New Brand for Australia's lead LGBT Tourism body

Published: Comments:

This is an archived copy of an article. It is online for informational purposes only.

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."

GALTA's new consumer platform Visit Gay Australia can be found:

Gay and Lesbian Tourism Australia (GALTA) :
PO Box 1568, Fortitude Valley, QLD 4006, Australia Wide
Gay and Lesbian Tourism Australia (GALTA)
Showing 2 recent articles for this business
Visit Gay Australia website launched at ATE 2016 19 May 2016 | The new website,, is the consumer interface for Gay & Lesbian Tourism Australia (GALTA) and incorporates comprehensive destination information, event details, product listings and an... More information...
Landmark LGBT Tourism event in South Africa 14 April 2016 | An agenda that spans topics ranging from humanitarian achievements to responsible travel and the emerging LGBT millennial traveller will be delivered at a landmark event commencing in Cape Town, South Africa... More information...

comments powered by Disqus

All articles submitted by third parties or written by My Sunshine Coast come under our Disclaimer / Terms of Service