Embracing a Culture and an Opportunity: How the Power of Pride Shapes Destinations

In Europe and beyond, Pride arrives in an eruption of parties and parades; but there’s more to this month than good times and good vibes. Pride is a feeling, an outlook, and a worldview, a moment that holds incredible significance for many around the globe and the many places that welcome them with open arms. That’s why this month, we’re not only looking at how some of our clients are marking the occasion but delving deeper into how destinations can both benefit from and be shaped by the power of Pride.

A season of celebration

Here at Simpleview, now a Granicus company, Pride is a hugely significant time for our clients, with many using the summer season to embrace visitors old and new. While Brighton is of course the host city for our upcoming EMEA Summit (more on that below), it is more importantly recognised for its long and deep connection to the UK’s Pride movement. Renowned for its vibrant atmosphere and community-minded ethos, this year’s event kicks off on 2 August with the return of the annual LGBTQ+ Community parade.

But just as celebrations in Brighton close, things kick off in the north of England, with Coventry Pride commencing on 9 August and Manchester Pride likewise continuing the party late into the month. For those who find themselves on the continent this summer, Madrid Pride — one of Europe’s biggest celebrations — begins on 3 July.

The social and economic power of Pride in destination marketing

But beyond the fun, these parties and parades are rooted in purpose, with each one serving as a platform to celebrate the culture, diversity, and values of the Pride movement. For the destinations playing host to these events, Pride can be a transformational experience, one that — if they genuinely embrace it — has the power to benefit the places they represent and those who visit them.

As research by accountancy firm Seamount indicates, Pride brings destinations a wide range of economic benefits. The influx of visitors typically associated with each Pride event can drive local revenue via accommodation, entertainment, and dining bookings. These spending and retail opportunities can boost local job creation and, in turn, have a positive economic impact within a destination.

Beyond any tangible financial impact, Pride is an opportunity for local businesses to showcase their support and respect for LGBTQ+ rights and culture. This social support — if undertaken genuinely rather than with the aim of making a quick profit — can build trust and ease, fostering a sense of social responsibility between destination and visitor, one that will see them return to a place time and again.

Pride in Place: Simpleview EMEA Summit 2025

As a destination, Brighton is the ultimate example of a place that has truly embraced and likewise benefitted from Pride. After all, there is no Pride without Brighton and no Brighton without Pride; it is simply part of the city’s fabric.

It’s a lesson that all destinations can learn from and, if you’re looking for more insights on how the place you represent can grow and nurture a wider culture of Pride, register now for our Simpleview EMEA Summit in Brighton, where this year’s theme is ‘Pride in Place.’ While this event will also explore themes such as community storytelling, destination branding, and inclusivity, we’ll also hear from Paul Kemp, managing director of Brighton & Hove Pride, on how he and his team work to deliver this high-profile event to benefit the city, its LGBTQ+ community, and its many visitors.

From Brighton and beyond, Pride has the power to shape destinations, visitors, and the world of tourism at large. With that thought in mind, join us at Summit to hear Paul’s powerful perspective on the role that Pride can play in destination marketing.