RTO3 Hamilton Halton Brant is pleased to share new insights from the Destination Ontario 2SLGBTQI+ Traveller Research Study, developed in collaboration with 20 tourism organizations and industry partners across Ontario, including RTO3 Hamilton Halton Brant.
The study explores the travel motivations, behaviours, perceptions, and preferences of 2SLGBTQI+ travellers across key Canadian, U.S., and international markets, providing valuable insights for tourism businesses, destinations, and event organizers looking to strengthen inclusive visitor experiences and better understand this important travel audience.
Key findings from the research include:
- Safety, inclusion, and welcoming communities are among the most important factors influencing destination choice for 2SLGBTQI+ travellers.
- Many travellers indicate they are willing to choose a destination perceived as safer and more inclusive, even when it comes at a higher cost.
- Pride events are a significant travel motivator and often serve as the starting point for broader exploration of destinations and regions.
- Outdoor recreation, natural scenery, cultural experiences, nightlife, and opportunities for community connection are among the leading travel drivers.
- Visible signals of inclusion, including staff training, inclusive policies, Pride representation, and accreditation programs such as Rainbow Registered, help reinforce a destination’s appeal and sense of welcome.
- Ontario is widely perceived as a safe, diverse, and welcoming destination where visitors can be themselves.
The findings provide valuable guidance for tourism operators seeking to strengthen visitor experiences, enhance marketing efforts, and create environments where all visitors feel welcomed and respected.
As a Rainbow Registered organization, RTO3 Hamilton Halton Brant remains committed to supporting a more inclusive tourism sector across the region. Tourism businesses interested in learning more about Rainbow Registered accreditation can visit queerchamber.ca or contact Bev Scott, Manager, Business & Visitor Experience Development, at [email protected].
Download the full Destination Ontario 2SLGBTQI+ Traveller Research Study here.
