OTTAWA — Canada’s LGBT+ Chamber of Commerce (CGLCC) and Tourism HR Canada have released results of a new national survey uncovering the economic opportunity of Canadian LGBTQ2 travellers as they set their sights domestically during the COVID-19 pandemic.
Data collected from 1,455 respondents in March 2020 shows that more than 90 per cent of Canadian LGBTQ2 travellers will look to destinations in the country in 2020 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,” says 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.”
Other studies have indicated more eagerness by the LGBTQ2 community to return to travelling, underscoring the importance of creating conditions to harness their economic impact.
The survey also uncovered Ontario as the most popular destination choice for 60 per cent of the respondents, followed by Quebec at 50 per cent and British Columbia at 46 per cent.
“The tourism industry in Canada has been hit hard by COVID-19,” says the Honourable 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.”