The Brazilian LGBT Chamber of Commerce and Tourism has launched, in partnership with IEMI – Market Intelligence, an unprecedented survey on the profile and consumption behavior of Brazilian LGBTQ+ tourists. The survey shows the economic relevance of this audience: 34% allocate between 5% and 10% of their income to travel, 33% travel at least twice a year and 59% usually repeat destinations. The LGBT+ friendly reputation also weighs in the choice, being a criterion for 58% of travelers, while 40% say they are willing to pay more for inclusive hospitality, based on safety and welcoming.
The survey also reveals that the interests of this traveler go far beyond nightlife. Cultural activities are sought after by 67% of respondents, while 62% prioritize rest and 45% show interest in adventure. Gastronomy also plays an important role in the experience: 73% prefer street food, local markets and snack bars, 58% opt for renowned restaurants and 36% like to cook during the trip. The study also points out that the LGBT+ population's spending on travel reached R$ 33.4 billion.
Despite this consumption potential, the survey highlights challenges related to inclusion and safety. A quarter of respondents say they frequently change their behavior for fear of discrimination, 44% have experienced uncomfortable or prejudiced situations in hotels and restaurants, and 39% are afraid to show affection in public spaces of hotels or destinations. In addition, 34% perceive little LGBT+ inclusion or representation in tourism companies. When buying travel, 41% use airlines and hotels directly, while 33% use travel agencies, reinforcing the importance of a tourist offer prepared to serve this audience in a safe and welcoming way.
