Authentically Engaging 2SLGBTQIA+ Travellers
This guide provides a concise overview of best practices for tourism operators to genuinely connect with the 2SLGBTQIA+ travel community.
The Opportunity: By the Numbers
$12 Billion: Annual value of the 2SLGBTQIA+ travel market in Canada. [1]
$300+ Billion: Current global 2SLGBTQIA+ tourism market value. [2]
59% of LGBTQ+ travellers have experienced discrimination during their trips. [3]
43% have cancelled travel to a destination due to it being unsupportive of the community. [3]
Core Principle: Authenticity Over Performance
Moving beyond seasonal "rainbow washing" is critical. 2SLGBTQIA+ travellers value and reward genuine, year-round commitment. Authentic engagement is not a marketing campaign; it is a fundamental business practice rooted in respect, safety, and inclusion.
Key Best Practices: The DOs
DO use inclusive language.
Update your website, marketing materials, and internal communications to use gender-neutral terms (e.g., "guests," "everyone"). Provide fields for pronouns in booking forms.
DO represent the community's diversity.
Showcase a wide range of identities, ages, races, and family structures in your marketing. Avoid stereotypes. Partner with diverse 2SLGBTQIA+ content creators for authentic storytelling.
DO invest in staff training.
Equip your entire team with the knowledge to be confident and effective allies. Training should cover terminology, pronoun usage, and deescalation techniques for discriminatory situations.
DO build year-round partnerships.
Engage with local 2SLGBTQIA+ organizations, artists, and businesses. Sponsor community events outside of Pride month to show sustained support.
DO be transparent about safety.
Provide clear information on your website about the local environment and your commitment to creating a safe space for all guests.
Common Mistakes: The DON'Ts
DON'T limit your focus to Pride month.
"Rainbow washing" is easily recognized and can damage your brand's credibility.
DON'T assume the community is a monolith.
Avoid stereotypes and recognize the intersectional diversity within the 2SLGBTQIA+ population.
DON'T market inclusivity you can't deliver.
Ensure your internal policies and on-the ground guest experience align with your external messaging.
DON'T ignore the local context.
Acknowledge the realities of your destination and provide resources to help travellers navigate it safely.
Quick Action Checklist
1. Audit your website and booking forms for inclusive language.
2. Schedule comprehensive staff training with a reputable provider.
3. Identify a local 2SLGBTQIA+ organization to partner with for a year-round initiative.
4. Review your marketing imagery to ensure it reflects the diversity of the community.
5. Add a dedicated DEI and safety page to your website.
References
[1]: "CGLCC, An LGBT+ Travel Market Guide & Tourism Development Toolkit"
[2]: "Transparency Market Research / Mordor Intelligence"
