The Malta Tourism Authority is working with ITB
Berlin to host the inaugural LGBT+ Tourism Summit from 22 to 23
The LGBT+ Tourism Summit will be used to discuss
the opportunities and challenges offered by this
market segment. Experts will present the latest
survey findings and information on current LGBT online marketing
trends, illustrate how prospects for business in LGBT+ tourism are
developing, and highlight examples of best practices. Discussion
rounds will also examine which factors play an important role in
the LGBT tourism market.
Ahead of the LGBT+ Tourism Summit
Rika Jean-François (pictured), CSR officer at ITB Berlin, explained how the
market has shifted: “With the LGBT+ community becoming more
visible and gaining broader public acceptance, interest in the
LGBT+ travel market has increased. LGBT travel has become one of
the industry’s fastest-growing markets worldwide and with an
estimated 23 million LGBT customers Europe is an extremely
important source market.”
On 22 November the Maltese
tourism minister Dr. Konrad Mizzi will kick off the LGBT+ Tourism
Summit with a press conference, followed by a reception at the
Palace Hotel. Prime Minister of Malta Dr. Joseph Muscat will
officially open the conference on 23 November. Opening the agenda,
Carlo Micallef, deputy CEO and marketing head of the Malta Tourism
Authority, will introduce the Mediterranean island as an ideal
destination for LGBT tourists. Afterwards, Dr. Stephan Gellrich,
an executive coach and senior expert at Accenture Consulting, will
highlight the economic importance of this market.
Jordan of GenCTraveller, Amsterdam, will provide a comprehensive
overview of the LGBT tourism market with data from the latest LGBT
surveys. In his role as a tourism analyst he has authored the
global report on LGBT tourism for the World Tourism Organization
of the United Nations (UNWTO) together with the IGLTA, as well as
the current manual on LGBT travel in Europe for the European
Travel Commission (ETC).
Tom Roth, president of Community
Marketing & Insights, San Francisco, and an LGBT research partner
of ITB Berlin, will present tourism research findings, case
studies and best practices.
Jaume Vidal of Visit Barcelona will
highlight how marketing LGBT destinations can function
Afterwards, representing IGLTA USA, LoAnn Halden
will speak about the work of the LGBT travel association.
A panel discussion chaired by Tom Roth will follow, at which Peter
Jordan, Jaume Vidal, LoAnn Halden and Rika Jean-François will
answer questions from the audience about which factors are
important for destinations like Malta in order to successfully
conquer the LGBT tourism market.
The second part of the
conference will deal mainly with marketing aspects. Among the
speakers will be Rika Jean-François and Thomas Bömkes, the two
representatives responsible for the LGBT Travel segment at ITB
Berlin, who will talk about the importance of the segment’s
presence at the travel trade show.
of Pink Banana Media, New York, will have information and valuable
tips for marketing LGBT travel online in 2019. Two other examples
of best practices will highlight successful hotel and event
marketing business models.
Philip Ibrahim of Accor Germany, will
talk about the Pink Pillow marketing initiative of Visit Berlin,
and Frédérick Boutry of Visit Brussels will underline how
important culture, sport and party events are for the LGBT
Taking Malta as an example, the conference will conclude
with Philip Ibrahim, Frédérick Boutry and Rika Jean-François
discussing which criteria play an important role for LGBT+
customers’ travel choices.
Pictures of Miss International Queen 2013
at Tiffany Show Pattaya (6 Pages).