ForwardKeys says that intra-regional travel to Madrid Pride is up 4 pc versus 2019 levels & Tel Aviv has seen an uplift of 31 pc in long-haul travellers as to 2022 levels
The latest flight search data collated and analysed by leading travel analytics firm ForwardKeys‘ suggests an uplift in LGTBIQ+ tourism and new business opportunities to Spanish capital of Madrid and Israeli city of Tel Aviv for Pride Week.
According to the ForwardKeys, total searches for travelling to Madrid in the run-up to pride increased by 6 pc versus the previous 10 days, whereas searches made for Tel Aviv increased by 16 pc.
“Interestingly, the peak for searches to travel to Tel Aviv is a week before the Pride Parade while for Madrid, the peaks occur just before the weekend, when the main celebration, the Parade, happens as well as eight days before the event,” says Juan A Gómez García, Head of Market Intelligence at ForwardKeys.
The report says that total searches for travelling to Madrid in the run-up to pride increased by 6 pc versus the previous 10 days, whereas for the searches made to Tel Aviv searches increased by 16 pc.
“This shows that Madrid tourism can benefit from longer-staying international travellers as well as those jetting in for the weekend from neighbouring countries within Europe,” adds Gomez.
The statement adds that intra-regional travel to Madrid Pride is up 4 pc versus 2019 levels. Meanwhile, Tel Aviv has seen an uplift of 31 pc in long-haul travellers versus the same period in 2022. Total searches for travelling to Madrid in the run-up to pride increased by 6 pc versus the previous 10 days, whereas for the inquiries made to Tel Aviv searches increased by 16 pc.
“Pride events often attract many visitors resulting in a boost to the local tourism industries. Pride celebrations generate substantial economic benefits to cities, with visitors spending money on accommodation, dining, shopping, transportation, and entertainment. Moreover, considering Pride celebrations often span over a few days, this can result in longer stays for visitors. These events can also act as a catalyst to build visitor loyalty and attract repeat trips. Monitoring the impact of these events through Destination Gateway is key for destinations to improve performance measurement, strategy formulation, planning and marketing”, adds García.
The report suggests that flight searches for arrivals in Madrid in the 10 days running up to the Pride parade from Canada increased 32 pc compared with searches made for arrivals in the 10 days prior, marking the most significant increase from the top 20 origin countries. Canada was followed by Uruguay, up by 21 pc, Mexico followed with a 20 pc growth and Brazil with 15 pc. Interestingly, trips to Madrid from other parts of Spain increased by 15 pc.
For Tel Aviv, the report says that the greatest search increases for travelling during Pride week versus the 10 days prior came from Brazil with 43 pc increase, Portugal with 37 pc, followed by Australia with 34 pc, the USA with 34 pc and Spain with 29 pc increase.
“LGBTIQ+ tourism is key in the recovery of post-coronavirus tourism, transforming the economy of a destination and its social fabric. Promoting visibility, cultural exchange, and constant contact with other realities creates a space where diversity flourishes, stereotypes fade, and empathy becomes the foundation for a more inclusive and understanding society. LGBTQ+ tourism is also a human rights issue,” says Edgar Weggelaar, CEO at Queer Destinations, a tour operator.
