Tourism boards around the world are embracing inclusivity through innovative campaigns aimed at LGBTQ+ travellers, highlighting diverse experiences and promoting welcoming destinations.
Successful LGBTQ+ Travel Campaigns Champion Inclusivity and Diversity
In recent years, numerous tourism boards have launched public relations campaigns centred on celebrating and promoting travel experiences specifically tailored for LGBTQ+ individuals. These campaigns not only highlight inclusivity and diversity but also underscore unique cultural experiences that resonate with LGBTQ+ travellers. Below are some notable examples of successful campaigns, each bringing its flair and approach to the table.
Visit Sweden – “The Swedish Number”
Sweden took an innovative approach with “The Swedish Number,” a campaign crafted in-house by Visit Sweden. The campaign provided a phone number that anyone from around the world could call to converse with a Swedish local about all things Sweden. Emphasising inclusiveness, it spotlighted Sweden’s dedication to LGBTQ+ rights and culture. Influencers and media personalities amplified this initiative by sharing their own experiences of calling the number, gaining extensive international media coverage and further cementing Sweden’s progressive image.
Tourism Australia – “There’s Nothing Like Australia”
Though not exclusively aimed at the LGBTQ+ community, Australia’s campaign featured diverse representations, including same-sex couples, showcasing the nation’s inclusive culture and myriad attractions. Spearheaded by Cummins&Partners, it involved LGBTQ+ influencers who shared their Australian adventures through social media platforms and blogs. This initiative significantly bolstered awareness and positive perceptions of Australia as a welcoming destination.
Destination Orlando – “Orlando for Everyone”
Visit Orlando’s “Orlando for Everyone” campaign focused on emphasising the city’s inclusive nature and a broad range of LGBTQ+-friendly experiences, from thrilling theme parks to vibrant nightlife. LGBTQ+ influencers and travel bloggers were invited to share their Orlando escapades, resulting in heightened engagement and a surge in travel bookings.
Greater Miami Convention & Visitors Bureau – “Miami Proud”
“Miami Proud,” an in-house venture by the Greater Miami Convention & Visitors Bureau, celebrated Miami’s LGBTQ+ community and its influence on the city’s cultural essence. By promoting LGBTQ+-friendly events and venues, it featured local personalities and LGBTQ+ influencers who shared their Miami experiences. The campaign received substantial media attention and favourable responses, bolstering Miami’s status as a top gay travel destination.
VisitBritain – “Britain’s LGBT+ Experiences”
VisitBritain’s “Britain’s LGBT+ Experiences” campaign centred on promoting LGBTQ+ friendly events and experiences across Britain. Through collaboration with influencers and media figures from the LGBTQ+ community, the campaign showcased various destinations and events, successfully attracting LGBTQ+ travellers and increasing interest in Britain.
Los Angeles Tourism & Convention Board – “Discover LA”
“Discover LA,” an initiative from the Los Angeles Tourism & Convention Board, highlighted the city’s vibrant LGBTQ+ community and diverse experiences, including Pride events and LGBTQ+-friendly spots. LGBTQ+ influencers and travel bloggers played a significant role in sharing their LA journeys, achieving high engagement and boosting tourism among LGBTQ+ travellers.
Cape Town Tourism – “Cape Town Pride”
Cape Town Tourism unveiled “Cape Town Pride,” focusing on the city’s inclusivity and celebrating its Pride events. LGBTQ+ influencers were brought to Cape Town to witness Pride first-hand and share their experiences on social media. The campaign successfully gained attention, enhancing the city’s reputation as an LGBTQ+-friendly destination and increasing tourism.
New York City Tourism – “NYC Pride”
NYC & Company’s “NYC Pride” campaign showcased the city’s dynamic Pride celebrations and LGBTQ+-friendly neighbourhoods. By collaborating with LGBTQ+ influencers and content creators who shared their personal experiences of NYC’s Pride events, the campaign elevated New York City’s image as a top destination for LGBTQ+ travellers, resulting in increased engagement and tourism.
Sydney Tourism – “Sydney Mardi Gras”
Sydney’s “Sydney Mardi Gras” campaign, coordinated by Destination NSW, spotlighted the city’s renowned Mardi Gras festival. By inviting influencers and media to cover the Mardi Gras festivities, the campaign achieved extensive media coverage and engagement, reinforcing Sydney’s standing as a premier LGBTQ+ destination.
Barcelona Tourism – “Barcelona Rainbow”
Barcelona’s in-house “Barcelona Rainbow” campaign underlined the city’s LGBTQ+-friendly environment and events, including Pride. Through the engagement of LGBTQ+ influencers and travel bloggers, the campaign showcased their experiences in Barcelona, effectively increasing awareness and attracting LGBTQ+ tourists to the city.
Through strategic use of PR and influencer marketing, these campaigns have not only promoted diverse travel experiences but have also successfully engaged the LGBTQ+ community, creating inclusive and welcoming travel destinations worldwide.
Source: Noah Wire Services