Global openness remains essential

Promoting holidays to the United States has become noticeably more challenging in recent months. The unpredictable policy direction under President Donald Trump has affected not only the country’s image as a travel destination but also shaken confidence in consistent and fair entry procedures. Reports of arbitrary detentions and entry refusals at U.S. borders have unsettled parts of the industry. Even the currently favorable exchange rate offers little relief. At ITB Berlin, just months into Trump’s second term, German tour operators were already oscillating between cautious optimism and early signs of a decline in bookings.

At the same time, businesses and institutions traditionally associated with values such as openness, diversity, and tolerance are increasingly finding themselves under political scrutiny. High-profile brands like Disney have faced mounting criticism over their internal diversity policies and support programs for underrepresented groups.

Shifting messaging and marketing priorities

In some U.S. states, political decision-makers are using their influence over public tourism boards and marketing budgets to scale back or reshape diversity-related initiatives. When leadership at Visit Florida changed recently, the organization removed all LGBTQ+ content from its website—even though Florida has long enjoyed global recognition as a welcoming destination for LGBTQ+ travelers. The importance of this travel segment to the state’s tourism economy appeared not to factor into the decision.

Other brands are adjusting their approach as well. Bud Light, for example, withdrew its sponsorship from the WorldPride Parade in Washington, D.C.—an event that attracts over three million participants worldwide—citing political sensitivities.

Industry observers are beginning to express concern that such developments could set a precedent elsewhere, with other markets following suit—whether for political motives or business calculations. Over time, this could weaken internal diversity commitments and reduce the social engagement efforts of travel brands and tourism organizations.

For Stuart Greif, Executive Vice President of Forbes Travel Guide, the time has come for a wake-up call. The analyst compares the commitment to diversity with the fight against climate change: "When it comes to sustainability and diversity, the wind is now blowing strongly in the opposite direction, even though these are vital areas for the tourism industry. That's why we must continue the commitment of the past. Climate change doesn't stop just because it's no longer at the forefront of politics. And the importance of diversity for tourism doesn't diminish just because some politicians distance themselves from it, “ argues Greif, who sees corporate leaders in particular as having a responsibility:” Board members have a fiduciary responsibility to create a diverse and inclusive culture."

Diversity as a prerequisite for corporate success

Jens Schadendorf, economist and LGBTQ researcher, also sees company management as responsible for the general topic of “diversity, equity, and inclusion.” Especially in light of the events in the US, appropriate measures could help to strengthen and support the affected groups.

However, not all market observers are convinced that developments in the US and the legal trend in many European countries will lead to a widespread reversal of the trend in tourism marketing. “Diversity has been a reality in tourism for a long time. The US government's policy will do little to change that in the long term,” believes Thomas Bömkes, managing director of the consulting and marketing agency Diversity Tourism in Munich. “Even though Visit Florida has discontinued its marketing for LGBTQ vacationers, regional tourism organizations in Florida in places like Key West and Tampa continue to aggressively court these target groups because they are indispensable for business,” says the consultant. The same applies to the diversity of workforces in companies. For hotel chains, airlines, and tour operators, diversity is not a “nice to have,” but an important prerequisite for business success in global competition.

“There will certainly be companies that no longer aggressively showcase the issue in light of current developments. But those who market diversity solely out of opportunism or engage in ‘pink washing’ are not credible anyway,” argues the consultant. Developments such as those in Hungary, where the Orban government has completely banned Gay Pride events, are politically unacceptable and not conducive to LGBTQ tourism in Hungary, but they will not have a major impact on LGBTQ tourism in Europe, according to Bömkes. Developments in other European markets are more decisive.

or important LGBTQ destinations such as Spain, France, the Netherlands, Great Britain, and Germany, the target group approach will remain unchanged. For cities such as London, Paris, Amsterdam, Berlin, and Barcelona, diversity, cosmopolitanism, and the targeted approach to minorities are indispensable components of their tourist image.

Outside of the major cities, however, the situation is less relaxed. In many smaller German cities, especially in the east of the country, Pride events are now under increased police protection. With Christopher Street Days taking place this summer, organizers are warning of violence from the far-right wing and are registering increasing uncertainty among participants. There is also concern that more and more people will stay away from the events for fear of hostility.

Spain sets standards for diversity and accessibility

The example of Spain in particular shows how important the proactive marketing of cosmopolitanism and tolerance can be for the tourism business. Over the past few decades, the country has developed into one of the most LGBTQ-friendly destinations in the world with lasting success. Large Pride festivals in the cities of Barcelona and Madrid, target group events in popular vacation spots such as Ibiza and Gran Canaria, and even a gay ski festival in the Pyrenees have long attracted millions of international visitors to the Iberian Peninsula.

With their active commitment to diversity and openness, Spain's tourism marketers are winning over not only members of the LGBTQ community, but also other minorities, such as people with physical disabilities. "Spain is one of the destinations that is very committed to accessibility and other disability-friendly improvements in tourism. The country has already won numerous awards from the European Union for this," notes Gunta Anca, Vice President of the European Disability Forum based in Riga. The representative of people with disabilities sees many unresolved issues in most countries in this area: an active commitment to diversity could help to achieve better access and rights for these minorities as well. After all, a disability-friendly infrastructure in vacation spots also leads to synergy effects and makes destinations more attractive. “Accessibility is a standard that benefits not only vacationers with disabilities, but everyone,” emphasizes Anca.