The Spanish Tourism Office in Los Angeles, in collaboration with MMGY Global, has presented the report "Portrait of American LGBTQ+ International Travelers," based on an exclusive survey of U.S. travelers who identify as LGBTQ+. This study provides key insights into the preferences, interests, and perceptions of this segment of tourists when considering Spain as their travel destination in the coming years.
According to the report's findings, 90% of LGBTQ+ travelers expressed interest in visiting Spain within the next three years. Of these, 65% showed particularly high or extreme interest, indicating a clear intention to plan their visit in the short term.
Barcelona, Ibiza, and Madrid stand out among the most popular destinations, with 70%, 66%, and 65% of respondents respectively showing interest. Barcelona is especially popular among Generation X travelers, with 79% considering it a desirable destination, and it is also valued by baby boomers, with 76%. Madrid attracts 77% of Generation X and 74% of baby boomers. Sitges ranks high in Generation X preferences (65%), although millennials show lower interest in this city (44%). Meanwhile, Ibiza is appreciated across all generational groups, though millennials show slightly lower interest (56%).
Spain is seen as an ideal destination for adults, thanks to its rich cultural heritage, outstanding gastronomy, and vibrant nightlife. Among those most interested in Spain, 85% affirm that the country consistently offers new experiences and activities, while 80% highlight the numerous outdoor activities available. Additionally, 66% consider Spain to have a reputation as an LGBTQ+-friendly destination, and 60% believe the country actively promotes inclusion and organizes significant events for the community. However, Spain’s position as a global LGBTQ+ hotspot with major festivals and events still needs further strengthening.
The study also reveals that 78% of travelers with a strong interest in visiting Spain use social media to plan their trips. Furthermore, these travelers rely heavily on friends and family as their primary source of travel advice (51%), but they also turn to other sources, such as travel review sites (43%), destination websites (42%), and social media (34%). These travelers are more likely to use platforms like Booking.com and Hotels.com. They also tend to travel solo or with friends, while other travelers prefer to do so as a couple. Generation Z (67%) and millennials (62%) are the most inclined to use traditional travel advisors, followed by 24% of baby boomers.
Lastly, these travelers show a strong interest in sustainable travel practices, with 80% emphasizing the importance of this aspect in their travel decisions.
This report highlights Spain’s growing significance as an inclusive and attractive destination for U.S. LGBTQ+ travelers and reaffirms the commitment of the Spanish Tourism Office in Los Angeles to continue promoting the country as a diverse, welcoming, and ever-evolving destination for this community.
