A new study has uncovered significant economic opportunity from Canadian LGBTQ2 travellers as they set their sights domestically following the COVID-19 pandemic.
The study was conducted in March by Crestview Strategy for Canada’s LGBT+ Chamber of Commerce (CGLCC), which is dedicated to the growth of LGBTQ2 businesses, and Tourism HR Canada, a national organization dedicated to building a world-leading tourism workforce.
Data collected from 1,455 respondents shows that 90% of Canadian LGBTQ2 travellers will look to destinations in the country amidst international travel uncertainty, representing a $12 billion market opportunity.
“COVID-19 is an opportunity for the Canadian hospitality sector to think differently and find new ways to attract domestic travellers, especially those who spend more than average and typically go abroad,” said Darrell Schuurman, Co-Founder and CEO of the CGLCC. “This survey makes clear that Canadian LGBTQ2 travellers are part of the recovery, but atop of meeting their discerning food, arts and culture and shopping preferences — Canadian destinations must have a LGBT+-friendly reputation and good deals.”
LGBTQ2 travellers spend an average of about $1800 per trip, substantially higher than the Canadian average of $265 per Statistics Canada’s 2018 National Travel Survey.
Over 90% of the respondents indicated that they plan to take at least one leisure trip within Canada in 2020.
Ontario is the most popular destination choice for 60% of the respondents, followed by Quebec at 50% and British Columbia at 46%.
The 2020 LGBTQ2 Travel Study survey was supported through the Canadian Experiences Fund, delivered by the Federal Economic Development Agency for Southern Ontario (FedDev Ontario).
“The tourism industry in Canada has been hit hard by COVID-19,” says Mélanie Joly, Minister of Economic Development and Official Languages. “Many Canadians, including LGBTQ2 travellers, will seek to stay closer to home and avoid international travel in 2020. The survey developed by Tourism HR Canada and Canada’s LGBT+ Chamber of Commerce shows that there is an economic opportunity for the hospitality industry to re-focus marketing efforts and attract more domestic visitors, as part of recovery efforts. We know road ahead will not be easy. We are here for you and we will continue to support our tourism industry, as it adapts and embarks moving forward.”
Those interested in learning more can register now for the 2020 Digital LGBT+ Business Summit, a free five-day live digital experience that brings together diverse business owners, corporate leaders, professionals, young entrepreneurs, government and academia.
“Creating the right conditions for LGBT+ Canadians is not just the right thing to do – it can be part of the solution during these unprecedented times,” said Philip Mondor, President and CEO of Tourism HR Canada. “Anyone who wants to learn more should attend our expert panel discussion and hear from leaders who understand the community firsthand.”