Visit Gay Australia: rethinking LGBT tourism


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Image: Randwick Council

Australia’s lead LGBT travel body, Gay and Lesbian Tourism Australia (GALTA), has unveiled a fresh new face. GALTA will in future promote the renewed consumer brand Visit Gay Australia.

The organisation says the new branding will restore Australia as a first-choice holiday destination for both domestic and international visitors.

GALTA

GALTA President Rod Stringer said the rebrand is part of his organisation’s push to connect gay and lesbian travellers from around the world with the range of quality tourism experiences offered by its members.

“We’ve seen other global destinations increase visitation from the LGBT market in recent years. Australia needs to remain active in marketing directly to these consumers to be competitive.

“This is a key role for GALTA, in partnership with state and national tourism bodies. The first step was to create a much stronger consumer platform.

“The new look and feel of our corporate and consumer brand reflect a professional, friendly and distinctly Australian personality. The launch of Visit Gay Australia allows us to more effectively promote our members to LGBT travellers.”

Visit Gay Australia

GALTA will initially activate Visit Gay Australia via social media. The organisation already established handles across Facebook, Instagram and Twitter, and will launch a new website next month.

Rod Stringer said that the decision to lead with Visit Gay Australia was to provide a strong invitation, in line with the approach of other tourism bodies such as Tourism Victoria’s Visit Victoria consumer platform.

“We felt it was important to align with this approach and the decision to position this as gay Australia is intended to embrace the diversity of our audience in a unified way that will be given depth across our various marketing activities.

“The new website contains travel content tailored to families, lesbian travellers and gay men. It will be refreshed regularly with travel blogs and direct feeds from our social media pages to ensure fresh and diverse holiday inspiration.”

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