Why Values Matter: What LGBTQ+ Travelers Look for in a Destination

And how to choose a place that actually feels like belonging — not just somewhere you visited.

By Shawndra Long, Illusionz Travel, LLC | LGBTQ+ Wedding Certified (Equality Institute) | IGLTA Member | DWHSA Member

If you've ever researched a destination and found yourself quietly checking for rainbow flags in the photos, scrolling past the attractions to read the reviews mentioning “safe” or “welcoming,” or wondering whether a place will simply

tolerate you instead of actually welcome you — you're not overthinking it. You're doing exactly what the research says LGBTQ+ travelers do, and for good reason.

A new industry toolkit, Why Values Matter: A Destination Guide to LGBTQ+ Travelers, developed by Destinations International and the IGLTA Foundation with research from Valuegraphics, set out to answer a question we've believed in for years: choosing where to travel, get married, or celebrate isn't just about the attractions. It's about whether a place reflects who you are.

Here's what the data actually says — and what it means for how you plan your next trip.

It's Not Just a Feeling — It's Measurable

The Valuegraphics study surveyed more than 1,800 LGBTQ+ travelers across eight countries, all actively considering travel to the United States. The findings confirm something many of us have known intuitively: when a destination genuinely aligns with what LGBTQ+ travelers value, the impact shows up in real numbers.

When destinations get this right, LGBTQ+ traveler loyalty rises by 30%, trust rises by 30%, and engagement rises by 20%. Willingness to spend rises by 15%.

In plain terms: when LGBTQ+ travelers feel genuinely seen, they come back, they stay longer, and they tell their friends. That's not a marketing theory — it's a measured outcome.

The Three Things LGBTQ+ Travelers Are Really Looking For

The research identified three “Power Values” that uniquely motivate LGBTQ+ travelers — values that matter far more to this community than to the general traveling public. Each one builds on a simple, human question.

1. Harmony — “I can be myself here.”

75% of LGBTQ+ travelers say this matters, compared to 44% of the general population. Harmony is about the absence of friction between who you are and where you are — not having to brace yourself, soften yourself, or read the room before holding your partner's hand.

2. Health & Well-Being — “I can care for myself here.”

67% compared to 44% globally. This is about restoration, not just relaxation — whether a destination actually supports your emotional and physical well-being, or quietly drains it.

3. Balance — “My life fits here.”

57% compared to 35% globally. For many LGBTQ+ travelers, life hasn't always offered stability — whether that's meant relocating for acceptance, navigating evolving legal recognition, or simply not seeing your family structure reflected anywhere. Balance is about whether a place honors chosen family, multi-generational relationships, and the life you've actually built, not the life a brochure assumes you have.

The common thread underneath all three: safety comes first. You can't feel Harmony, Health & Well-Being, or Balance anywhere you don't first feel safe, welcome, and accepted.

What This Actually Looks Like When You're Planning a Trip

It's one thing to talk about “inclusive destinations” in the abstract. It's another to know what to actually look for. Based on the research — and on what we've seen firsthand planning travel and destination weddings for LGBTQ+ clients — here's what genuine alignment looks like in practice:

• LGBTQ+ representation in everyday marketing and imagery — not just during Pride month.

• Clear, visible non-discrimination policies, not vague “we welcome everyone” language.

• Staff who are actually trained — at the hotel, the venue, the airport, the transfer service — not just the marketing department.

• Family travel resources that reflect real LGBTQ+ family structures: chosen family, multi-generational groups, same-sex parents.

• Local LGBTQ+ partnerships and community ties, not a destination simply borrowing rainbow branding for a season.

This is, frankly, the work we do before we ever recommend a resort, a venue, or a destination to a client. Vetting for Harmony, Health & Well-Being, and Balance isn't an extra step we take — it's the baseline.

Real Destinations Getting It Right

The toolkit highlights several destinations putting these values into practice — and the results are worth noting.

Discover Puerto Rico built a deliberate, community-informed strategy starting in 2018 to position the island as the LGBTQ+ Capital of the Caribbean — a strategy that helped Puerto Rico host the record-breaking 2023 IGLTA Global Convention.

In Jaipur, India, entrepreneur Nandita Gupta founded Rajasthan's first Queer Women's Collective and has woven LGBTQ+ inclusion directly into local culture — from the Jaipur Queer Gulabi Pride Parade to a Queer Food Walk through heritage markets — proving that belonging can be built into the cultural fabric of a place, not bolted on as an afterthought.

Louisville Tourism's 2023–2024 Visitor Profile study found that nearly two out of three LGBTQ+ travelers surveyed described the destination as welcoming — with an average likelihood-to-return score of 8.8 out of 10.

How We Use This When We Plan Your Trip

As both a member and ally of the LGBTQ+ community, and as someone who is LGBTQ+ Wedding Certified through the Equality Institute, this research didn't surprise me — it confirmed what I've built my business around. Every destination, resort, and venue we recommend is filtered through the same lens this research describes:

• Will you be genuinely welcomed, not just tolerated?

• Can you move through the destination — the airport, the resort, the excursions — without having to brace for friction?

• Does the venue or destination reflect the life and family you actually have?

  
  

That's the difference between booking a trip and planning an experience where you can actually exhale.

Plan Travel That Actually Feels Like You

Whether you're dreaming of a destination wedding, a honeymoon, a vow renewal, or simply your next great trip, you deserve a destination — and a travel advisor — that understands what's actually at stake in that choice. Let's find a place where your life fits.

Visit illusionztravel.com or illusionzdestinationweddings.com to start the conversation, or explore more travel insights at shawndralong.com.

FAQ

What are LGBTQ+ travelers' top priorities when choosing a destination?

Research from Destinations International and the IGLTA Foundation identifies three Power Values: Harmony (feeling free to be yourself), Health & Well-Being (feeling restored, not drained), and Balance (seeing your life and family reflected). All three depend on first feeling safe and welcomed.

Does destination inclusivity actually affect travel spending?

Yes. The Valuegraphics study found that when destinations align with LGBTQ+ traveler values, loyalty rises by 30%, trust rises by 30%, engagement rises by 20%, and willingness to spend rises by 15%.

How can I tell if a destination is genuinely LGBTQ+-affirming, not just marketing to it?

Look for year-round representation (not just during Pride), visible non-discrimination policies, trained frontline staff, real partnerships with local LGBTQ+ organizations, and family resources that reflect chosen family and multi-generational relationships.

Is Illusionz Travel LGBTQ+ certified?

Yes. Shawndra Long, owner of Illusionz Travel, LLC, is LGBTQ+ Wedding Certified through the Equality Institute and is an active member of IGLTA and DWHSA.