Conference Highlights Benefits of LGBT Tourism

By Bobby-Jo Keats

Visitors are learning about LGBT tourism and its benefits to local businesses at a conference this

week.

Travel Gay Canada’s Fifth Annual LGBT Tourism Conference, Travel Without Borders, was

held on Oct. 23 to 24 at Ceasars Windsor followed by a guided wine tour on the 25th. The

conference examined ways to increase LGBT tourism locally by examining the latest research on

the subject, creating networking opportunities and discussing how to promote in the Canadian

market.

“Every year we hold an LGBT tourism conference for members and future members to come and

learn about the market, what it is and who it is, said President of Travel Gay Canada, Colin

Sines. “Businesses, hotels, and travel companies come and learn about it. We partnered with

Windsor – Essex Pride Fest, Travel Gay Canada and Ceasars Windsor to see how we could

market the region as LGBT friendly.”

The conference examined results of the TGC Third National Research Study, which examines

the habits and motivators of the LGBT traveler. They also discussed social media and its

advantages in effective campaigning as well as ways to build and keep loyalty of LGBT

travelers. Marketing strategies such as a “two-nation vacation” were also addressed, which takes

advantage of cross-border travel.

“The market has currently increased from $6.9 billion annually to $8.5 billion. There are not

many markets increasing like that,” said Sines.

Sines says the average member takes three to four trips per year and spends an average of $1,100

per trip with 48 per cent of them spending that money within Canada.

“Windsor-Essex Toursim has been working diligently at developing the market, and getting

stakeholders in the area to understand the market and to support their effort for make it an LGBT

destination,” he said.

Sponsors for the conference included Ontario Tourism, Via Rail, Tourism Toronto and Delta

Airlines.

Tourism Windsor Essex Pelee Island Chief Executive Officer Gordon Orr said it’s a good way

to make people more aware of the different LGBT friendly establishments in Windsor Essex

County. He also says the conference is about networking, learning from one another and gaining

a better understanding of the importance of this market segment to our region.

“The LGBT market is important to this region and it’s our hope to increase our destination share

both domestically and internationally. People travel based on experience and where they feel

welcome and they don’t see borders. We want to give them reason to travel here,” said Orr.

Over 147 delegates attended the conference from all over Canada as well as Uruguay and China.

The tourism board from Fort Lauderdale were also in attendance. Cooper Smith, Director of

Sales and Marketing and TGC board member said social media plays a big part in tourism, from

a simple visual ad to an engaging post.

“What Fort Lauderdale has done is take LGBT marketing, flip it upside down on its head and

become one of the number one destinations for LGBT and we are hoping that Windsor will

follow suit, said Smith. “We are very fortunate to have so many speakers at the conference.

These conferences are what get ideas going, because you bring together different people various

ideas and when everyone puts their minds together good things happen.”