Emilia-Romagna: the first region in Italy to develop a project dedicated to LGBTQ+ tourism
Emilia-Romagna: the first region in Italy to develop a project dedicated to LGBTQ+ tourism
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Emilia-Romagna has undertaken a pioneering initiative, becoming the first region in Italy to develop a project dedicated to the LGBTQ+ tourism. In collaboration with Sonders and Beach Group, an operator specializing in the LGBTQ+ market with offices in San Francisco and Milan, the region aims to build on its reputation as a welcoming and inclusive land, offering tourism experiences tailored to the rainbow community.
The project consists of several key phases. First, an initial phase of mapping and assessment of organizations, followed by training activities through in-person meetings and webinars, targeting local tour operators. The goal is to raise awareness and prepare staff to better welcome LGBTQ+ visitors by adopting Diversity & Inclusion (D&I) policies and implementing internationally recognized protocols. Prominent among these is the certification QueerVadis, the international label used by the project that defines essential guidelines for marketing, sales, customer care and hospitality dedicated to the LGBTQ+ community. Facilities that obtain this certification will be easily recognizable by tourists thanks to a special “stamp” of quality.
Once the training phase is completed, the project will include. The creation and promotion of tourist packages and itineraries specifically designed for LGBTQ+ travelers. These routes will enhance Emilia-Romagna’s cultural, food and wine and landscape excellence, offering authentic and inclusive experiences. In addition, to crown the itinerary, it is planned to organize a international eventdedicated to the rainbow community, with the aim of strengthening the region’s positioning as a top destination for this market segment.
The economic potential of LGBTQ+ tourism is significant. Globally, this segment generates revenues of $500 billion, with $64 billion in Europe. In Italy, according to data from the AITGL Observatory – Italian Association of Gay & Lesbian Tourism, inbound LGBTQ+ tourism is worth 8.7 billion euros. LGBTQ+ travelers tend to travel more frequently than average, with a propensity to make up to four long trips a year, and show a preference for art cities, seaside resorts and nature destinations.
Regional Councillor for Tourism Roberta Frisoni stressed the importance of this initiative, “Emilia-Romagna has always been a land attentive to rights. We want to strengthen our tradition of hospitality, making tour operators and territories even more ready to offer vacations for all and everyone.” Alessio Virgili, managing director of Sonders and Beach Group and president of ELTA – European LGBTQ+ Travel Alliance, added, “We are honored to see Emilia-Romagna activated in this promotion project. QueerVadis has established itself as an international label, ensuring high standards of inclusiveness.”
This project represents a strategic opportunity for tourism operators in Emilia-Romagna, allowing them to expand their offerings and intercept a growing market segment. The adoption of inclusive protocols and the collaboration with specialized partners position the region as a destination of excellence for LGBTQ+ tourism, contributing to local economic development and the promotion of values of inclusiveness and respect.
