Along with Oriol Pàmies, the founder of Queer Destinations, we experienced a monumental achievement as Primavera Sound Barcelona became the world’s first Queer Destinations Committed festival. Over several days, Pàmies joined attendees in enjoying a stellar musical lineup and fantastic stages, all within a vibrant, diverse, and inclusive atmosphere championed by Queer Destinations. This historic event exemplifies Queer Destinations’ vision and the strong partnership with Primavera Sound, reinforcing the importance of creating safe and supportive environments for the LGBTQ+ community.

The festival may stand as one of the most inclusive events ever experienced. Upon entering the festival grounds, attendees were greeted by a prominent sign declaring: “Primavera Sound Barcelona, THE FIRST FESTIVAL COMMITTED TO DIVERSITY AND INCLUSION.” This powerful message, brought to life by Queer Destinations, promised an unforgettable experience for all attendees.

• Both entities will help facilitate the adoption of business practices that respect both the environment and human diversity.
• The work of both teams will help businesses and tourist destinations to fulfill the United Nations’ Sustainable Development Goals, offering a mutual benefit for the organizations involved and society as a whole.

In a significant push towards sustainability and inclusion in the tourism sector, Biosphere, the international reference in sustainability certification based on the structure of the Sustainable Development Goals and targets set by the United Nations, and its innovative global platform for identifying sustainable consumption alternatives, has announced its alliance with Queer Destinations, a prominent entity in LGBTQ+ tourism, recognized for its work in creating inclusive tourist spaces. Together, they are committed to promoting  and  facilitating  the  adoption  of  business  practices  that  respect  both  the environment and human diversity.

Coinciding  with  FITUR  in  Madrid,  the  two  organizations  have  highlighted their shared commitment to creating a more inclusive, fair, and sustainable tourism. Biosphere continues its work to integrate sustainability at the core of tourist destination activities, companies, and  consumers, relying on the 17 SDGs and their 169 targets. On the other side of this alliance, Queer Destinations, a leading company in the LGBTQ+ segment, whose distinction is  recognized  by  the  IGLTA  (International  LGBTQ+  Tourism  Association),  brings  its expertise in team training and talent, and the creation of safe and inclusive destinations that have  already  extended  to  countries  such as Spain, Mexico, the United States, Germany, Belgium, or the Netherlands. In this synergy, the participating entities will have a greater capacity to develop ethical and holistic business models.

This innovative agreement, sealed during one of the most prominent events in the global tourism industry in Madrid, aims to lay the groundwork for tangible transformation in the global tourism industry, positioning sustainability and LGBTQ+ inclusion as essential pillars of the industry.

After their meeting and agreement, which involved the participation of Patricio Azcárate (CEO of Biosphere) and Roberto Álvarez (CEO of Satour Tourism Consultancy and Delegate of Biosphere Andalucía), Edgar Weggelaar, CEO of Queer Destinations, commented: “We are ready  to  embark  on  this  transformative  journey  hand  in  hand  with  Biosphere.  This collaboration symbolizes a crucial advancement in our mission to create tourist experiences that  celebrate  diversity  and  promote  positive  environmental  impact.  Together,  we  will empower  businesses  to  authentically  commit  to diversity and continue to improve their sustainable practices, fostering a global community committed to respect and environmental conservation.”

In the words of Patricio Azcárate, CEO of Biosphere, “This alliance reinforces the power of collaboration   and  consensus  among  organizations  that  advocate  for  an  increasingly sustainable world. As a cornerstone of sustainability for any business model and destination, beyond environmental aspects, the inclusion, diversity, and equality of people are essential. Hand in hand with Queer Destinations, we achieve harmonizing the language of this great pillar  and  providing  our  large  community  with  the  most  inclusive methodology, always connected to the UN’s Sustainable Development Goals and targets.”

