Gay European Tourism Association starts comms drive for pink pound

A new gay-focused travel association has launched a comms drive as it looks to spread awareness and acceptance of the pink pound in the travel industry.

In the pink: Stockholm is being promoted to the gay market
In the pink: Stockholm is being promoted to the gay market

The Gay European Tourism Association, which launched six months ago, has appointed Rain Communications to help raise the profile of an industry worth an estimated £41bn a year.

GETA's comms director, Paul Barnes, said: 'From a tourism point of view, a lot of smart businesses have understood this is a growing market, and one in which certain channels are effective in reaching them.

'However, it's not good enough to just market to them. Hotels and others must demonstrate to gay people that they are welcome and understood.'

Barnes added: 'It's not that you need to paint your hotel pink. It's about being welcoming and treating gay people with respect, which the vast majority of hotels do, but a small minority don't.'

Barnes' words came after BNP leader Nick Griffin posted on the internet the address of a gay couple who had won a highly publicised civil case against a Christian bed and breakfast owner. The owner had told the couple that they could not stay in one of her double rooms.

Rain Communications will help raise the profile of GETA, which is open for membership to hotels, tour operators, travel agents, destinations, car hire companies and airlines.

The agency will also work on promoting the body's Gay Welcome website.

Rain Communications will work with the worldwide gay media, looking to establish a GETA presence in gay awards, as well as focusing on establishing a strong social media and online presence.

Several destinations are actively promoting themselves to the gay market, with cities such as London, Berlin, Stockholm and Cannes all vying for this lucrative market.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.