AMERICAS – Brazil is the second highest value Lesbian, Gay, Bisexual and Transgender (LGBT) tourism market globally, according to survey findings to be revealed in full at WTM Latin America by the Out Now global LGBT consultancy.
Brazil’s LGBT tourism market is reckoned to be worth US$22.9bn, according to the Out Now LGBT2020 Study, due to be discussed at WTM Latin America in São Paulo, Brazil (23-25 April).
Brazil is now one of the leading inbound destinations for LGBT tourists from around the world, with cities such as Rio de Janeiro and São Paulo ranking in the top 20 global destinations for LGBT travellers during 2013.
Out Now will release additional LGBT2020 market data for six more countries across the Latin America region during a special LGBT education workshop at WTM Latin America on April 25 in São Paulo.
An additional 10 countries of new LGBT market data will also be released free to members of the Out Now Business Class programme.
The authors of the new report claim it gives the clearest-ever picture of the scale and potential of Brazil’s LGBT tourism market.
With a per-capita annual travel spend of $2,583, Brazil’s nearly 9m LGBT people represent a large opportunity for companies and destinations willing to show their commitment to this market through appropriate staff training, effective tailored communications and the delivery of products and services that reflect the concerns of this growing tourism market.
The LGBT2020 research reveals that 79 per cent of Brazilian respondents would either definitely, or probably choose to buy from a company that actively markets their products or services to LGBT customers.
The report also revealed 84 per cent of respondents said that a company sponsoring LGBT events or community groups would also either definitely, or probably motivate them to prefer that company’s products or services.
Training of staff to better understand the needs of LGBT people, Darren Cooper, Senior Consultant with Out Now, said: “Brazil’s LGBT population has revealed that there is much that can be done by companies looking to gain their attention, and positively motivate their product selection choices and brand loyalties through a range of strategic steps.
“Communications to this market are always most effective when they are tailored to speak directly while avoiding clichés and negative stereotypes, but the research also reveals that companies need to demonstrate product credibility, and this can best be achieved in tourism through staff training.”
CEO of Out Now Global, Ian Johnson, will speak at a special education Masterclass on world’s best practices for LGBT tourism development at the São Paolo show at the Transamerica Expo Center.
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