PLETTENBERG BAY NEWS - Plett Tourism recently hosted a workshop focused on the LGBTQ+ travel market - the first of a series of niche market workshops planned for the near future.

The workshop, which was co-hosted by the Plettenberg Hotel on 12 May, included an introduction to this dynamic niche group with a breakdown of the LGTBQ+ definitions and demographics, international and domestic market research and a brief overview of the key marketing points to reach this market.

Guest speakers included Martina Barth, the Africa representative for the International Gay & Lesbian Travel Association (IGLTA), and Michael Gladwin, the founder of AfriGay Travel.

"With the development and growth of our domestic marketing strategy, we uncovered a gem with the LGBTQ+ travel as it reaches into both the domestic and the international markets," said Plett Tourism chief executive Patty Butterworth.

"After researching and exploring this market, we realised that in order for us as a town to benefit and focus, we required expert assistance to help us with a series of workshops to better understand this particular niche which is a crucial component of our strategy going forward."

She added that this is one of the fastest-growing travel markets. "We are very excited that recent research shows South Africa, and in particular the Garden Route, is exactly what this niche is looking for in a preferred destination. It is dynamic and somewhat misunderstood, and we hope that our series of workshops will help demystify the LGBTQ+ traveller and will allow our local hospitality products to benefit."

The introductory workshop was attended by Plett Tourism representatives, Bitou municipal economic development and tourism representatives, and business owners and managers from the private sector.

A second workshop will include front-of-house training for products and services that engage with the LGBTQ+ travel market.

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