With  this  agreement,  the  aim  is  to  provide  companies  with  the  necessary  tools  and knowledge  to  implement  sustainability  and  diversity  and  inclusion  actions  thanks  to Biosphere’s certification and the ‘Queer Destinations Committed’ distinction, with which the company  positions  itself  as  the  bridge  that  connects  governments,  destinations,  and international companies with the LGBTQ+ community, a tourist segment that, according to sources from the World Tourism Organization, could account for up to 180 million annual tourists. A figure that could increase in a context where more and more people identify as part of the community, moving from 4% of the boomer generation to 16% of the Z generation according to Ipsos data in 2023.

• El  evento,  organizado  por  la  Dirección  General  de  Mercado  Interior, Industria, Emprendimiento  y  Pymes  de  la  Comisión  Europea,  trató  la implementación del plan Transition Pathway for Tourism.

• Oriol Pamiès y Edgar Weggelaar, fundador y CEO de Queer Destinations, abordaron la importancia de la transición hacia un turismo más verde y más acorde a la era digital, pero también más inclusivo y respetuoso.

• The event, organized by the European Commission’s Directorate-General for Internal Market, Industry, Entrepreneurship & SMEs (DG GROW), discussed the implementation of the Transition Pathway for Tourism plan.

• Oriol Pamiès and Edgar Weggelaar, founder and CEO of Queer Destinations, addressed the importance of the green and digital transition of the tourism ecosystem, but also the need to make it more inclusive and respectful.

• La capital se fortalece como destino turístico con oferta especializada para visitantes LGBTQ+

• Se trabaja en el diseño de una Estrategia Nacional de Turismo para este segmento

• Primavera Sound will become the first festival organiser globally to work towards this quality label for the LGBTQ+ segment.

• The collaboration comes a week after the festival participated in Think Plus, the Think Tank of the LGTBIQ+ Chamber of Commerce of Catalonia, on new models of diverse tourism.

Primavera Sound and Queer Destinations have signed a collaboration agreement, within the framework of the celebration of LGBTI Pride in Barcelona, with the aim of becoming the first festival at a global level to obtain the Queer Destinations Committed distinction.

The ‘Queer Destinations Committed’ label is the internationally recognised standard that allows companies to show their commitment and welcome the LGBTQ+ segment in an optimal way. The seal has a presence in over 12 countries around the world and has as its main requirement a process of awareness and training for 100% of employees and collaborators using a digital educational programme called “Hospitality meets diversity”.

In the words of Queer Destinations, “Primavera Sound has been a pioneer in the defence of its values such as sustainability, gender parity and diversity with programmes such as Nobody is Normal,” which is why they wanted to recognise the work of the festival. With this alliance, they seek to go a step further by becoming an international standard for welcoming anyone. In Spain, an international agreement has been signed with the Minister of Industry, Trade and Tourism, Reyes Maroto, to promote this segment at a national and international level, a plan that will allow Primavera Sound to promote the essence of Barcelona around the world.

Alfonso Lanza, director of Primavera Sound, expressed his gratitude for this recognition that “highlights the commitment that the festival has had for years with its audience, in this case and especially with the LGTBI community”. The fact that labels such as Queer Destinations value Primavera Sound as an inclusive and diverse space is “an honour, as the festival is not in itself an event aimed exclusively at the community and therefore, we consider that the fact that companies and associations in the sector value us so positively has an added merit”.

Oriol Pàmies, founder of Queer Destinations, commented that “We celebrate the commitment to safety and excellence in the treatment of the LGBTI segment in the world of leisure, especially doing it hand in hand with a company that always defends its values”. At the recent editions of Primavera Sound Barcelona and Madrid, Queer Destinations carried out the first audit that will serves as a foundation for the development of the educational programme that will include all possible interactions of the festivalgoers with any staff of the festival’s organisation. The implementation of the programme will be carried out globally starting with the editions Porto, São Paulo, Bogotá and Asunción at the end of 2023.

This recognition comes a week after Primavera Sound participated in aother edition of Think Plus, the think tank of the Chamber of Commerce LGTBIQ+ of Catalonia. This was a special meeting in the calendar of the Chamber, as it took place within the framework of the celebration of Pride in Barcelona, and its central theme was the discussion on “New models of LGTBIQ+ tourism”.

