Sonders & Beach is bringing these insights to life by certifying destinations, hotels, and events – ensuring Pride travellers can enjoy verified inclusive and sustainable travel experiences across Europe and beyond.
Key findings include:
- Pride Planning Starts Early: Searches for Athens, Brussels, and Rome spiked around Valentine’s Day, suggesting it may act as a key emotional trigger. Brussels, in particular, showed early planning behaviour – valuable insight for marketers looking to capture interest from this audience in advance.
- Long-Haul, Solo & Leisure-Led: Over 45% of Pride travel involved long-haul trips (4,800+ km), with 58% of travellers booking solo and primarily for leisure—though “bleisure” travel sees a noticeable rise ahead of parade weekends.
- Where They’re Coming From: Western Europe (35%) just edges out North America (33%) in total volume, but the USA (28%) remains the single largest feeder country, followed by Brazil (7%) and Spain (5%). New York, London, and Los Angeles lead by metro.
- World Pride Watch: While Copenhagen (2021) and Sydney (2023) triggered clear travel surges, Washington D.C.’s 2025 edition has shown more modest momentum—potentially reflecting broader geopolitical concerns or a shift in traveller priorities toward cost, proximity, or local programming over attending the ‘biggest’ global Pride.
- As Pride travellers seek not just celebration but meaningful, inclusive experiences, brands that proactively invest in authentic engagement stand to gain. With new EU regulations emphasising social sustainability – and LGBTQ+ rights globally under scrutinity – ELTA is working with partners to not only harness these trends for Pride Month, but to shape the future of inclusive tourism.
- With the LGBTQ+ tourism market valued at $357b. in 2025, these insights offer critical guidance for destinations, travel brands, and marketers looking to connect authentically with Pride travellers.
Tags: European LGBTQ+ Travel Alliance (ELTA)
