Spain to Seduce the ‘Pink’ Market in SE Asia
SINGAPORE – The National Tourist Office of Spain has launched an online campaign in a bid to reach out to the gay market within the South-East Asian region, specifically in Singapore.
Spain will work with Fridae.com, which has been ranked as the No.1 most visited gay and lesbian website in Singapore.
“Working with Fridae allows us to hit the pink market in a subtle manner. Although, the general community behaviour towards the pink market in South-East Asia is quite lax, it still sometimes remains a taboo subject,†said Enrique Ruiz de Lera, director of NTO Spain, SE Asia, Australia, New Zealand and India.
“Yet, this is a huge niche market that cannot be ignored.â€
Spain’s advertisements targeting the gay market went live on Fridae.com this week.
Spain’s better known gay areas and cities such as Barcelona, Madrid, Sitges and Ibiza have been featured in Fridae’s city guides – the first European country gay guide on the website.
“Fridae is very enthusiastic about working with Tour Spain to promote Spain as a destination of choice for the Asian gay and lesbian traveler,†said Stuart Koe, CEO of Fridae.
“Gays and lesbians are known to be avid travelers, and based on Fridae’s research data, spend more than four times per capita compared to the average tourist.
“Spain, with its rich cultural and design heritage and gay-friendly society, is a perfect holiday choice,â€Koe added.
According to a recent US study conducted by Community Marketing, one of the world’s leading consultants on the sector, gay tourism practitioners spend US$64 billion a year on travel
Community Marketing found that for every one dollar that was invested in marketing gay tourism, at least $150 was made in return of investment due to the direct spending in shops, hotels, restaurants and other attractions.
“Spain is one of the friendliest and most hospitable countries in the world, and that goes for every visitor, including the gay community.†says Ruiz de Lera,
Ian Jarrett
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