Destinations Magazine - July/August 2013 - 20


Fast
Lane metro market

New strategies for CVBs and DMOs

reaching out
Is your destination gay-friendly? If so,
trumpeting that welcoming attitude could pay off

T

he U.S. lesbian and gay
travel market comprises
$70 billion annually, according to Community
Marketing Inc., a market
research firm specializing in the lesbian, gay, bisexual, and
transgender (LGBT) segment, and gay
travelers on average spend significantly
more than their heterosexual counterparts, making gay travelers especially
lucrative to lure.
“It’s a good segment to go after for
a variety of reasons,” says Ed Salvato,
editor of ManAboutWorld, a gay travel
magazine. “In addition to the brass ring
of dual-income-no-kids, gay travelers
travel more frequently, spend more
20

destinations

/ jULY-AUGUST 2013

money per trip and often can travel at
times when others can’t because of the
school year.”
Tourism Montreal began reaching out
to gay and lesbian travelers 20 years ago,
collaborating with Community Marketing to identify ways to attract them to
Montreal. Soon after, the bureau hired
a staff member dedicated to the LGBT
market. Today Tourism Montreal
spends $500,000 annually on marketing to lesbian and gay travelers. It has
a dedicated gay microsite and blogger
and hosts press trips for gay and lesbian
writers. Beginning in the late 1990s, the
city’s tourist guide included the Gay Village, a 15-block stretch along the city’s
main street that closes to automobile

traffic in the summer, as part of the
overall city map.
“It’s important to us that all of our
travelers know that we’re a welcoming city to everyone,” says Tanya
Churchmuch, assistant director for
the LGBT media and leisure market at
Tourism Montreal and past chair of the
International Gay and Lesbian Travel
Association. “Some destinations will
market to the LGBT community but
won’t let it be part of the mainstream
conversation. But we do and always
have. People recognize authenticity.”
Montreal’s approach is comprehensive, Churchmuch says. The bureau
works with tour operators selling travel
to Canada and tries to attract gay-andlesbian meetings and conventions.
Twice a year it convenes its partners to
present its major marketing campaigns
for feedback and buy in.
“You can’t just do one thing and
expect it’s going to be enough,”
Churchmuch says. “We approach this



Table of Contents for the Digital Edition of Destinations Magazine - July/August 2013

Destinations Magazine - July/August 2013
Contents
At the Fifty
The Thrill Is On
Leder(hosen) of the Pack
The Masters of Disaster
Sea for Yourself
Reaching Out
All About Safety
In Their Honor
A New Sheriff in Town
The Beach is Back
Multi-Use Makeover
All in the Family
Illinois
Indiana
Michigan
Ohio
Minnesota
Wisconsin
Florida
Georgia
North Carolina
South Carolina
Museum
Shopping
Destinations Magazine - July/August 2013 - BB1
Destinations Magazine - July/August 2013 - BB2
Destinations Magazine - July/August 2013 - Destinations Magazine - July/August 2013
Destinations Magazine - July/August 2013 - Cover2
Destinations Magazine - July/August 2013 - 1
Destinations Magazine - July/August 2013 - 2
Destinations Magazine - July/August 2013 - Contents
Destinations Magazine - July/August 2013 - 4
Destinations Magazine - July/August 2013 - 5
Destinations Magazine - July/August 2013 - 6
Destinations Magazine - July/August 2013 - 7
Destinations Magazine - July/August 2013 - 8
Destinations Magazine - July/August 2013 - At the Fifty
Destinations Magazine - July/August 2013 - 10
Destinations Magazine - July/August 2013 - 11
Destinations Magazine - July/August 2013 - The Thrill Is On
Destinations Magazine - July/August 2013 - 13
Destinations Magazine - July/August 2013 - Leder(hosen) of the Pack
Destinations Magazine - July/August 2013 - 15
Destinations Magazine - July/August 2013 - The Masters of Disaster
Destinations Magazine - July/August 2013 - 17
Destinations Magazine - July/August 2013 - Sea for Yourself
Destinations Magazine - July/August 2013 - 19
Destinations Magazine - July/August 2013 - Reaching Out
Destinations Magazine - July/August 2013 - 21
Destinations Magazine - July/August 2013 - All About Safety
Destinations Magazine - July/August 2013 - In Their Honor
Destinations Magazine - July/August 2013 - A New Sheriff in Town
Destinations Magazine - July/August 2013 - 25
Destinations Magazine - July/August 2013 - The Beach is Back
Destinations Magazine - July/August 2013 - 27
Destinations Magazine - July/August 2013 - 28
Destinations Magazine - July/August 2013 - 29
Destinations Magazine - July/August 2013 - 30
Destinations Magazine - July/August 2013 - Multi-Use Makeover
Destinations Magazine - July/August 2013 - 32
Destinations Magazine - July/August 2013 - 33
Destinations Magazine - July/August 2013 - All in the Family
Destinations Magazine - July/August 2013 - 35
Destinations Magazine - July/August 2013 - 36
Destinations Magazine - July/August 2013 - 37
Destinations Magazine - July/August 2013 - 38
Destinations Magazine - July/August 2013 - 39
Destinations Magazine - July/August 2013 - 40
Destinations Magazine - July/August 2013 - 41
Destinations Magazine - July/August 2013 - Illinois
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Destinations Magazine - July/August 2013 - Indiana
Destinations Magazine - July/August 2013 - 45
Destinations Magazine - July/August 2013 - Michigan
Destinations Magazine - July/August 2013 - 47
Destinations Magazine - July/August 2013 - Ohio
Destinations Magazine - July/August 2013 - 49
Destinations Magazine - July/August 2013 - Minnesota
Destinations Magazine - July/August 2013 - 51
Destinations Magazine - July/August 2013 - Wisconsin
Destinations Magazine - July/August 2013 - 53
Destinations Magazine - July/August 2013 - Florida
Destinations Magazine - July/August 2013 - 55
Destinations Magazine - July/August 2013 - Georgia
Destinations Magazine - July/August 2013 - 57
Destinations Magazine - July/August 2013 - North Carolina
Destinations Magazine - July/August 2013 - 59
Destinations Magazine - July/August 2013 - South Carolina
Destinations Magazine - July/August 2013 - 61
Destinations Magazine - July/August 2013 - 62
Destinations Magazine - July/August 2013 - 63
Destinations Magazine - July/August 2013 - 64
Destinations Magazine - July/August 2013 - 65
Destinations Magazine - July/August 2013 - 66
Destinations Magazine - July/August 2013 - 67
Destinations Magazine - July/August 2013 - 68
Destinations Magazine - July/August 2013 - 69
Destinations Magazine - July/August 2013 - Museum
Destinations Magazine - July/August 2013 - 71
Destinations Magazine - July/August 2013 - Museum
Destinations Magazine - July/August 2013 - 73
Destinations Magazine - July/August 2013 - 74
Destinations Magazine - July/August 2013 - Shopping
Destinations Magazine - July/August 2013 - 76
Destinations Magazine - July/August 2013 - 77
Destinations Magazine - July/August 2013 - 78
Destinations Magazine - July/August 2013 - 79
Destinations Magazine - July/August 2013 - 80
Destinations Magazine - July/August 2013 - Cover3
Destinations Magazine - July/August 2013 - Cover4
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