In an increasingly diverse society, the collective finds new reasons to travel to other destinations such as music festivals, cultural or sporting events. The Chamber wanted to draw on the experience of Primavera Sound to answer questions about what kind of attractions a destination needs to have to attract the LGTBI community, highlighting once again the festival’s commitment to celebrating music, but also diversity and inclusion.

• Primavera Sound se convertirá en la primera organizadora de festivales a nivel global en trabajar para obtener este distintivo de calidad para el segmento LGBTQ+
• El acuerdo llega una semana después que el festival participara en Think Plus, el Think Tank de la Cambra LGTBIQ+ de Catalunya, sobre nuevos modelos de turismo diverso

Primavera Sound y Queer Destinations han firmado un acuerdo de colaboración, en el marco de la celebración del Orgullo LGBTI en Barcelona, con el fin de convertirse en el primer festival a nivel global en obtener la distinción Queer Destinations Committed.

El distintivo ‘Queer Destinations Committed’ es la norma reconocida internacionalmente que permite a las empresas demostrar su compromiso y recibir al segmento LGBTQ+ de manera óptima. El sello tiene presencia en más de 12 países alrededor del mundo y cuenta como principal requisito un proceso de sensibilización y formación al 100% de trabajadores y colaboradores utilizando una programa educacional digital llamado “Hospitality meets diversity”.

En palabras de Queer Destinations, “Primavera Sound ha sido pionero en la defensa de sus valores como la sostenibilidad, la paridad de género o la diversidad con programas como Nobody is Normal,” motivo por el cual han querido reconocer el trabajo del festival. Con esta alianza, buscan dar un paso más allá convirtiéndose en un estándar internacional para poder dar la bienvenida a cualquier persona. En España se ha firmado se un convenio internacional con la ministra de Industria, Comercio y Turismo, Reyes Maroto, para promover este segmento a nivel nacional e internacional, plan que con esta firma permitirá a Primavera Sound promover la esencia de Barcelona alrededor del mundo.

Alfonso Lanza, director de Primavera Sound, agradeció este reconocimiento que “pone en valor el compromiso que el festival tiene desde hace años con su público, en este caso y especialmente con el de la comunidad LGTBI”. El hecho de que distintivos como Queer Destinations valoren Primavera Sound como un espacio inclusivo y de diversidad supone “un honor, en tanto que el festival no es en sí un evento dirigido exclusivamente a la comunidad y por tanto, consideramos que empresas y asociaciones del sector nos valoren así de positivamente tiene un mérito añadido”.

Oriol Pàmies, fundador de Queer Destinations, comentó que “Celebramos el compromiso con la seguridad y la excelencia en el trato del segmento LGBTI en el mundo del ocio, especialmente haciéndolo de la mano de una empresa que siempre defiende sus valores ”. Queer Destinations ejecutó en las recientes ediciones de Primavera Sound Barcelona y Madrid la primera auditoría que sirve de base para el desarrollo del programa educacional que incluirá todas las posibles interacciones de los asistentes con cualquier personal de la organización del festival. La implementación del programa se realizará a nivel global iniciando con las ediciones Porto, São Paulo, Bogotá y Asunción a finales de 2023.

Este reconocimiento llega una semana después que Primavera Sound participara en una nueva edición de Think Plus, el think tank de la Cambra de Comerç LGTBIQ+ de  Catalunya. Este fue un encuentro especial en el calendario de la Cambra, en tanto que se dio a cabo en el marco de la celebración del Pride en Barcelona, y tuvo como eje central la discusión sobre “Nuevos modelos de turismo LGTBIQ+”.

En una sociedad cada vez más diversa, el colectivo encuentra nuevos motivos para viajar a otras destinaciones como pueden serlo festivales de música, eventos culturales o deportivos. La Cambra quiso contar con la experiencia de Primavera Sound para responder a preguntas sobre qué tipo de atractivos tiene que tener una destinación para atraer a la comunidad LGTBI, destacando de nuevo el compromiso del festival con la celebración de la música, pero también de la diversidad y de la inclusión.

