gay, bisexual, lesbian and transgendered travellers spent double the amount as their heterosexual counterparts on trips last year and are twice as likely to go on vacation or leisure trips than the general public, according to a study by the Canadian Gay and Lesbian Chamber of Commerce. The findings of the chamber's first lesbian, gay, bisexual and trans-identified (LGBT) travel study said the demographic spent an average of $1,166 per trip in 2006, with an estimated market of 1.8 million travellers in this group. The average amount spent by gay travellers was 86% higher than the $627 spent by straight travellers, the report said.
The study said the size of the Canadian LGBT travel market is approximately $5.4 billion in Canada, $2.4 billion for those travelling in the United States and $1.7 billion elsewhere. 83% of gay travellers surveyed said they believe Canada is a place which goes out of its way to welcome gay travellers, ranking highly along with the Netherlands, Australia, Great Britain and France.
Confused? I'm not surprised since the report does not make clear who it is that is spending the headline figure of $5.4 billion. Is it counting the gay tourism spend by Canadian gay travelers only or does that figure include all lesbian and gay tourism visitors to Canada?
For detailed lesbian and gay travel market and gay tourism market research data - contact Out Now Consulting and start making some sense out of it all.
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