VisitBritain is to tone down its overt sexual advertising to potential gay holidaymakers, after research found the market was turned off by the stereotypical portrayal.
The original advertising for countries including the USA, France and Germany, had used images of semi-clad men and Kylie Minogue to promote the UK’s gay scene, focusing on areas such as Brighton and Manchester.
However, according to the Daily Telegraph, the study found that gay couples were more likely to visit areas of national interest such as the Lake District.
The research found: “Gays and lesbians are not going to Britain because they might see other gays and lesbian, their motivations and triggers are similar to those of other travellers. They consider Britain a sophisticated, worldly destination and want to see it portrayed as such. They do not want it presented in a cheesy way.”
VisitBritain will be changing their advertising to feature situations like same sex couples enjoying country walks or traditional British images such as Buckingham Palace guards dressed in the rainbow colours of the gay pride movement.
Robert Harkavy, managing director and founder of Respect Holidays welcomed the move. He said: “The gay market, especially relating to travel has come of age. It has outgrown unsubtle, in-your-face advertising.”
By Emily Manson
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Published by: The Caterer