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The First-Ever Market Study into Middle East Gay Travel Unveiled by Out Now at WTM

FOR IMMEDIATE RELEASE -- (OCTOBER 7, 2009, LONDON / TEL AVIV, OUTNOW) -- The first-ever study into gay travel to the Middle East will be unveiled by Out Now at World Travel Market 2009.

Out Now Consulting will reveal the findings of its study into GLBT (gay, lesbian and bisexual and transgender) tourism to Tel Aviv during its session on gay marketing - The Gay Marketing Puzzle - Solved by Out Now at WTM.

In a region not usually associated with GLBT travel, Tel Aviv is now putting in place various strategic steps to develop a campaign that extends its reach and broadens its appeal to lesbians and gay men as a tourism destination.

The gay tourism marketing strategy of Tel Aviv will be discussed, along with the presentation of findings from a gay market research study currently underway, testing the attitudes and opinions of gay consumers in three regions - New York City, UK and Germany - about the prospects of Tel Aviv becoming the new ’hot’ gay travel ticket.

Out Now Consulting Founder and Chief Executive Ian Johnson, along with Tel Aviv City Council Member Yaniv Waizman - who is responsible for the city’s tourism portfolio, will discuss the study and advise delegates on gay marketing strategies.

“We thought it was very important to start our gay market development plans with the best possible insight,” says Waizman. “That is why our first step has to be market research, to discover the current positioning of Tel Aviv in the minds of the gay and lesbian travel audience.”

Johnson said: “Tel Aviv is a destination that many gays and lesbians do not immediately think of when planning their next vacation.”

“Yet as a gay targeted destination, the city has world-class tourism options to offer to gay and lesbian travellers. It is also a city that comes with a lot of history - cultural, religious and political,” Johnson added.

Johnson said the preliminary results reveal a big gap between certain perceptions and reality when it comes to Tel Aviv.

“The early results are quite revealing,” Johnson said. “They show significant divergence between what gay and lesbian people think Tel Aviv is like, compared to a quite different reality on several key points. This new research will make for much better informed strategic marketing decisions for the destination.”

The final report will be unveiled at The Gay Marketing Puzzle - Solved by Out Now at WTM at World Travel Market, ExCel - London at 11am on 11 November 2009.


About World Travel Market

World Travel Market, the premier global event for the travel industry, is the must-attend four-day business-to-business exhibition for the worldwide travel and tourism industry.

Almost 50,000 senior travel industry professionals, government ministers and international press, embark on London’s ExCeL Centre every November to network, negotiate and discover the latest industry opinion and trends at WTM.

WTM, which is celebrating its 30th anniversary in 2009, is the event where the travel industry conducts and concludes its deals. WTM is owned by the world’s leading events organiser Reed Exhibitions (RE), which organizes a portfolio of other travel industry events including Arabian Travel Market and International Luxury Travel Market.

RE holds more than 500 events in 38 countries throughout Americas, Europe, the Middle East and Asia Pacific covering 47 industry sectors including aerospace & aviation, healthcare, manufacturing and sport & recreation.

In 2008 RE, part of the Reed Elsevier group, brought together more than six million industry professionals from around the world generating billions of dollars in business.

About Out Now

Out Now is a team of specialized marketers with high levels of expertise in understanding gay and lesbian customers. Established in 1992 in Australia, Out Now helps companies achieve better results in the gay and lesbian consumer market. In 2001 the firm opened its first European office - Out Now Consulting - in Amsterdam servicing clients across Europe.

The firm now has consultants servicing markets across the world. Out Now’s work in this highly specialized area for almost two decades means that they are now the world’s most experienced specialists in marketing to lesbian and gay customers.

Out Now believe that there is no such thing as a “typical” gay or lesbian person. Diversity is the key to understanding this market. ’Homosexual’ does not equate with ’homogenous’.

Out Now maintains at all times the highest standards of professionalism, ethics and respect in all operations and dealings with the world’s lesbian and gay communities.

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