Why diversity in tourism matters now more than ever

With Pride Season underway, Berlin is once again taking centre stage for the international LGBTQ+ community. At the same time, the issue of diversity and inclusion is becoming increasingly important for global tourism. This is because travellers are paying greater attention to how openly, safely and credibly destinations and tourism companies are positioning themselves.

In this interview, Thomas Bömkes, Managing Director of the Munich-based consulting and marketing agency Diversity Tourism, discusses the role Pride plays for destinations, how LGBTQ+ travellers’ expectations are changing, and why diversity has long since become a key competitive factor.

Following International Pride Month in June, the focus is now on Pride Season in Berlin. How significant are these events for bringing diversity and inclusion to the fore, and what is their impact on destinations and the tourism industry?

Pride Month raises awareness of the LGBTQ+ community and brings diversity and inclusion to life in the public eye. It promotes social dialogue, breaks down prejudices and fosters acceptance and mutual respect.

For destinations, this period offers an opportunity to position themselves as cosmopolitan, non-discriminatory and inclusive. A credible commitment to diversity enhances their appeal to international visitors – particularly LGBTQ+ travellers and anyone who values openness and social responsibility.

At the same time, Pride events act as a boost for a destination’s image and a magnet for visitors. They generate additional tourist demand and encourage more inclusive travel products, for example through non-discriminatory messaging and diversity-sensitive training measures.

Crucially, however, diversity must not be confined to a single month of events. Authenticity has now become more important than ever. Anyone communicating diversity merely symbolically risks ‘rainbow washing’. With its Pride Season, Berlin impressively demonstrates how diversity can become an integral part of a destination’s tourism identity.

In the long term, these events help to promote an inclusive travel experience for everyone and further develop tourism as an open, diverse and forward-looking sector.

The LGBTQ Risk Map 2026 shows that the safety and legal situation is deteriorating for LGBTQ+ travellers in many parts of the world. What impact does this have on travel planning, destination marketing and the responsibility of the tourism industry?

Safety and social acceptance now play a greater role than ever for LGBTQ+ travellers. Many of them closely research the legal situation and potential risk of discrimination before travelling.

Destinations offering an open and safe environment gain visitors’ trust. In destination marketing, it is crucial to communicate inclusion in a credible manner. Authenticity is key – ‘rainbow washing’ can cause lasting damage to their trustworthiness.

Tourism companies have a responsibility to create a discrimination-free visitor experience – from booking right through to departure. This includes trained staff, inclusive language and transparent information about the local situation. At the same time, marketing initiatives must take the interests of local LGBTQ+ communities into account and not jeopardise them.

In the long term, diversity, safety and social responsibility are becoming key quality indicators of successful destinations.

How have LGBTQ+ travellers’ needs and expectations changed in recent years? What trends will shape LGBTQ+ tourism in the future?

LGBTQ+ travellers today expect far more than social acceptance. They want an authentically inclusive and discrimination-free travel experience. Diversity should be integral to tourism products and be reflected in marketing, messaging and visitor services.

Safety and social acceptance have become key decision-making criteria. At the same time, personalised products are gaining in importance, as the LGBTQ+ community is a diverse audience.

Authentic recommendations on social media are influencing travel decisions more than ever. In future, sustainability and inclusion will be increasingly regarded as a whole, while year-round visible diversity, multi-faceted imagery and collaboration with local communities will continue to grow in importance.

LGBTQ+ tourism is increasingly evolving from a niche market into a hallmark of quality for modern, internationally competitive destinations.

What role do international industry platforms such as ITB Berlin play in highlighting best practices and encouraging dialogue on inclusive tourism?

International industry platforms such as ITB Berlin are key drivers of dialogue on diversity and inclusion. They provide a global stage for best practices and success stories from destinations and companies worldwide.

Dialogue between destinations, tour operators, the hospitality sector, associations and community organisations fosters knowledge transfer and international cooperation. At the same time, formats and events such as the LGBTQ+ Tourism Stage and the ITB Diversity Gala raise awareness of these issues.

ITB Berlin demonstrates that inclusion is not a niche topic, but a strategic factor for the future success of tourism. Such platforms foster international dialogue and help to further develop common standards for diverse, safe and forward-looking tourism.

The LGBTQ+ Tourism segment at ITB Berlin

The LGBTQ+ Tourism segment at ITB Berlin provides an international platform for dialogue, knowledge transfer and networking centred on inclusive tourism. With the LGBTQ+ Tourism Pavilion – organised in collaboration with Diversity Tourism GmbH – specialist sessions, networking events and the ITB Diversity Gala, the World’s Leading Travel Trade Show brings together destinations, companies, associations and community organisations, and highlights best practices from around the world.

Find out more about the LGBTQ+ Tourism segment at ITB Berlin and help shape the future of diverse and inclusive tourism.