The Power of LGBTQ+ Travel: Insights from Justin Barnette

If only everyday could start off with a presentation by Justin Barnette.

At Travel Market Place Vancouver, South African Tourism’s head of marketing for North America managed to pack an incredible amount of useful data in a presentation for advisors titled “Here’s What You Need to Know About Selling LGBTQ+ Travel.” It was as entertaining and inspiring as it was informative.

“I really believe that travel is powerful, travel is informative. For me, it is a love language.”

Barnette opened his talk with a brief history of LGTBQ+ travel beginnings before diving into some statistics. He noted that a lot of queer people in the US grew up in small towns, or rural areas, or sometimes even in families where attitudes toward acceptance were still evolving.

“For many of us, travel became that bridge; we started visiting bigger cities, neighboring cities, where we could feel free to be ourselves, find others like us, and celebrate everything that makes us fabulous.”

“Those early experiences opened the door to traveling further and expanding our worldview and through the years we weren’t afraid to spend more money and more time doing so.  We began to find that freedom that George Michael was talking about.”

As Canadians, we tend to take a lot of our cultural freedoms for granted.  We are free to walk in public holding hands with whomever we wish; we are free to be with and marry who we love, and we celebrate those freedoms publicly, sometimes with great fanfare.   Canada consistently ranks #1 or very close to it, in terms of safety and LGTBQ+ rights according to many global statistics.  By comparison, the USA currently hovers around 35th place.  64 countries still criminalize homosexuality, with many of them located in the Middle East and Africa.  Barnette noted that South Africa is an exception as the first country in the world to include a sexual orientation protection clause in its constitution and the fifth country in the world to legalize same-sex marriage.  It was recently announced that South Africa will host World Pride 2028 in Cape Town, a first for the African continent.

Barnette pointed out that LGBTQ+ travelers spend over $218 billion (USD) annually on travel and by 2030 the prediction is that number will grow to $568 billion. LGBTQ+ travellers tend to stay longer, travel more frequently, and spend 23% more than their straight counterparts. 85% of travellers are ready with their passport, ready to explore overseas, cross borders and learn about culture with a priority on international exploration.

“LGBTQ+ travelers are opting for premium travel experiences. We like the finer things in life,” he says. “Now, granted, that’s not to mean we only want to stay at the fanciest place in town or only have the most exclusive, bespoke experience, but we are open to it. When the time is right and we are ready, we will put that money down.”

Barnette says if the LGTBQ+ market’s buying power was its own country, it would be the fourth largest economy in the world.  This presents a great opportunity for travel advisors looking to expand their business.

The LGTBQ+ market is also incredibly supportive of other marginalized groups, with 66% preferring destinations and brands that are welcoming not only to their community but also to people of colour.

“We are advocates for our brothers and sisters who have also been marginalized.  We understand that we are all stronger together as a collective unit. 66% of us feel that way, versus only 39% of the general mass market.”

LGTBQ+ travellers are also more likely to be considered trendsetters and tastemakers, and use social media as a way to share their travels and inspire others to follow. Authenticity is a big factor in deciding on a destination; they connect with locals in communities to get the inside tips on where to go, which restaurant is the hottest. They want to check out the exciting exhibit that’s only on at a museum while they’re there. 

However, at the bottom of it all, the number one component that will seal the deal for LGTBQ+ travellers and the advisors who book their trips, is feeling free.

“We want to work with travel advisors and tour operators who understand us, who are not afraid to speak our language, and who can advocate for the experiences recommended for queer friendliness, to make sure that when we are traveling, we are safe.

We want to feel safe, we want to feel welcome, and we want to be able to be free, to be ourselves while exploring the world. That’s not too much to ask, right?”