• After the work to raise awareness in destinations such as Los Cabos or CDMX, Mexico is confirmed as a benchmark for LGBTQ+ tourism with the commitment of MTG as the first Queer Destinations Committed holding company in the country.

• The group will begin to train its teams for the correct attention to the LGBTQ+ segment, which could translate into up to 180 million travelers.

June 16, 2023. – Mexico Travel Group will become the first tourist holding company in the country to start its journey to obtain the ‘Queer Destinations Committed’ distinction. With this, all companies belonging to the group will affirm their commitment to the LGBTQ+ community and the safety and comfort of queer travelers.

Queer Destinations Committed is an internationally recognized by IGLTA (International LGBTQ+ Tourism Association) distinction, whose objective is to help companies and destinations in the tourism sector to train and prepare for the optimal reception of LGBTQ+ travelers; a segment that, according to data from Out Now Consulting, could materialize in a market of up to 218 billion dollars a year, with, according to the World Tourism Organization, 180 million travelers. MTG will obtain the distinction once all the workers and collaborators of the holding have gone through a process of awareness and training through the educational program ‘Hospitality Meets Diversity’, which will help the teams to break prejudices and teach them about the history, realities, consumption habits and needs of the LGBTQ+ community.

With this, Mexico reaffirms its position as a leader and benchmark in tourism adapted to diversity after having worked with Queer Destinations in destinations such as Los Cabos or Mexico City. Now, with MTG and its various companies, the work for inclusion reaches the receptive tourism company, technological and experiential with a group that transports more than 400,000 tourists a year. Examples of these companies are Gray Line (with more than 100 years of experience in tourism activities and presence in Los Cabos and Puerto Vallarta) or Mexico Travel Solutions (with a team of more than 180 collaborators specialized in incoming tourism services in Cancun, Riviera Maya and Cozumel). Also noteworthy is the incursion of diversity work in the cruise sector, with which MTG works in the destinations of Puerto Vallarta and Los Cabos (two of the most important cruise destinations in Mexico). In 2022, Gray Line Puerto Vallarta served more than 6,000 cruise passengers.

Rodrigo Esponda, Managing director of Los Cabos Tourism Board, commented: “In Los Cabos, we value and welcome the LGBTQ+ traveler community. With 18% of our visitors identifying as LGBTQ+, we take pride in offering world class cultural, culinary, nature and adventure experiences, all supported by exceptional service. Our destination celebrates diversity and strives to create an inclusive environment where all travelers feel safe, included, respected and free to enjoy everything Los Cabos has to offer. We invite you to discover and create unforgettable memories”.

Edgar Weggelaar, CEO of Queer Destinations, highlighted the relevance of this collaboration, as it is “the first global firm that is committed to offering a safe space to the LGBTQ+ segment”: “MTG is a benchmark in terms of tours, activities and transfers , and this work to welcome the queer public will be aligned with the needs of the destinations, some of them, like Los Cabos, already distinguished as ‘Queer Destinations Committed’”.

Nuria Flores, Commercial and Marketing Director of MTG, commented: “We are proud to materialize this alliance at the corporate level with Queer Destinations. At Mexico Travel Group, we are excited to have a training and awareness program that helps us understand, celebrate and make the LGBTQ+ community feel welcome and included when traveling in Mexico, offering a value chain from start to finish with respect and as a safe space for the community”.

Queer Destinations is the leading company in the LGBTQ+ segment internationally and an affiliate member of IGLTA. Through educational awareness programs and specialized travel experience consultancies, Queer Destinations serves as the bridge that unites governments, destinations, and international companies with LGBTQ+ customers around the world. It currently has a presence in Mexico, Germany, Colombia, the United States, Panama, Costa Rica, UK, Belgium, The Netherlands and Spain.

Madrid, Monday, March 6, 2023