Press releases

Turespaña’s Los Angeles Tourism Office Analyzes U.S. LGBTQ+ Travel Trends to Strengthen Spain’s Tourism Offer

Los Angeles, October 29, 2025. – The Spanish Tourism Office in Los Angeles hosted a virtual session presenting the latest insights on U.S. LGBTQ+ travel trends. The event included a presentation of the LGBTQ+ Market Study by Tourism Counselor Félix Alcaraz, who provided an in-depth analysis of the behavior, motivations, and potential of LGBTQ+ travelers in the United States, as well as an overview of Turespaña’s new communication strategy focused on promoting Spain as a diverse, inclusive, and welcoming destination.

The session also featured a roundtable discussion with leading experts in LGBTQ+ tourism who explored key trends within the segment, the importance of authenticity in communication, and the growing demand for sustainable and inclusive travel experiences.

John Tanzella, President of the International LGBTQ+ Travel Association (IGLTA), highlighted Spain’s potential to attract an emerging market segment:

“There is a great opportunity for Spain to connect with the rainbow families market — same-sex couples with children — who are looking for destinations where they feel welcome, safe, and valued.”

Donna J. Keren, Ph.D., former Vice President of Data and Research at New York City Tourism + Conventions, underscored safety and hospitality as key decision-making factors:

“Nearly all LGBTQ+ travelers today make their travel decisions based on whether they feel welcome and safe; it’s the number one reason for choosing a destination.”

Ed Salvato, LGBTQ+ tourism marketing and training specialist, stressed the importance of active engagement from the travel industry:

“Travel businesses must proactively affirm their support for LGBTQ+ visitors, because no one will simply assume that the phrase ‘everyone is welcome’ includes them.”

Dan Rios, Director of LGBTQ+ Tourism Marketing at the Greater Miami Convention & Visitors Bureau, pointed to the growth of family travel and the search for authenticity:

“Multigenerational LGBTQ+ family travel is a growing trend, and travelers are seeking authentic, meaningful experiences that reveal the true character of a destination.”

Saveria Tilden, Founder and CEO of AdventurUs Women, emphasized the importance of shared values in travel experiences:

“For LGBTQ+ women, especially those over 50, travel is less about the destination and more about living authentic experiences aligned with their values and fostering community connection.”

The event concluded with a Q&A session, allowing participants to exchange ideas and engage directly with the panelists.

Held on Turespaña’s virtual event platform, the session brought together more than 65 Spanish tourism professionals — including destinations, companies, and public and private sector entities — interested in strengthening their position within the North American market.

Through this initiative, Turespaña reaffirmed its commitment to promoting Spain as a leading destination for inclusive tourism, while reinforcing its dedication to understanding the U.S. market and fostering public–private collaboration to enhance the global competitiveness of Spain’s tourism industry.

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