Shopping and nightlife are the top priorities for gay and lesbian tourists, according to an international tourism survey.
The Grant Thornton survey released in partnership with the travel magazine Gay Canada Guide and the Canadian Tourism Commission also finds that 86.8 per cent of Canadian gay and lesbian survey respondents are more likely to support a tourism business that is known to be gay-friendly.
The average gay/lesbian traveler either spent or intends on spending $195 each day while in Canada, the survey says.
“The information that we have collected will go a long way toward ascertaining gay travel motivations, patterns and preferences, and will prove invaluable for tourism operators interested in targeting gay travel markets,” says Frank Bourree, tourism consulting partner for accounting and consulting firm Grant Thornton in Victoria, B.C.
Just over seven per cent have attended or plan on attending Whistler’s Altitude Ski Week.
“This survey will assist us in understanding gay preferences and help us develop strategic initiatives to increase Canada’s share of the international gay travel market,” Gay Canada Guide publisher Dominic O’Grady said.
The Grant Thornton survey received almost 900 responses between January and June, 2004, and was commissioned by Gay Canada Guide and independent publisher Gay Travel Guides Pty Ltd.
The survey used three questionnaires, including one for international respondents who have visited Canada before, one for international respondents who are planning to visit Canada within the next three years, and one for Canadian residents.
Grant Thornton is a Canadian firm of chartered accountants and management consultants.
