As more countries propose legislation to legalize same-sex marriage, destinations and travel companies are increasingly marketing themselves to gay travelers. But John Tanzella, president of the International Gay and Lesbian Travel Association, warned that not all those who talk the talk necessarily walk the walk.

“Let’s say a hotel is doing an ad campaign, but they don’t have equal rights for their own employees,” Mr. Tanzella said. “You have to have your house in order before you start going after the market.”

Below are edited excerpts from a conversation with Mr. Tanzella on how lesbian, gay, bisexual or transsexual travelers can figure out what places and companies are truly gay friendly.

Q. Any resources that gay travelers can use to evaluate a company or destination?

A. You can start by checking out our Web site, which lists everything from travel agencies and tour operators to hotels, airlines, cruise lines, car rentals and restaurants and bars. Businesses who pay to be on our Web site must follow our code of ethics, which basically says they welcome LGBT travelers and will treat them with respect like any other guest.