Just 14 months after the launch of the Philadelphia and Its Countryside gay-friendly tourism marketing campaign, gay travelers are spending 30 percent more than they did before the effort debuted, up from $179 per day in 2003 to $233 a day in 2004. Gay Tourism 2005, a new 30-page research study conducted by the Greater Philadelphia Tourism Marketing Corporation ( GPTMC ) and Community Marketing, Inc., also revealed that for every $1 GPTMC invests in gay tourism marketing, $153 is returned in direct visitor spending. Gay travelers spend $54 billion a year in the United States on travel.
'The Gay Tourism 2005 report gives unprecedented insight into the powerful economic return that gay travel can bring to a destination,' said Deborah Diamond, Ph.D., GPTMC research director. 'We were surprised to learn that gay overnight visitors spend nearly double that of our general overnight visitors, $233 compared to $101 respectively.'
Gay Tourism 2005 also contains a groundbreaking section dedicated solely to the region's lesbian visitors. This first-of-its-kind study revealed that compared to gay men, lesbian travelers to Philadelphia:
— Spend the same per day.
— Are more likely to be younger.
— Tend to travel with partners rather than with friends.
— Are less likely to recall gay ads.
In addition, gay men are staying longer in Philadelphia ( on average 2.4 nights ) , while lesbians are staying for a shorter period of time ( just 1.8 nights ) .
For more information about travel to Philadelphia, visit www.gophila.com or call the Independence Visitor Center, at 800-537-7676.