EDGE Miami

With a record $223.3 million spent to target gay and lesbian consumers last year, gay travel remains big business. But with so much money and energy spent to woo the gay dollar, it’s arguably surprising that the first book specific to this lucrative market was released only last month.

Greater Philadelphia Tourism Marketing Corporation vice president of communications Jeff Guaracino wrote the 180-page book "Gay and Lesbian Tourism: The Essential Guide for Marketing" to fill this void. He said his inspiration came after he saw a lack of gay and lesbian specific books in the Elsevier Limited catalogue. Guaracino, who is also the vice president of the Philadelphia Gay Tourism Caucus, added his book reflects the continued expansion of the gay and lesbian travel industry.

"Everything came together," he told EDGE while attending a conference in Miami. "There’s an extraordinary rise in destinations and airlines coming out as gay friendly. The controversy about gay and lesbian tourism has very much died down."

The book includes a dictionary of terms to use - as well as those not to use - to help businesses better invite gay and lesbian travelers. Guaracino said one of the worst things someone within the tourism industry can do to a gay and lesbian traveler is to unexpectedly offend someone.

"Sometimes people use words that offend, with no intention of offending," he said.

Guaracino added having gay and lesbian-specific information in marketing campaigns also helps to break down stereotypes. He also said the industry needs to be sure gay and lesbian travelers feel invited to the cities to which they traveled.

Guaracino pointed to the landmark Philadelphia ad campaign launched in November 2002 which drew gay and lesbian travelers to the City of Brotherly Love with the slogan "Get Your History Straight and Your Nightlife Gay." Philadelphia Mayor John Street and Pennsylvania Gov. Ed Rendell backed the more than $1 million campaign. Guaracino, who was among those who created the campaign, said Philadelphia’s ranking as one of the top 20 gay destinations in the world proves its success.

"People believe [Philadelphia has a] great nightlife and restaurants," he explained. "Gay tourism really plays a role in Philadelphia. For a destination, it is a signal for other travelers as a city as a city that welcomes."

Canada, Fort Lauderdale and most recently San Francisco are among the gay-friendly destinations which have duplicated Philadelphia’s campaign as gay and lesbian tourism continues to blossom into a highly lucrative enterprise. Michael Despatie and Niki Leondakis of Kimpton Hotels and Restaurants estimate gay and lesbian travelers spent over $5 million last year alone. Other experts say effective advertising is a key component to this trend.

"Marketers must not forget that people want to be invited," Greater Philadelphia Tourism Marketing Corporation president and CEO Meryl Levits said. "For gay and lesbian travelers who aren’t sure if they are going to be welcomed for who they are, an invitation is definitely needed."

Guaracino pointed out the gay and lesbian tourism industry is built upon different destinations competing for consumer dollars. He concedes competition remains a key part of the industry. Guaracino adds, however, this competition generates benefits for the industry as a whole.

"It’s extraordinarily collaborative in terms of sharing the knowledge," Guaracino said.

He added partnering with other companies is another way to help establish a city as a gay and lesbian travel destination. Southwest Airlines, for example, sponsored this summer’s annual Philadelphia International Gay & Lesbian Film Festival for its inaugural year as a gay friendly airline.

"It helps to have strong partnerships," Guaracino said. "Everyone has the right to see the Liberty Bell, the Eiffel Tower and Big Ben."

With the major steps that have recently been made in the number of gay friendly destinations and companies coming out as gay friendly, Guaracino sees this as just the tip of the iceberg. He adds travelers are going to have more options which will keep Philadelphia and other old staples on their toes to stay competitive.

"[We’ll] see it growing; More and more travelers are openly traveling as gay," Guaracino said. "Those types of things are important."