Canada's gay-friendly image worth $1B
The Supreme Court's same-sex ruling could
attract
gay and lesbian tourists.
RITA TRICHUR, CP The London Free Press from the Web, December 13, 2004
TORONTO -- The Supreme Court's same-sex ruling has "branded" Canada a gay-friendly destination, which could be an economic boon for Canada's embattled tourism industry, says the Canadian Gay and Lesbian Chamber of Commerce.
Co-founder Bruce McDonald estimates that our "new international image" could draw more than $1 billion over the next three years as the chamber works with governments and businesses to market Canada as a pro-gay destination.
"After 9/11, SARS and mad cow, this could be a potential comeback for people in the hospitality and tourism industry if they are ready to greet these tourists who've now found a destination they want to visit and experience -- or to get married."
That $1-billion estimate is just the tip of the iceberg, McDonald says, adding that projection is based on what just Toronto, Montreal and Vancouver stand to gain from the same-sex marriage business.
However, getting hitched isn't the only reason gay tourists travel to Canada, he adds, noting even larger numbers seek entertainment, sports, leisure and northern adventures.
Canada's various "gay pride" events are also credited for attracting the lion's share of gay tourism dollars.
Toronto's Gay Pride parade week pumped about $60 million into the city's economy in 2004, with about one million people alone attending the main event.
Other Canadian cities, such as Montreal and Vancouver, also pad their coffers with "pride" profits estimated at $40 million and $23 million, respectively.
With the American gay travel market alone worth about $54 billion US, McDonald says Canada needs to strike while the iron is hot.
Loren Christie, sales manager with Toronto's Sheraton Centre, says his hotel is just one of many businesses exploring the potential of the gay and lesbian market.
"If you look at the market research, the gay and lesbian individual is somebody that has a little more disposable income.
In some cases, they may not have kids, so they have more money to spend," said Christie.
"It is also a group that travels and they like to travel well."
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