NEW YORK -- One European tourist board that has been very active in
the gay and lesbian market is the British Tourist Authority (BTA),
which launched its first gay marketing campaign in the fall of 1997
and maintains an annual budget of more than $500,000 for selling
gay and lesbian travel to the U.S. market.
The BTA also has a Web site, Gaybritain.org, and a toll-free
line, (877) UK-RAINBOW, dedicated to gay travel.
"We are not treating this as a marginal exercise," said Louise
Bryce, the BTA's director, western U.S. and campaign manager for
the gay market nationwide.
"It's a significant part of our brand strategy in the U.S.
Bryce said that 100,000 copies of the 28-page Britain: Inside
& Out were printed last year, and that 80,000 copies of the
BTA's fourth stand-alone gay brochure will be printed this
Some resources are being shifted from the brochure to the
Gaybritain.org Web site, which is being revamped to be more
The BTA also initiated the Sizzling Cities -- Gay Capitals of
the World Roadshow, a collaboration with other national tourist
offices -- which in Europe has included France, Germany and the
Netherlands -- and a dozen supporting suppliers.
The show will make its third annual U.S. tour of six cities this
November and has an average attendance of 45 agents per dinner.
The U.K. has several cities outside London with a vibrant gay
life, Bryce said, citing England's Manchester and Brighton and
Scotland's Glasgow and Edinburgh.
In March 2000, the BTA ran a direct-mail campaign to 15,000 gay
travelers focused on Manchester.
"We're fortunate to have four or five cities that we know gay
American visitors can have a good time in," Bryce said.
British Tourist Authority
Mairead Linneen, marketing executive, gay trade activities
Phone: (310) 470-2782, Ext. 23
Fax: (310) 470-8549
E-mail: [email protected]