Unleashed by name, unleashed by nature. Fort Lauderdale and the IGLTA (International Gay and Lesbian Travel Association) did themselves proud at this year’s annual convention.
A key sentiment at this year’s event was that the gay and lesbian travel segment is no longer a ‘niche market’. The whole convention lent enormous credibility to that, delivering a tourism convention to rival any mainstream tourism convention. The IGLTA is here to stay and what’s more, it’s growing exponentially.
The State of the Global Travel Industry
Before looking at the LGBT market specifically, it is worth taking a look at the industry as a whole. Despite the harbingers of doom, ash clouds, terrorism and rising oil prices, the tourism industry and the appetite for travel continues to grow strongly. The travel industry accounts for 6-7% of global employment and is leading economic development around the world.
According to the UNWTO (the World Tourism Organisation), worldwide tourist arrivals numbered 528 million in 1995 compared to 935 million in 2010. The forecast is for this to increase to 1.5 billion by 2015, fuelled partly by the prosperity of the BRICS nations (Brazil, Russia, India, China and South Africa), a growing and ageing population and the young and affluent travelling for the first time from those emerging markets.
Regional forecasts predict steady growth in 2011 with African visitors expected to grow between 4 – 7 %. This is particularly impressive considering the strong African growth in 2010 (6.4%) driven by the FIFA World Cup.
We are competing in an ever more open and global market with countries outside of the Top 15 destinations making up 44% of the global travel market compared to 25% in 1970.
The LGBT Market
It is now estimated that the LGBT market makes up close to 7% of the North American population. And that 7% has a high propensity for travel. To put that into perspective, we’re talking about nearly 40 million people. Almost the entire population of South Africa.
Some interesting statistics about the global LGBT market:
86% take a minimum of 2 vacations per year
89% of these will take more than 4 a year
78% are long-haul destinations
56% will fly premium cabin
87% will choose boutique/design led properties
90% will only stay in 4+ star properties
Yet, just 29% will choose gay-only properties
57% admit that they don’t really check the property’s gay-friendly status
Below is a table of the most popular vacation destination for LGBT travellers in 2010.
US/CANADA
- BUENOS AIRES, ARG
- BANGKOK, THAILAND
- SAO PAOLO, BRAZIL
- LONDON, UK
- PARIS, FRANCE
EUROPEANS
- BUENOS AIRES, ARG
- BANGKOK, THAILAND
- LAS VEGAS, USA
- MIAMI, USA
- GREEK ISLANDS, GREECE
There is no reason why Cape Town should not feature in both the above lists. It is simply a question of pulling together as an industry and promoting the city to that market.
One of the best ways for us to do this is through the IGLTA.
The IGLTA and the 2011 Convention
The 2011 convention was a great success attended by over 600 global delegates. It was a phenomenal event offering second to none networking opportunities, high level educational sessions, an extremely busy consumer show and a media summit.
Fort Lauderdale really showcased itself as a world class gay and lesbian travel destination. The convention was a huge boom for Fort Lauderdale, supported and attended by the Broward County Mayor and Nicki Grossman, President of the Greater Fort Lauderdale CVB. Her estimate was that the gay and lesbian travel market had contributed over $1 billion to the Fort Lauderdale economy.
The Fort Lauderdale Hilton Marina provided the perfect base for seminars, networking lunches, a pool party welcome reception and of course a few strong cocktails and some all too short tanning time.
The hotel was a short ride away from the gay district of Wilton Manors, which ranks 3rd in the U.S. for its percentage of gay residents as a proportion of total population, which no doubt accounts for the well attended consumer show and provided delegates with rather too many late night options. Strong coffees were the order of the day in the morning educational sessions.
The whole convention was meticulously planned and executed and a tribute to the hard work of the staff and board of the IGLTA, from the sponsored lunches, conference guides, welcome packs, educational sessions, drinks receptions and discount cards through to the culmination of the magnificent gala dinner at the Fort Lauderdale Convention Centre. Every moment was crammed with useful and thoroughly enjoyable events. And of course it wouldn’t be a gay event without some fabulous singers, Crystal Waters and Kristine W (not to mention the butterfly boys).
The convention also offers a fabulous opportunity to travel to new destinations, experience new cultures and experience the industry from a different point of view. It’s great returning from a convention like that brimful of ideas and renewed enthusiasm. The encouraging thing was that at the convention and throughout the States, there was huge interest and enthusiasm about South Africa.
Click here to visit the post-convention page which contains, press entries, photos and the detailed presentations from the educational sessions. There is also plenty of information about social media and ideas on how to better target the gay and lesbian market.
David Ryan, as South African Ambassador, is working hard to expand the South African membership base and encouraging increased involvement with the association with the hope of bringing the convention to Cape Town in the near future.
Unlike any other travel association, the IGLTA works tirelessly to provide direct benefits to its members. One of David Ryan’s roles is to bring gay and gay friendly businesses in South Africa together in an effort to harness the potential of gay and lesbian travel to our shores. His primary role however, is to enable South African members to maximise their IGLTA benefits, whether it be advice on your presence on the IGLTA website, hosting Fam Trips for gay media or tour operators, or simply an introduction to particular market segments.
The 2012 IGLTA Convention
Florianopolis, Brazil
April 11 – 14 2012
https://www.igltaconvention.org/
PDF about the 2012 convention
What better excuse to visit Brazil?! A country currently booming and bursting at the seams with eager potential visitors to South Africa. We’d encourage as many of you as possible to attend next year’s convention which we have no doubt will be worth it. The great news is that the 2012 convention does not coincide with Indaba and as it takes place in the Southern hemisphere, we’re hoping that a number of you will be able join us. With enough support we can convince the IGLTA to put together a Spotlight on Africa session.
South Africa Receives Pioneer Honours
David Ryan and Rhino Africa received the IGLTA Pioneer Award for their contribution to sustainable tourism, community upliftment and wildlife conservation in Africa at the 2011 convention. A great honour and some great recognition for South Africa and the good work that tourism to South Africa can achieve.
Not yet a Member of the IGLTA?
You can join online by either filling in the application form and submitting it by email or simply registering online. If you have any problems whatsoever, just call the IGLTA Member Services at +1 954 630 1652.