Destinations International and IGLTA Launch LGBTQ+ Tourism Toolkit Focused on Traveler Values, Belonging and Community Impact
New global resource helps destination organizations strengthen inclusive tourism strategies through research-driven insights and actionable guidance
Destinations International (DI) and the International LGBTQ+ Travel Association (IGLTA) today announced the launch of Why Values Matter: A Destination Guide to LGBTQ+ Travelersa comprehensive new toolkit designed to help destinations create more welcoming, inclusive and meaningful experiences for LGBTQ+ travelers and communities worldwide.
Developed with support from the Destinations International Foundation and in collaboration with the IGLTA Foundation, the resource draws on research from Valuegraphics, a global leader in values-based audience research, to provide destination organizations with actionable strategies for engaging LGBTQ+ travelers through authentic community alignment and inclusive experience design.
The toolkit identifies three core “Power Values” that uniquely motivate LGBTQ+ travelers — Harmony, Health & Well-Being and Balance — and translates those insights into practical recommendations across the traveler journey, from inspiration and trip planning to the in-destination experience.
“As destination organizations continue evolving their role as community leaders and stewards of place, creating environments where all travelers feel genuinely welcomed and represented is essential,” said Don Welsh, president & CEO of Destinations International. “This toolkit provides destination professionals with meaningful, research-backed guidance to help foster belonging strengthen, trust and build long-term community and economic value through inclusive tourism strategies.”
“LGBTQ+ travelers naturally seek out places where they can truly be themselves,” said Meg Ten Eyck (she/her), IGLTA Board Chair & CEO of EveryQueer. “This collaboration gives destinations the tools to better understand our values and create more meaningful experiences that support our safety, celebrate our visibility and benefit local communities.”
According to the research featured in the toolkit, LGBTQ+ travelers are strongly motivated by destinations where they can “be themselves,” prioritize personal well-being and experience a sense of stability, acceptance and belonging. The study, based on responses from more than 1,800 LGBTQ+ travelers across key international inbound markets considering travel to the United States, found that destinations aligning with these values see measurable increases in loyalty, trust, engagement and visitor spending.
The toolkit also demonstrates how inclusive destination strategies can support broader social impact objectives, including community engagement, economic opportunity, workforce inclusion and responsible tourism stewardship. Through case studies and implementation guidance, destinations are encouraged to collaborate closely with local LGBTQ+ organizations, tourism partners and community stakeholders to create experiences that are welcoming, authentic and sustainable.
Featured examples include Discover Puerto Rico’s long-term LGBTQ+ tourism strategy and community-based cultural programming in Jaipur, India, both highlighting how inclusive tourism initiatives can strengthen destination reputation, community connection and visitor engagement.
IGTA – International Group of Treasury Associations
The resource also outlines a five-step framework for destinations to integrate LGBTQ+ inclusion into long-term strategic planning, measurement and storytelling efforts. Recommendations include strengthening representation across destination marketing, investing in welcoming training and policies, supporting LGBTQ+-owned businesses and embedding community voices into tourism development processes.
The full toolkit, Why Values Matter: A Destination Guide to LGBTQ+ Travelersis now available on-line.
The International LGBTQ+ Travel Association is the global leader in advancing LGBTQ+ travel and a proud Affiliate Member of UN Tourism. IGLTA’s mission is to enable authentic travel that enriches lives and connects the LGBTQ+ community and tourism industry. IGLTA’s global network includes 14,500+ LGBTQ+ welcoming accommodations, destinations, service providers, travel agents, tour operators, events, and travel media in 80 countries. The philanthropic IGLTA Foundation empowers LGBTQ+ welcoming travel businesses globally through leadership, research, and education. For more information: iglta.org
