Australia’s peak LGBTIQ+ tourism organisation, GALTA, has unveiled a new brand that embraces the progressive pride colours and an inclusive representation of queer communities and travellers.
The new brand is aligned to the widely adopted Progress Pride Flag which reflects the diversity of LGBTIQ+ communities including gender, race, social background, identity and sexuality, and builds on the original Rainbow Flag to also represent transgender communities and intersex people.
The launch of GALTA’s inclusive corporate and consumer brand is central to a suite of new projects that the organisation is launching in 2022 to mark its 30th year of operation, including a digital refresh, ambassador program and tourism industry workshops.
GALTA President, Louise Terry said that the re-brand was critical to the association’s ethos and aspirations to ensure all people feel welcome when travelling in Australia.
“GALTA was formed in 1992 by a passionate group of tourism operators who recognised that gay and lesbian travellers to Australia needed a trusted hub for holiday inspiration,” she said.
“This new brand for GALTA builds on that legacy by more inclusively reflecting the diversity within our LGBTQ+ communities and connecting all travellers with our welcoming tourism businesses from right across Australia,” said Terry.
GALTA’s new inclusive brand comes ahead of a rich, new travel website that will be launched during the Australian Tourism Exchange (ATE) in Sydney this May at gAyTE, a travel industry event hosted by Australia’s LGBTIQ+ tourism operators.
The refreshed website will connect LGBTIQ+ holiday-makers with a spectrum of welcoming experiences, from events and accommodation to tours and destinations, across city and regional areas in Australia.
To support and elevate opportunities for its national membership base, GALTA is also rolling out an ambassador program, including a partnership with content creators @husbands.thattravel, and a tourism operator workshop series, Welcoming LGBTQ+ Travellers, being delivered across Australia with regional tourism partners.
GALTA is a national, not-for-profit membership organisation guided by a voluntary Board and Team of tourism and travel industry professionals since 1992. Its consumer-facing LGBTIQ+ travel channels, promoted under the banner of Visit Gay Australia, can be found here:
Image: GALTA has unveiled a new brand that embraces the progressive pride colours and an inclusive representation of queer communities and travellers (supplied)