CGLCC- Tourism

This grant provides tools and resources to help Canadian tourism businesses become more inclusive and welcoming to LGBT+ travellers. With the LGBT+ tourism market valued at over $12 billion annually, businesses have a significant opportunity to grow by appealing to this diverse and lucrative segment.

The Canadian Grand Lodge and Conference Centre (CGLCC) in collaboration with Tourism HR Canada has launched a comprehensive initiative aimed at empowering the tourism sector to become leaders in LGBT+ inclusivity. Understanding the unique needs and expectations of LGBT+ travellers is critical as they represent an exceptional market segment, not just in terms of expenditure but resilience and rapid market recovery, historically demonstrated by their rebound post-events such as 9/11 and the SARS outbreak.

The initiative is underpinned by rigorous training programs and accreditation procedures designed to ensure that businesses are not only recognized as LGBT+ friendly but also genuinely foster environments that are welcoming and inclusive. The cornerstone of this initiative is the Rainbow Registered LGBT+ Friendly Accreditation Program, which mandates participants to achieve high standards of inclusivity. This includes creating safe environments where LGBT+ travellers feel respected and valued.

Key components of the training include workshops such as "Navigating LGBT+ Diversity and Inclusion in the Tourism Industry," which equip businesses with the knowledge to use inclusive language, and develop policies and practices that foster a positive workplace and visitor environment. These workshops serve as the initial step in cultivating a genuinely inclusive culture from the inside out.

Once businesses have a solid foundation in inclusivity, they can further enhance their efforts by participating in "Travel Market-Ready Seminars," which provide insights into the latest LGBT+ travel market research and successful strategies from global case studies. This empowers tourism operators to craft offerings specifically tailored to the LGBT+ community, thus enhancing their market appeal and competitiveness.

Moreover, destinations can undertake "Destination Audits," which review existing strategies and offer recommendations for improvement, acting as a dynamic benchmarking tool for continuous enhancement of LGBT+ market strategies. These audits help identify the strengths and gaps in an organization’s current approach, enabling tailored strategies that align with market demands.

The comprehensive "Tourism Toolkit" is another indispensable resource within this initiative, providing access to a wealth of guides and materials designed to support organizational shifts towards inclusivity. This includes resources like the LGBT+ Business Case for Inclusion, which presents tangible economic and social benefits for embracing diversity, as well as guidelines for creating inclusive events and marketing initiatives specifically tuned to engage the LGBT+ community effectively.

These strategies not only cater to the demands of LGBT+ travellers but also promote broader understanding and acceptance across the tourism sector, thereby championing Canada's reputation as a leader in LGBT+ tourism. By fostering a tourism environment where diversity is celebrated, businesses contribute to a more inclusive society which, in turn, attracts a wider array of visitors enhancing economic growth and cultural richness.

Businesses that commit to these initiatives are well-positioned to benefit from the growing interest in domestic tourism among Canadian LGBT+ travellers, who currently show a strong preference for exploring their own country. Moreover, embracing these practices helps ensure that all visitors, regardless of their sexual orientation or gender identity, experience Canada in an affirming and positive manner, paving the way for repeat visits and long-lasting positive impressions.