LGBT Travel Market: Annual Spend Now Exceeds USD$218 billion

LGBT Travel Market: Annual Spend Now Exceeds USD$218 billion

London — November 6th, 2018 (OUTNOW/WTM) — The annual value of total spending on travel and tourism by lesbians, gay men, bisexuals and transgender (LGBT) people is being revealed today by LGBT consulting specialists Out Now at WTM London.

The data is being presented by Ian Johnson, Chief Executive Officer of Out Now [ ] today at the LGBT Masterclass at the global travel industry event WTM London.

The data is sourced from Out Now’s global LGBT2030 research program, which reaches a research panel comprising over 130,000 participants from 26 countries.

The new research presented today at WTM London by Out Now received 8,752 replies.

The data shows the annual spend as at 2018 by LGBT residents of key countries. This includes spending on domestic and international travel and includes analysis of travel, accommodation, holiday dining, sightseeing and other tourism expenditure.


USA 63.1 1.9
Brazil 26.8 0.8
Japan 20.7 0.9
Germany 13.8 2.0
UK 11.7 1.6
France 11.4 1.0
Mexico 11.4 3.3
Italy 9.0 0.1
Canada 7.1 1.7
Spain 7.0 1.4
Australia 6.9 2.8
Turkey 6.6 3.0
Colombia 5.1 2.4
Poland 4.7 3.3
India 4.7 7.2
Argentina 4.3 1.6
Netherlands 3.0 1.4
Israel 1.4 3.0
TOTAL USD$218.7 2.2%


Johnson said the findings demonstrate the resilience of this diverse global market.

“Out Now has worked for 27 years to better understand and meet the needs of LGBT people globally,” Johnson said. “A fundamental aspect of Out Now’s work is research so we are very pleased to continue our 15 year partnership with World Travel Market by releasing these findings today at WTM in London. This new global LGBT2030 research data reveals a market that is robust, diverse and growing. It is also important though that travel industry suppliers understand they need to focus past the strong value of the market, to make sure their products and services are well-tailored to meet the specific needs of this market. That includes training and education for customer-facing staff as a minimum – to make sure the potential of the large LGBT travel spend can be fully realised by individual destinations and hotels.”

Out Now also released details of their new global education resource Learn.LGBT [https://www.Learn.LGBT ] during the LGBT Masterclass at WTM London.

The findings cover key markets based on a range of factors including size, potential and reach.

“India is a market with strong and growing potential,” Johnson said. “The recent removal of anti-gay laws sees this market demonstrating the strongest annual growth rate in 2018 of more than 7% over the past twelve months.”

Simon Press, Senior Director, World Travel Market said: “We’ve worked with Out Now for a number of years, and we would like to think that the educational sessions have contributed to the industry having a better understanding of the needs of the LGBT community. Society has become more accepting generally of LGBT people but there are still pockets of discrimination and prejudice, and the travel industry need to be part of the drive to change entrenched views. It’s not an issue of LGBT rights, it’s about human rights.”

The LGBT2030 results are presented by Out Now during the LGBT Masterclass at WTM London at the LGBT Masterclass being held at WTM London on Tuesday November 6th at 12:15pm in Platinum Suite 3.

A special analysis of LGBT2030 results and latest market trends from the USA will be presented by Out Now at the Americas Inspiration Zone – LA360 on Wednesday November 7th at 12:30pm.



About Out Now

Established in Australia in 1992, Out Now has operated globally since 2001 in key markets including USA, UK, EU, Australia and Latin America. Out Now’s CEO, Ian Johnson speaks extensively about LGBT marketing, consumer and employment issues in countries around the world over many years. Out Now is well-known as the leading LGBT consulting firm in the world with clients located across the globe. The firm is award-winning, including travel campaign finalists in European Diversity Awards and winners of the ‘Outstanding Interactive Campaign’ category at New York’s Commercial Closet Awards. US magazine AdWeek has described one of Out Now’s tourism campaigns as “the year’s most talked about tourism ads”. Ian Johnson is recognised as one of the ‘Top 10 Diversity Consultants” in the Global Diversity List, Supported by The Economist.

Information from Out Now:



About World Travel Market

World Travel Market (WTM) portfolio comprises six leading B2B events across four continents, generating more than $7bn of industry deals. The events are:


WTM London, the leading global event for the travel industry, is the must-attend three-day exhibition for the worldwide travel and tourism industry. About 50,000 senior travel industry professionals, government ministers and international media visit ExCeL London every November, generating about £3.1 billion of travel industry contracts. Next event: 5-7 November 2018 – London.


Travel Forward is a new travel technology event co-located with WTM London 2018 and part of the WTM portfolio of events. The inaugural Travel Forward conference, exhibition and buyer programme will take place on 5 – 7 November 2018 at ExCeL London, showcasing next-generation technology for travel and hospitality


WTM Latin America attracts about 9,000 senior executives and generates about US$374 million of new business. Taking place in Sao Paulo, Brazil, this show attracts a global audience to meet and shape the direction of the travel industry. More than 8,000 unique visitors attend the event to network, negotiate and discover the latest industry news. Next event: 2-4 April 2019 – Sao Paulo.


WTM Africa launched in 2014 in Cape Town, South Africa. Nearly 5,000 travel industry professionals attend Africa’s leading inbound and outbound travel and tourism market. WTM Africa delivers a proven mix of hosted buyers, media, pre-scheduled appointments, on-site networking, evening functions and invited travel trade visitors.

Next event: 10-12 April 2019 – Cape Town.


Arabian Travel Market is the leading, international travel and tourism event in the Middle East for inbound and outbound tourism professionals. ATM 2018 attracted almost 40,000 industry professionals, with representation from 141 countries over the four days. The 25th edition of ATM showcased over 2,500 exhibiting companies across 12 halls at Dubai World Trade Centre.  Arabian Travel Market 2019 will take place in Dubai from Sunday, 28th April to Wednesday, 1st May 2019. To find out more, please visit:


International Golf Travel Market (IGTM) is the meeting place for the global B2B golf travel community. Taking place annually since 1998, IGTM brings together more than 500 golf tourism suppliers and 400 pre-qualified buyers for four days of unmissable pre-scheduled appointments and exclusive networking opportunities. Showcasing a different golf destination every year, IGTM brings together 1,400 golf tourism professionals from more than 65 countries. Next event: 15-18 October 2018 – Slovenia.


About Reed Exhibitions

Reed Exhibitions is the world’s leading events business, enhancing the power of face-to-face through data and digital tools at more than 500 events a year, in more than 43 countries, attracting more than seven million participants. Reed’s events are held in the Americas, Europe, Asia Pacific and Africa and organised by 41 fully staffed offices. Reed Exhibitions serves 43 industry sectors with trade and consumer events. It is part of the RELX Group plc, a world-leading provider of information solutions for professional customers across industries.


About Reed Travel Exhibitions

Reed Travel Exhibitions is the world’s leading travel and tourism events organiser with a growing portfolio of more than 22 international travel and tourism trade events in Europe, the Americas, Asia, the Middle East and Africa. Our events are market leaders in their sectors, whether they are global and regional leisure travel trade events, or specialist events for meetings, incentives, conference, events (MICE) industry, business travel, luxury travel, travel technology as well as golf, spa and ski travel. We have more than 35 years’ experience in organising world-leading travel exhibitions.


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World Travel Market brings the travel industry together through world leading events, content and digital tools, that make it easier for you to find personal and business opportunities and do more effective business.

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