The power of the LGBTQ+ segment is undeniable and destinations all over the world are jumping right into it. But what does it really mean to be LGBTQ+ friendly and what are the dangers of promoting this segment without being ready for it? In this session we will discuss what are the strategies that top destinations are implementing in order to assure that queer travellers have a safe experience while aligning with the ODS that UN marked for the 2030 agenda.