LGBT Travel Decreasing in Hawaii
January 28, 2010
Currently wrapped up in a battle over civil unions for same-sex couples, Hawaii has seen the number of LGBT tourists to the islands decrease, with travellers instead opting for other destinations in the US.
According to the 14th annual report by Community Marketing Inc. of San Francisco shows that Maui and Honolulu are trailing behind major cities like New York City, Los Angeles, Las Vegas and San Francisco in the race to lure more LGBT travellers. Second tier cities like Atlanta and Denver are also pushing ahead.
“Hawaii has been slipping for a decade,” said David Paisley, senior program manager for Community Marketing. “Last year it was ranked 17th as a leisure destination, but this year you are 18th, tied with New Orleans and Atlanta.”
The reason says Paisley is the state’s lack of initiative in marketing to the LGBT travel segment.
“In the gay and lesbian travel market, Hawaii has been largely nonexistent,” he said. “Hawaii almost seems scared of it.”
However, David Uchiyama of the Hawaii Tourism Authority brushes off the claim.
“Our leisure marketing targets the avid traveller — who cuts across all demographic segments — wanting to embrace and experience the destination,” he said. “Hawaii’s marketing efforts highlight activities that are the core strengths of the Islands rather than any demographic segments based on factors such as ethnic heritage or sexual orientation.”
Still, Paisley digresses, admitting the state could do more to lure the pink segment, which spends more than the average heterosexual.
“I think you have huge West Coast markets — from Seattle to Portland to California — where Hawaii should work to re-establish itself with groups, because there is money on the table with those guys and girls,” he said. “For so many of them, Hawaii is the obvious place to go. They just need some outreach.”
“The facts are plain: Gay men and lesbians travel more, spend more and have the largest amount of disposable income,” the Community Marketing report said. “Undaunted by events in the news, gay and lesbian travellers make up 10 percent of the travel industry — or more. Most critically, their travel dollars go to suppliers and destinations that recognize their unique buying preferences and offer them differentiated value.”
The battle over same-sex unions and the overt opposition by conservative groups in the last few years may have tarnished the Hawaii’s image in the eyes of LGBT just as rampantly homophobic Jamaica has.
Earlier this month, thousands of people in Hawaii gathered on the capitol to rally against a state bill which would allow LGBT the right to enter civil unions, saying the proposed bill is the equivalent of marriage.
Image Source: www.examiner.com
