LGBT+ tourism is becoming increasingly important to the global economy, but challenges related to safety and welcoming environments continue to directly influence travel decisions among this audience. Valued at US 311 billionin 2024, the marketis projected to reach US5 21 billion by 2031, according to data from Grand View Research compiled in the special PANROTAS LGBTravel 2026 edition.
In Brazil, a survey presented in September during the 10th International Diversity Conference, organized by the Brazilian LGBT+ Chamber of Commerce and Tourism, helps shed light on these travel behaviors. Conducted in partnership with IEMI – Inteligência de Mercado, the survey found that 58% of LGBT+ travelers consider a destination’s reputation for inclusivity when choosing where to travel. At the same time, 44% said they had experienced uncomfortable or discriminatory treatment from hotel and restaurant staff.
The figures highlight a key issue for destinations and businesses seeking to attract this market: drawing visitors is not enough. They must also ensure that travelers feel safe and welcome throughout their entire experience. This approach has guided the work of professionals such as Colombian-born Dan Rios, Director of LGBT+ Tourism Marketing at the Greater Miami Convention & Visitors Bureau (Visit Miami).
Leading strategies aimed at this segment, Dan works to strengthen the image of Miami and Miami Beach as destinations that embrace diversity, bringing tourism promotion closer to the local community and highlighting experiences that respect different traveler profiles. In his view, making visitors feel welcome should be part of a destination’s identity.
“Travel should mean feeling free to be who you are. Knowing that visitors from this segment feel welcomed and embraced when they choose Miami is what makes this work so rewarding,” he says.
Cores do Turismo Award Recognizes Inclusion Initiatives in the Tourism Industry
The career of the internationally recognized executive highlights the role tourism professionals play in creating more inclusive destinations. In November, Dan will receive the Cores do Turismo Award during the 38th edition of Festuris – Gramado International Tourism Fair, taking place from November 12 to 15 in the Serra Gaúcha region of southern Brazil. The award recognizes professionals who develop initiatives promoting diversity, respect, and inclusion across the tourism industry.
For Marta Rossi, CEO of Festuris, the recognition reflects a transformation that needs to take place throughout the tourism value chain. “His career inspires destinations and the entire tourism industry to move forward with greater respect and authenticity. It is an honor to recognize professionals who make a difference on a global scale and contribute to a more humane and welcoming industry,” she says.
Dan also emphasizes the importance of involving local residents in building relationships with visitors. “There are no better ambassadors than the people who live, work, and enjoy Miami. The community is the foundation of our message and an invitation for others to come, participate, and experience Miami,” he notes.
The executive seeks to promote authentic representation within the industry, strengthening ties with the LGBT+ community and developing travel experiences that celebrate individuality and diversity. Looking ahead to the next steps in this work, he reiterates his hope that visitors will genuinely experience the destination’s hospitality. “I hope every visitor from this segment experiences Miami the way we do: vibrant, welcoming, and always worth another visit,” he concludes.
