Best Practice in Trend in tourism: offers for LGBT community

Winner :
Rainbow Winter Week in Wild Taiga

In the LGBT travel there is a great selection of sun and party destinations available around the world. But there has been a lack of winter venues, which market specifically to the gay community. The privately owned Hotel Kalevala located in the remote Kuhmo, Finland, has seen a rise in the number of individual gay travellers staying the hotel without any targeted marketing to gay clientele. As a result for that hotel had one of the first Rainbow-weeks in Finland in March 2019.

As the week got such a great feedback from European gay travellers, hotel has booked the whole hotel as a private use for LGBT-guests in 1-8 Feb 2020. There are already European and US LGBT tour operator selling the week for their clients.

About 60% of gay travellers decide their travel destination among those who market themselves LGBT-friendly. It is comfortable and safe to travel to a place already identified as LGBT friendly and to seek out other LGBTs abroad. Finland is according Spartacus Gay Travel Index the 4th most LGBTQ-friendly country in the world. At this moment LGBT-travel market is worth over 200 million euros and growing, as LGBT acceptance rises.

Feedback from participants:

Everything was perfect, the activities, the hotel, the staff of the hotel, the meals … And the really beautiful landscapes with these stretches of snow everywhere…

Extremely well organized activities, good equipment, smooth and well thought out planning. Our guide was very present, efficient, happy and courageous.

Excellent quality-price ratio considering the quality of the hotel, the meals, the facilities and the outside people who were with us for the different activities (sauna, husky sledge, fishing, DJ, fortune-teller, farewell dinner)

Product card for 2020 will follow by email.


Ms Jaana Keränen

Sales manager