Tourism

Despite Bolsonaro, Brazil is one of the world’s top LGBTQ tourism destinations

“Brazil can’t be the country of gay tourism,” said President Jair Bolsonaro during a meeting with journalists last month. “We have families here.”

Well, Mr. President, that ship is sailed.

According to Gaydar Nation, an LGBTQ-related website created by consultancy firm QSoft, Brazil is one of the top 10 spots for LGBTQ tourism. The country hosts a plethora of events marketed directly at the community, including several New Year and Carnival parties.

Brazil has no less than 180 pride parades every year—with São Paulo’s event alone attracting roughly 3 million tourists and generating over BRL 190 million in revenue for the city every June. Brazil’s worldwide image as a gay-friendly destination has pushed LGBTQ tourism up by 11 percent in 2017—as opposed to a 3.5-percent overall growth for the industry. Every year, there is potentially BRL 420 billion in “pink money”—the term used to refer to the purchasing power of the LGBTQ community— circulating around the country, according to Out Leadership, an international association of companies that develops initiatives for the LGBTQ population.

Same-sex couples are disproportionately DINKs— “double income, no kids”—and LGBTQ tourists spend an average of three times more per capita than their heterosexual counterparts. They travel an average of four times per year and spend twice as long on vacation than is standard. According to data from the U.S. Department of State, 87 percent of this population use travel agencies to plan and execute their trips.

Entrepreneur Fernando Sandes is one of those targeting the segment, having founded LGBTQ entertainment startup Viajay. “When you build a business, you have to research if the market is there. In the case of gay tourism in Brazil, it is.” Traditional brands have taken notice—and are looking for partners to directly cater to this audience. Viajay, for example, has teamed up with Global Study—an agency providing study-abroad experiences—to launch a program focused on providing safe housing for LGBTQ students.

Meanwhile, clothes store Renner and cosmetics giants Natura and O Boticário are examples of market leaders who have independently launched gay-friendly campaigns.