The latest trends in LGBTQ+ tourism from Sojern, the digital marketing platform for travel, highlight long-haul, solo and leisure.
A market worth $357 billion worldwide and growing
The survey is also in collaboration with the tourism group Sonders & Beach and ELTA (European LGBTQ Travel Alliance) and regards June 2025 Pride tourism trends worldwide. Long-haul, solo and mostly leisure travel for the LGBTQ+ tourism market is now worth $357 billion worldwide and is set to grow, and Italian destinations are among the most sought-after destinations. “According to the latest estimates, LGBTQ+ travellers reached a total value of €55 billion in Europe, up from the pre-covid figure of EUR 75 billion,” says Alessio Virgili, ceo of Sonders & Beach and president of ELTA.
“Looking for a meaningful experience”
“Our ongoing sector studies for this market segment show that these travellers are looking not only for a destination but for a meaningful experience. The emotional aspect weighs heavily on the trip, which is why brands that invest in Pride, both as a tourist destination and as support for these events, can have an important return, and not only from the LGBTQ+ world, but from all those who value social sustainability."
Rome is in third place in flight searches for Pride
Over 45% of Pride trips are for long haul, with 58% of people being solo-travellers. Travel is mostly for pleasure, although trips combining business and leisure are on the rise. Europeans are those who travel the most for Pride (35%), followed by North Americans (33%), with the United States (38%) being the largest country of origin. On a more micro level, Rome ranks fourth among Pride destinations while Milan, which will have its Pride on 28 June, ranks tenth. On a European level, Rome is in third place in flight searches for Pride (16.7%), after London, and Athens, while maintaining third place (13.6%) in hotel booking searches, after London and Madrid, and with Milan ranking eighth.
