Emilia-Romagna: The First Region in Italy to Develop a Project Dedicated to LGBTQ+ Tourism
Emilia-Romagna has launched a pioneering initiative, becoming the first region in Italy to develop a project dedicated to LGBTQ+ tourism. In collaboration with Sonders and Beach Group, a specialist operator in the LGBTQ+ market with offices in San Francisco and Milan, the region aims to strengthen its reputation as a welcoming and inclusive destination, offering tailor-made travel experiences for the rainbow community.
The project is structured in several key phases. First, there is an initial phase of mapping and assessing organizations, followed by training activities through in-person meetings and webinars aimed at local tourism operators. The goal is to raise awareness and prepare staff to better welcome LGBTQ+ visitors by adopting Diversity & Inclusion (D&I) policies and implementing internationally recognized protocols. Among these, the QueerVadis certification stands out – the international label used by the project that defines essential guidelines for marketing, sales, customer care, and hospitality specifically for the LGBTQ+ community. Establishments that obtain this certification will be easily recognizable by tourists thanks to a special “quality seal.”
Once the training phase is completed, the project includes the creation and promotion of travel packages and itineraries specifically designed for LGBTQ+ travelers. These routes will highlight the cultural, gastronomic, and scenic excellence of Emilia-Romagna, offering authentic and inclusive experiences. Additionally, to cap off the project, an international event dedicated to the rainbow community is planned, aimed at strengthening the region’s positioning as a leading destination for this market segment.
The economic potential of LGBTQ+ tourism is significant. Globally, this segment generates a revenue of 500 billion dollars, with 64 billion in Europe. In Italy, according to data from the AITGL – Italian Gay & Lesbian Tourism Association, inbound LGBTQ+ tourism is worth 8.7 billion euros. LGBTQ+ travelers tend to travel more frequently than the average, with a tendency to take up to four long trips per year, and they show a preference for art cities, seaside resorts, and natural destinations.
Regional Tourism Councillor Roberta Frisoni highlighted the importance of this initiative: “Emilia-Romagna has always been a region attentive to rights. We want to strengthen our tradition of hospitality, making tourism operators and destinations even more ready to offer holidays for everyone.” Alessio Virgili, CEO of Sonders and Beach Group and President of ELTA – European LGBTQ+ Travel Alliance, added: “We are honored to see Emilia-Romagna engage in this promotion project. QueerVadis has established itself as an international label, ensuring high standards of inclusivity.“
This project represents a strategic opportunity for tourism operators in Emilia-Romagna, allowing them to expand their offerings and tap into a growing market segment. The adoption of inclusive protocols and collaboration with specialized partners position the region as a top destination for LGBTQ+ tourism, contributing to local economic development and promoting values of inclusivity and respect.
