Beyond the Rainbow: How Inclusive Tourism Drives Off-Season Revenue and Builds a Stronger Business
Photo Credit: Conor Phelan/Banff & Lake Louise Tourism
For many tourism operators, the end of peak season signals a familiar downturn. Revenue streams dry up, skilled staff are laid off, and vibrant destinations become quiet towns. This boom-and-bust cycle, driven by seasonality, is one of the most persistent challenges in the tourism industry. But what if there was a powerful, often-overlooked strategy to not only counter this trend but also build a more resilient and profitable business year-round? The answer lies in inclusive tourism, specifically in welcoming the 2SLGBTQ+ community.
The 2SLGBTQ+ travel market is not a niche interest; it's a global economic powerhouse. Valued at over $300 billion annually and projected to grow significantly, this demographic represents a substantial opportunity for tourism businesses willing to look beyond traditional peak-season strategies . More importantly, 2SLGBTQ+ travelers often seek experiences outside of the typical summer vacation window, making them the ideal audience to help you fill your rooms, tours, and restaurants during the shoulder and off-seasons.
The Economic Power of the LGBTQ+ Traveler
Understanding the economic impact of the 2SLGBTQ+ travel market is the first step to recognizing its potential. The data speaks for itself:
Higher Spending: In Canada, 2SLGBTQ+ travelers spend an average of $1,800 per trip, a figure that dwarfs the national average of $265 . This trend holds true for experiences, with 2SLGBTQ+ travelers spending significantly more on tours, activities, and attractions than their non-2SLGBTQ+ counterparts .
More Experiences: 2SLGBTQ+ travelers don't just spend more; they do more. Research shows they take more tours, visit more attractions, and participate in more activities on average during their trips . This translates to more revenue opportunities for a wider range of businesses within a destination.
Year-Round Travel: While Pride events are major draws, 2SLGBTQ+ travelers are active year-round. They are often more flexible with their travel dates and are actively seeking out unique experiences in all seasons, making them a key market for combating seasonality
Common Missteps: Why Your Inclusion Efforts Might Be Failing
Simply adding a rainbow flag to your website during Pride month is not enough. Many businesses make critical errors that prevent them from genuinely connecting with the LGBTQ+ community.
The Pitfall of "Rainbow Washing"
This refers to the practice of using rainbow branding and other symbols of LGBTQ+ inclusion in a superficial way, without any real commitment to the community. This can be perceived as inauthentic and can damage your brand's reputation. True allyship requires a year-round commitment to diversity and inclusion .
Lack of Authentic Representation
Marketing that relies on stereotypes or fails to reflect the true diversity of the LGBTQ+ community is a major misstep. The community is not a monolith; it includes people of all ages, races, gender identities, and family structures. Your marketing should reflect this diversity to be truly effective .
Proven Strategies for Authentic Inclusion
To successfully attract and retain 2SLGBTQ+ travelers, your efforts must be authentic and comprehensive.
Invest in Your Team
Your staff are your most important ambassadors. Invest in comprehensive Diversity, Equity, and Inclusion (DEI) training to ensure they have the knowledge and skills to create a welcoming environment for all guests. This is not just a "nice-to-have"; it's a fundamental part of providing excellent customer service.
Build Real Partnerships
Demonstrate your commitment to the 2SLGBTQ+ community by partnering with local and national LGBTQ+ organizations. This could involve sponsoring events, collaborating on marketing campaigns, or supporting community initiatives. These partnerships build trust and show that your support is genuine .
Create Genuinely Safe and Welcoming Spaces
Safety is a primary concern for many 2SLGBTQ+ travelers . Go beyond simply saying you are "friendly" and take concrete steps to create a safe environment. This includes implementing clear non-discrimination policies, offering gender-neutral restrooms, and ensuring all guests feel respected and valued.
Your Path to a More Profitable and Inclusive Future
The business case for embracing 2SLGBTQ+ tourism is clear. By moving beyond performative gestures and implementing a genuine, year-round strategy of inclusion, you can tap into a lucrative and loyal market, drive revenue during your slowest months, and build a more resilient and sustainable business.
Start today by evaluating your current practices and identifying areas for improvement. The journey to authentic inclusion is ongoing, but the rewards for your business, your community, and the tourism industry as a whole are well worth the effort.
