Beyond friendliness: crafting authentic marketing strategies for LGBTQI+ travelers

The LGBTQI+ travel segment is one of the most dynamic and economically influential in tourism, yet it remains underserved by traditional marketing strategies. Social media is a powerful tool for inclusion, advocacy, and self-expression, shaping travel preferences and brand loyalty. Through interviews with twelve LGBTQI+ travelers, this study reveals critical insights into effective digital campaigns, inclusive branding, and authentic engagement. Tailored marketing strategies that embrace diversity, cultural nuances, and safety are essential for success. This research offers actionable recommendations for marketers aiming to connect with this valuable audience authentically.