MALTA’S tourism authority has launched a campaign in the US and Canada promoting the island as a ‘winter escape for the #LGBTtraveller’.
‘LGBT travellers have long been associated with higher-spending brackets of worldwide tourism flows,” says a #Malta Tourist Authority (MTA) spokesman said. ‘This niche has the characteristics of being well-educated, frequent travellers, higher net income earners with a propensity to travel all year round.’
The MTA began targeting gay travellers, focusing particularly on the winter months, last year in the German-speaking market before expanding to the US and Canada this year. Further initiatives are planned for Belgium, the Netherlands, Spain, the UK, and Scandinavia.
The Gay European Tourism Association estimates the value of the gay tourism market in Europe at €50 billion (£39. 4 billion) a year, while a study in Philadelphia found that for every dollar invested in marketing gay tourism returned $153 (£109) in spending on shops, hotels, restaurants, and attractions.
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