The first study into gay travel to Israel will be unveiled at World Travel Market (WTM).
The study, conducted by specialist marketers Out Now Consulting, focused on the attitudes of gay consumers in three regions – New York City, the UK and Germany – and the prospect of Tel Aviv becoming a gay travel hotspot.
The study comes as the Israeli city seeks to develop a campaign broadening its appeal to the lesbian and gay market as a tourist destination.
Out Now Consulting founder and chief executive Ian Johnson said that Tel Aviv is not a destination that is immediately associated with gay, lesbian, bisexual and transgender tourism. “As a gay-targeted destination, the city has world-class tourism options for gay and lesbian travellers. It is also a city with lots of history – cultural, religious and political.”
The results will be reported at a WTM session on gay marketing, The Gay Marketing Puzzle – Solved by Out Now, on November 11 at 11am. Johnson will discuss the study and give advice on gay marketing strategies alongside Tel Aviv city council member Yaniv Waizman.
Waizman said that market research was essential to reveal how Tel Aviv is viewed by gay tourists. “We thought it was important to start our gay market development plans with the best possible insight,” he said.