World’s Largest Global LGBT Research Study Uncovers Large Untapped Gay Markets In Latin America
The Latin American region represents a very large - and untapped – lesbian, gay, bisexual, and transgender (LGBT) marketing opportunity for the travel and tourism industry, reveals research released today.
Findings from the 2010 Out Now Global LGBT Study, which will be released in full at World Travel Market (WTM) on November 10, reveals Latin America is home to more than 25 million LGBT people. This group of people represent a valuable multi-billion value market opportunity for a broad range of companies, including tourism brands, destinations, and a diverse range of industries.
Undertaken by Out Now Global - the leading LGBT marketing strategy and research agency - the new research surveys LGBT people living across the Latin American region on a wide range of topics, including spending habits, education, parenting, relationships, age, income, travel, lifestyle, workplace discrimination, and harassment issues.
The study has uncovered vast untapped market opportunities relevant to a large number of companies. In tourism, the research reveals significant tourism spends made by millions of LGBT consumers living in countries in the region.
The Out Now study shows that in 2010, LGBT consumers living in Argentina spent a total of US$4 billion on leisure travel expenditures. In Mexico, 5 million LGBT customers spent US$8 billion on tourism spending, while in Brazil local LGBT consumers spend more than US$20 billion on leisure travel annually.
Founder and CEO of Out Now Global, Ian Johnson, said the new study reveals a wealth of data about Latin America, as well as 16 other major markets across the world.
“Out Now is really pleased to be bringing the first global LGBT research project to so many countries around the world,” said Johnson. “We are especially pleased to be revealing the results of the first large-scale study of the Latin American region - one of the world’s growth hotspots and until now a region where LGBT customers were largely ignored by the tourism industry and other companies. This new Out Now research is set to change all that.”
The study’s wealth of new research data is being released at next month’s World Travel Market, the premier global event for the travel industry.
WTM chairman Fiona Jeffery said: “This new Out Now Global research is a truly groundbreaking study. Never before has there been a study of such reach and depth of gay and lesbian consumers, and we are delighted Out Now has chosen to premiere such a significant new body of research study at WTM.”
In 2011, Brazil will become the focus of increasing LGBT marketing activities. Out Now is commencing work with leading brands to bring its industry-leading LGBT marketing expertise to the country. The International Gay and Lesbian Travel Association (IGLTA) will convene its Annual Convention in Florianopolis, Brazil in mid-2011.
