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I hope the upcoming summer season is shaping up for your business. We are starting to see the return of traditional markets and some newer markets emerging.

Based on research conducted by the Canadian Gay Lesbian Chamber of Commerce (CGLCC), LGBT+ travellers represent a major opportunity in recovery for our Canadian tourism industry, post-pandemic. They outspend their mainstream counterparts at 7x the average trip expense and rebound faster after industry shocks, being among the first segment to recover or travel post-9/11 and SARS.  LGBT+ tourism is a priority of the Ontario Ministry of Heritage, Sport, Tourism and Culture Industries and RTO 12.  RTO 12 is committed to developing and marketing LGBT+ travel to the region. 

There is North American case study research on what makes successful LGBT+ tourism strategies, and it has identified four key categories for destinations to consider when pursuing LGBT+ market-readiness:
  • Engaged local community
  • Unique products and experiences
  • Dedicated investment and planning
  • Targeted marketing and promotions
A work plan has been developed for Ontario with several steps required to further develop LGBT+ tourism products across the province.  This phase of the work plan involves engaging tourism operators in the region to get an understanding of the LGBT+ friendly businesses that are market-ready or in the development stage.

This short survey (which should take less than five minutes to complete) is intended to gauge interest in the LGBT+ market and to take interested businesses further into the market development phase. 

Could you kindly complete this survey by April 20th.

Thanks very much,

RTO 12

Executive Director,
James Murphy

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* 1. Contact Information

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* 2. We are an LGBT+ friendly business and have measures in place to work with this market.

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* 3. If you answered the above question with 'LGBT+ is not a market we are interested in pursuing at this time', can we contact you again in 6 months time to see if your interest has changed?

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* 4. Please describe any LGBT+measures that you have in place for your business.  Eg. marketing/promotion, products/packages/events, procedures and policies, staff training etc.

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* 5. The next step is to look at your business a little more closely.  We have a second questionnaire that delves deeper into your initiatives and also aligns to the CGLCC Rainbow Registered program.

Would you like to receive this next questionnaire (about 10 minutes to complete)?

If you answered ‘yes’ to the question of completing the second questionnaire, a link to the questionnaire will be sent to the email address you provided above.

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* 6. If you have questions, comments or anything you would like to share with us, please enter here.

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* 7. Please be advised that completed surveys are stored by Destination Northern Ontario (DNO) and Survey Monkey.

Your business/personal information is protected under Personal Information Protection and Electronic Documents Act (PIPEDA) with survey results kept confidential and only shared within DNO, Canada's LGBT+ Chamber of Commerce (CGLCC) as a project partner, and your Regional Tourism Organization (RTO) for the primary purpose of expanding LGBT+ friendly businesses in your region. 

Collective responses may be used for product development, training and workforce development.  For any questions, please contact Karen Peacock, Senior Coordinator, Workforce Development & Industry Training (Tourism Excellence North) at

Thank you for completing this survey. 

For any questions or concerns please contact Eva Gutsche, Project Manager, at
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