Gay Market Research Findings For Argentina Released - World’s Largest Global LGBT Study


Gay Market Research Findings For Argentina Released  - World's Largest Global Study

- Out Now Consulting releases LGBT market research results covering seven countries in Latin America, and including Argentina for the very first time
- Argentina's gay community account for USD$27.9 billion annual income
- Full, comprehensive data report for Argentina made available from today - at no charge

SÃO PAULO, BRAZIL (OUTNOW) -- JULY 12, 2011 -- The world's largest ever research study into lesbian, gay, bisexual and transgender (LGBT) people today released the full data findings from the most comprehensive ever Argentinian gay and lesbian market.

The LGBT2020 study is from the leading international LGBT marketing agency - Out Now - and is part of a ten year project covering over 25 countries in 10 languages around the world - and across the Latin American region.

Argentina's LGBT population represent a lucrative opportunity for potential companies, organizations and many industries, including the tourism industry as it looks to access the burgeoning South American market for leisure travel across the region.

1. Travel data

The LGBT2020 study gives the most complete picture of the LGBT travel market potential in Argentina to date.

With 61% of all LGBT Argentinians having indicated that they have taken at least one flight for leisure purposes in the last 12 months, the value of this market quickly adds up.

Outbound tourism market potential from Argentina is strong: 68% of all LGBT Argentinians hold a valid passport.
Seven in ten respondents (69%) try to stay only in accommodations that are genuinely 'gay-welcoming'.

More than one in three (37%) respondents use online bookings direct with a hotel's website when they travel, and a further 22% book by telephone direct with the hotel they want to stay with. 28% book through an online mainstream travel agent or tour operator website (15%) or via a retail store of a mainstream agent (13%).

The popularity of booking flights direct with the airline online was also another stand out factor from the research (45% of respondents choose this method),  and a mainstream travel agent's website was the preferred booking method for almost 18% of Argentina's LGBT market.

When they travel on vacation, as well as LGBT nightlife, respondents also ranked local history, cuisine, art galleries, museums, walking and hiking, theatre and beaches as high on their list of priorities.

Darren Cooper, Senior Consultant at Out Now said: "While the LGBT community in Argentina are part of a global market, there are marked differences across different regions and countries which have been revealed by Out Now's LGBT2020 research. Media usage, booking channels and preferred payment methods can all vary from country to country, and therefore this new market research data for Argentina is of immense value to Argentina's tourism sector - as well as many other industries. Out Now is delighted to make the full comprehensive data report for Argentina available at no charge this month to celebrate the first anniversary of gay marriage in Argentina. To request a free report, people can fill in the form at ."

This detailed Argentina LGBT market data report is normally valued at USD$2500 and is available free from Out Now, until July 31, 2011.
Visit .

Most Popular International Destinations for LGBT Argentinian Travelers:

Ranking USA Cities European Cities Countries Africa / LatAm / Caribbean Cities Australian / Asian Cities
1 New York Paris Spain Rio de Janeiro Sydney
2 San Francisco London Brazil Cancún Tokyo
3 LA/West Hollywood Barcelona France São Paulo Hong Kong
4 Miami Madrid USA Punte del Este Beijing
5 Chicago Rome Greece Buenos Aires Melbourne
6 Washington Amsterdam England Florianópolis Auckland
7 Toronto Venice Italy Mexico City Singapore
8 Las Vegas Berlin Mexico Cuzco Bangkok
9 Boston Vienna Australia Cape Town Tel Aviv
10 Vancouver Munich Holland Puerto Vallarta Gold Coast


According to Erik Hovenga-Diaz, Founder of Latin America's first travel information centre - Pink Point Buenos Aires - the results are very important for the development of tourism right across the Latin American region.

"The Out Now Global LGBT2020 Study is a major resource for the development of tourism in Latin America," says Mr Hovenga-Diaz. "There is no other research in the world that contains so much credible market research data - and with the authority of a research program that is already two decades old. Pink Point is very pleased to be one of the LGBT2020 partners in the Latin American region."

2. General data

The LGBT population of Argentina - estimated by Out Now as being 6% of the adult population is made up of 1.9 million gay and lesbian Argentina consumers - who in 2010 accounted for USD$27.9 billion of income - making this one of the most lucrative markets in Latin America for companies selling a diverse range of goods and services.

Being able to be completely open with others regarding their sexuality though is still a major hurdle for most respondents.

65% of Argentina's LGBT population are not out to everyone at their workplace, and a further 33% think that doing so would definitely harm their careers if they did come out as LGB or T.

22% of LGBT Argentinians suffered harassment in their place of work in 2010, and more than 1 in 10 (11%) were refused goods or services, because of their sexual orientation.

In 2010, gay marriage laws were approved by the Argentinian Senate, which were a great leap forward for the region - and made Argentina the first country to legalize gay marriage in Latin America.

The opportunity for companies and destinations in the region to offer credible gay and lesbian honeymoon packages is clear.

68% of respondents to the LGBT2020 study expressed their romantic intentions by saying that they hope to take advantage of their country's new gay marriage laws - yet only 52% percent are out to their entire family, meaning many LGBT people could feel unable to invite their own family members to their marriages.

60% of the people surveyed said that they also wished to become parents in the future.

The 'Out Now Global LGBT2020 Study' is a ten year program of research and is the world's most comprehensive LGBT research project.

In 2011 the study is sampling gays, lesbians, bisexuals and transgender people in 10 languages from 25 countries on 6 continents on many aspects of their lives. From LGBT travel and tourism patterns, lifestyle habits, consumer expenditure, incomes, spending, discrimination and entertainment preferences - the LGBT2020 project is a groundbreaking project from Out Now.

Out Now will work with lesbian and gay groups and other organizations to assure the widest possible sample reach. Out Now is working with LGBT community groups and organizations, media partners and social networks to provide the broadest possible sample from the LGBT2020 research study.

In 2010 almost 40,000 respondents from around the world participated in the LGBT2020 study. The LGBT2020 Study enjoys strong support from industry with sponsors including Lloyds TSB Banking Group, Delta Air Lines, Turespaña and German National Tourist Office.

Countries sampled in 2011 for the LGBT2020 research report now include: Argentina, Australia, Austria, Brazil, Canada, Chile, Ecuador, Estonia, France, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Netherlands, Peru, Poland, Portugal, Spain, South Africa, United Kingdom, United States, Uruguay.


Ian Johnson, CEO, Out Now
São Paulo, Brazil
Telephone: +55-11-3042 3507
info (at)

About Out Now

Established in 1992, Out Now has for two decades been relied upon by many of the world's leading brands, organizations and tourism bodies for specialized insight and expertise.

Working in more than 25 countries around the globe, Out Now is the international local specialist LGBT marketing agency in each of the markets in which it operates. Services include research, training, strategy and communications.

Out Now clients include German National Tourist Office, TUI, Lufthansa, Berlin Tourism Marketing, Vienna Tourist Board, Visit Manchester, Stockholm Visitors Board, HotelREZ and many non-travel industry clients including IBM, Toyota, Citibank and Lloyds TSB Banking Group.

Out Now is the creator of the world's leading tourism industry training and certification program GayComfort which is relied upon by the world's leading destinations to deliver genuinely gay-welcoming levels of customer service in locations around the globe.

More information is available at and and