09/08/2026
In May 2026, Destinations International and IGLTA released Why Values Matter: A Destination Guide to LGBTQ+ Travelers — a genuinely strong, research-backed framework built on Valuegraphics work with more than 1,800 LGBTQ+ travelers, organized around three power values: Harmony, Health & Well-Being, and Balance. It's free, it's good, and it just landed in front of 800+ member destinations. Here's the part that keeps me up at night: step one of the five-step framework is "strengthen marketing representation" — which quietly assumes you have somewhere to run that marketing. Most destinations don't. Meta removed sexual-orientation interest targeting in 2022, and Google's ad policy names "gay travel" as a category where you can't even use your own customer list. So we now have a market where LGBTQ+ travel strategy is abundant and free, while channel access is scarce and getting scarcer. Matt Skallerud of Pink Media on the ex*****on gap between the playbook and the media plan — and the five things a destination has to build to close it.
https://pinkmedia.lgbt/blog/dmo-lgbtq-strategy-ex*****on-gap-2026.html