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Travel exhibitions are putting increased focus on the youth market, which is now estimated to account for 20-25% on the travel and tourism industry worldwide.
The biggest growth area is in “gap year” travel, with young people taking a break from their careers or studies to travel and possibly work abroad. Other major sectors of the youth market include educational travel and group tours.
The gap year phenomenon has now led to the so-called “gap year for grownups”, with mature people taking time out to not only see the world, but often work on volunteer projects in Third World countries.
A UK travel company called Gap Year for Grown Ups — part of the youth-based Work and Travel Company — says many mature volunteers head for Africa, Asia and Latin America. Eight-week working holidays are offered on projects including Kenya Orphan Outreach for HIV/AIDS sufferers; and the Indian Himachal Pradesh Programme for education and health care.
Gap Year for Grown Ups managing director, David Stitt, says: “Older ‘gappers’ feel they want to do something constructive with their time and to give something back. Many of those who volunteer in Africa also add a safari afterwards.”
Exhibitions target the youth market in different ways, including seminars. World Travel Market in London has run a youth pavilion, while ITB in Berlin — not an ITTFA member — has a complete hall for youth market exhibitors.
Fiona Jeffery, managing director of WTM and president of ITTFA, says: “Exhibitions should take the lead in highlighting niche sectors such as youth tourism, and to point out to the industry where the opportunities are.
Volunteer tourism has great potential but is a very specialist area, linked to charitable organisations on the ground. “The travel and tourism industry is not sufficiently geared up for the youth market, which is very big. There needs to be a good local support and information network for young travellers, as their parents are very aware of the dangers.”
ITE Group — organiser of the Moscow International Travel and Tourism exhibition (MITT) — is planning a new event in Russia for the autumn of this year called Select Travel Expo, which will address the youth market.
ITE’s senior events and sales manager, Frederique Maurell, says: “We have noted the emergence of educational tourism in Russia, and according to VisitBritain’s Russian Travel Forecast for 2006, this is estimated at over four million.
“Studying abroad has extremely high status in Russia and there are 127 companies offering education abroad. Most popular courses are the study of English, business management programmes and advanced courses for professionals.”
The Federation of International Youth Travel Organisations — which recently merged with the International Student Travel Confederation — helps co-ordinate youth travel at exhibitions. FIYTO has over 450 members worldwide, while the ISTC has 5,000 travel offices.
ISTC director general, David Jones, says: “Youth, student and international educational travel is more than just an economic engine. It is about young people’s personal development, and the sharing and exchanging of cultures.”
Emma English, executive director of the British Educational Travel Association, adds: “It is hugely useful to have a co-ordinated focus on youth at a travel exhibition, and we certainly hope other exhibitions will take it up.”
TravelDailyNews Asia-Pacific editorial team has an experience of over 35 years in B2B travel journalism as well as in tourism & hospitality marketing and communications.
