Australia's lead LGBT travel body, Gay and Lesbian Tourism Australia (GALTA), has unveiled a fresh new face for the organisation, along with a revitalised consumer brand and marketing focus, that it says will help restore Australia as a first choice holiday destination for both domestic and international visitors.
Launched to key tourism players today at Melbourne's iconic Tolarno Hotel in St Kilda as part of the city's Midsumma Festival, the new direction is led by a renewed consumer brand, Visit Gay Australia, reflecting GALTA's commitment to promote Australia as a must-see destination.
GALTA President Rod Stringer said the rebrand is part of his organisation's push to connect gay and lesbian travellers from around the world with the range of quality tourism experiences offered by its members.
"We've seen other global destinations increase visitation from the LGBT market in recent years and Australia needs to remain active in marketing directly to these consumers to be competitive.
This is a key role for GALTA, in partnership with state and national tourism bodies, and a first step for us was to create a much stronger consumer platform."
"The new look and feel of our corporate and consumer brand reflects a professional, friendly and distinctly Australian personality and the launch of Visit Gay Australia, in particular, gives us a central position to more effectively promote our members to LGBT travellers."
Visit Gay Australia will initially be activated via social media and digital activities with handles established across Facebook, Instagram and Twitter, and a new website to be launched next month.
Mr Stringer said that the decision to lead with Visit Gay Australia was to provide a strong invitation, in line with the approach of other tourism bodies such as Tourism Victoria's Visit Victoria consumer platform.
"We felt it was important to align with this approach and the decision to position this as gay Australia is intended to embrace the diversity of our audience in a unified way that will be given depth across our various marketing activities.
Our new website, which will be launched in Sydney next month during Mardi Gras, has travel content tailored to families, lesbian travellers and gay men and will be regularly refreshed with travel blogs and direct feeds from our social media pages to ensure fresh and diverse holiday inspiration."