On the 10th of September 2025 at the International Tourism Symposium hosted by NWU TREES and the National Department of Tourism (South Africa), Mzingaye Hlabano and Elmien Watson had the opportunity to present their niche tourism research to both a local and international audience.

Hlabano’s perspective:

The LGBTQIA+ community is a group of different people from diverse/multicultural backgrounds who have “always existed”, but in history were often times exposed to and faced with derogatory, discriminatory and prejudiced contexts, usually stemming from heteronormative groupings. In these milieus, they were frequently seen as the “Other”. Thus, this community has had to advocate for its own rights so as to be seen and acknowledged in public spheres of engagement and in academia – including in the tourism fraternity. To date, acknowledgement and recognition of the LGBTQIA+ community in transdisciplinary tourism studies has been fragmented at best. Hence, the need for a further study to conceptualise and contextualise this grouping’s “position” and “influence” in the contemporary travel market, especially as it pertains to niche segmentation.

Hlabano's master's dissertation in the Department of Historical and Heritage Studies at the University of Pretoria attempts to investigate South Africa’s LGBTQIA+ tourism destination image in comparison with international case studies from the United States of America and Spain (global North) as well as Thailand and Brazil (global South). This comparative aspect demonstrates that there is a significant research and marketing gap for LGBTQIA+ representation in the first African country to legalise same-sex marriage, and which has subsequently been termed the “queer capital of Africa”. The research, therefore, challenges the performativity of inclusion and acceptance within the tourism domain, and simultaneously calls for an audible and equal voice for queer travellers, both domestic and international, to transform South Africa into a “queertopia [in terms of tourism]” going forward.

Hlabano presenting on LGBTQIA+ Tourism

This transdisciplinary study is being conducted due to lacunas in scholarly sources about LGBTQIA+ tourism and thus hopes to encapsulate queer representation and break down its perceived stereotypes when developing a tourism value chain and touristic experience. Thus, the aim of this investigation is to construct a more inclusive and potentially “queerised” tourism destination image.

Hlabano explaining the significance of LGBTQIA+ Tourism in South Africa

Watson’s perspective:

Weddings represent a significant and memorable event, not only for the couple but also for their families and friends. They serve as occasions that unite individuals in celebration of a special occasion. Across cultures worldwide, marriage ceremonies are expressed through diverse traditions and practices, reflecting the social and cultural values of each community. Increasingly, weddings are becoming cross-cultural in nature, emphasising the notion that “love” exceeds geographic, cultural, and social boundaries.

Watson presented on weddings and wedding tourism

Watson’s master’s research also in DHHS at UP focuses on Wedding Destination Tourism (WDT), situated within the broader field of niche tourism and intersecting with the sub-niches of leisure and event tourism. WDT refers to the phenomenon where couples, often accompanied by family and friends, travel abroad to celebrate their marriage at a chosen “dream” destination. This study aims to investigate both the intrinsic and extrinsic factors that influence couples’ decisions to pursue a destination wedding.

Although WDT is a growing segment of the tourism industry, existing scholarly research on the topic remains limited. Thus, this study adopts a multidisciplinary approach, engaging perspectives from beyond tourism studies and related to disciplines such as law, economics, geography, visual culture, and business. Furthermore, the research includes a comparative analysis of international destinations to develop a benchmark model for understanding and evaluating WDT.

Watson explaining the diagram of how WDT fits as a niche tourism

In conclusion, WDT represents a rapidly expanding niche within the broader tourism sector, combining elements of leisure, events, and cultural exchange. Its significance lies not only in its economic contribution to host destinations through increased visitor spending, but also in its ability to foster cross-cultural connections and promote global mobility. As couples increasingly seek personalised and meaningful experiences, WDT offers destinations an opportunity to differentiate themselves within a competitive global market. Given its multidisciplinary dimensions — understanding the motivations and decision-making factors behind destination weddings is therefore essential for both scholars and practitioners, as WDT continues to expand as a niche tourism market segment in Africa and beyond.

Highlighting niche tourism:

The distinction when it comes to niche tourism themes is always ensuring that the topic comes from a touristic experience. Hlabano and Watson highlight similarities in their research, such as the “celebration of love”, “human connection” and the fact that people travel to different places. Both research endeavours are in their infancy, yet they seek to birth a “renaissance” so that there will always be room for future researchers to contribute to the experiences of travellers, as these travel niches have proven their potential to garner economic benefits for businesses and marketing organisations. LGBTQIA+ tourism and wedding tourism have created a “marriage” of advocating for unique and inclusive representations of people who wish to celebrate their existence with those closest to them.