The removal of Visit Florida’s LGBTQ-focused travel marketing followed several years of Governor Ron DeSantis eliminating protections and safeguards for the state’s gay community. The so-called “Don’t Say Gay” law limits the discussion of sexuality and gender identity in Florida schools, and legislation has also been passed limiting sports participation and bathroom use for transgender individuals. DeSantis also attempted to ban public drag performances (the courts struck it down). As a result, the Human Rights Campaign, the NAACP, and Equality Florida issued a travel advisory warning gay tourists that the state’s laws and policies could put them in danger.
As first reported by NBC News, the erased Visit Florida web pages (which have been saved in the Internet Archive ) declared, “There’s a sense of freedom to Florida’s beaches, the warm weather and the myriad activities — a draw for people of all orientations, but especially appealing to a gay community looking for a sense of belonging and acceptance.”
Over the summer, VisitFlorida.com , the Sunshine State’s official travel and tourism website, quietly deleted its gay travel content. The now-expunged section of the website promoted the state as a friendly destination for LGBTQ+ tourists and culled lists such as “Top 10 Gay Beaches,” “LGBTQ Road Trips,” and “Florida Pride Events Guide.”
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But Florida’s snub of the lucrative LGBTQ+ market — the International Gay and Lesbian Travel Association estimates that the community spends more than $200 billion a year on travel — represents an opportunity for other states to get a bigger slice of the gaycation spending pie. Connecticut isn’t wasting any time going after the market via online ads and a beefed-up website touting its offerings and inclusiveness.
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“We recognized it as an opportunity to do the right thing, not just from a moral standpoint, but from a strategic standpoint,” said Anthony Anthony, Connecticut’s chief marketing officer. “We want to reach people looking for a place where they feel more comfortable vacationing or visiting.”
Anthony said the state’s Office of Tourism is spending $100,000 on a digital advertising campaign targeting LGBTQ+ tourists, adding that the campaign is also intended to appeal to LGBTQ+ Floridians looking to relocate to a more welcoming state.
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A page from the deleted LGBTQ+ travel section of VisitFlorida.com. Handout
“We don’t need more taxes here. We need more taxpayers,” Anthony said. “So this is just one of the ways of doing that, whether that’s people here to visit or people considering living here or making their career here. So that’s why we’re looking at this in a bit more holistic way, going beyond just travel and saying, ‘Hey, consider Connecticut.’”
Connecticut is at a disadvantage compared to Florida as a gay tourism destination. Key West, Miami, Fort Lauderdale, and the Tampa area are popular vacation hotspots attracting millions of visitors. However, Anthony pointed out that what Connecticut may lack in Art Deco architecture, gay bars, and balmy beaches with palm trees, it more than makes up for in its laws and protections.
The organization Out Leadership ranked Connecticut as one of the top states in the country for its LGBTQ+ business climate. Connecticut has also earned perfect scores on the Human Rights Campaign’s Municipal Equality Index, and the Transgender Law Center recognized the state as a leader in transgender health care access. A study from the real estate website Clever named Hartford the second most LGBTQ-friendly city in the country.
Marchers walk through Hartford to celebrate Pride. The state is hoping a new digital campaign will bring in more LGBTQ+ tourists. Visit Connecticut
“I think Connecticut is often forgotten historically in many different ways, and we’re trying to do a lot more across the board to let people know what we stand for and who we are. We not only want to be part of the conversation, but we also want to drive the conversation,” Anthony said. “And LGBTQ tourism, along with laws and protections for that community, is an important part of the conversation here.”
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Connecticut isn’t the only state making moves to woo gay travelers. Shortly after news of Visit Florida’s actions broke, Governor Jared Polis of Colorado took to Facebook and wrote, “Hello, gay tourists! Since Florida doesn’t want you, come on over to explore what Colorado has to offer! In Colorado, we really don’t care about who you date. We just appreciate you supporting our economy and spending money in our great stores and restaurants. And you’ll have a gay old time!”
Illinois Governor J.B. Pritzker posted a video on Instagram also telling LGBTQ+ travelers that if they didn’t feel comfortable visiting Florida, they would be enthusiastically welcomed in his state.
A gathering of Pride in the Hills in Litchfield, Conn. The state is selling itself as a friendly alternative for gay tourism. Visit Connecticut
“Let’s face it, Florida’s decision to disrespect and disavow a whole group of tourists for how they live or who they love is disheartening and raises questions about who’s really welcome in the Sunshine State,” Pritzker said. “Consider this my personal invitation to come enjoy Illinois, where all are welcome.”
A Visit Florida spokeswoman did not respond to a Globe request for comment. After news of the scrubbed LGBTQ+ pages went national, Dana Young, Visit Florida’s chief executive and president, said in a statement, “Our marketing strategy, our materials, and our content must align with the state.”
DeSantis later explained the move at a press conference: “We’re open to all, but we’re not going to be segregating people by these different characteristics.” However, Visit Florida’s website still has landing pages dedicated to Black and Latino travelers.
Christopher Muther can be reached at christopher.muther@globe.com. Follow him @Chris_Muther and Instagram @chris_muther.
Connecticut goes after LBGTQ+ tourists after Florida drops outreach
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