Issue #42 • 2009
world youth student & educational travel confederation
INNOVATING FOR TOMORROW’S OPPORTUNITIES
Where next for the youth, student and educational travel industry?
2010
INNOVATING FOR TOMORROW’S OPPORTUNITIES
Where next for the youth, student and educational travel industry?
Contents 5 Foreword Welcome to this special ‘Innovation Issue’ of YTI Magazine
6 Youth Travel: The Bottom Line The latest industry figures reveal the spending and travelling habits of young independent travellers during the recession
8 Where Next for Youth, Student & Educational Travel? Industry experts from around the world share their views about the impact the recession is having on young people’s attitudes and their vision for the future.
12 Cool Destinations And Youth Travel Hot Spots Explore the new emerging markets and destinations for backpackers and international students.
14 ‘Funemployed’? For some, unemployment can be a rewarding experience
18 Clever Campaigns: The Marketing Wizards of Oz Australia’s tourism boards have captured the world’s imagination with a ‘dream job’ competition and their innovative use of social networking to target global experience seekers
24 WYSTC 09: Innovating for Tomorrow’s Opportunities This September the industry will gather in Manchester, the UK’s largest student city, for the World Youth & Student Travel Conference
28 On The Road at Industry Events Were you at the Youth Travel Hall birthday celebrations at ITB-Berlin or the Work Experience Travel Market in Vienna? See the photos here.
30 Calendar of Events Dates for your diary and a chance to meet up with the WYSE Travel Confederation community at events around the world.
Some twenty and thirty year olds are viewing the recession and redundancy as an unexpected opportunity to take time out, travel and learn new skills
WYSE Travel Confederation
youth travel international 3
Foreword Welcome to yti magazine For young travellers and our industry it has been a year of many lessons and many challenges. But we are now in the fortunate position of being able to look back on this difficult year with confidence that two fundamental beliefs in our industry have proven true. The first being, that young travellers have been more recession resilient than the mainstream travel market. The latest figures from the Confederation’s Industry Monitor confirm that the decline in sales for our sector has been less than half that suffered by the wider travel industry. The second, is the way in which our niche industry has responded to the challenges of 2009 - with an enterprising spirit of product innovation, new partnerships and marketing initiatives - in addition to the strategy of prudence, cost constraint and caution that has been characteristic of the mainstream industry over the last year. This issue of YTI Magazine is all about innovation and providing a vision for our market in a post recession world: an exploration that starts here and carries us into this year’s World Youth & Student Travel Conference (WYSTC) under the theme of ‘Fast Forward 2010: Innovating for Tomorrow’s Opportunities’. Taking place in the UK for the first-time ever, this year’s WYSTC is packed full of new market opportunities, the latest market intelligence, product development innovations - and of course - the vital trade and networking opportunities that will turn these ideas into a commercial reality for your organisation. Never before has the strength of our global community been more important to the future of our industry in realising the dreams of the millions of young people wishing to seek international experiences. And nowhere is our community spirit more evident than when we come together at WYSTC each year. I look forward to working with you to meet the challenges of 2010 and to seeing you in Manchester….
David Jones Director General WYSE Travel Confederation
YTI Magazine #42 • 2009 Publishing Info
Photography
WYSE Travel Confederation
Youth Travel International Magazine, September
Photographs (excluding industry events and
Keizersgracht 174
2009 Issue.
tourism board images) kindly provided by the
1016DW Amsterdam
Published every 6 months by WYSE Travel
Flickr.com community.
The Netherlands
Confederation
tel: 0031 20 42 1 2800 Printer
yti@wysetc.org
Editor
Gravisie, Leiden, The Netherlands
www.wysetc.org
Stephanie Cooper, WYSE Travel Confederation
YTI Magazine has been produced and printed using fully sustainable materials.
Mark Bakker, WYSE Travel Confederation
The World Youth, Student & Educational (WYSE) Travel Confederation is a not-for-profit
Design Distribution
organisation.
Distributed free-of-charge to all members and Contributors
partners of WYSE Travel Confederation, Tourism
Rachel Combie, Marketing Manchester
Boards and delegates at industry events.
Emma Croft, Tourism Queensland
View YTI online at www.wysetc.org
Deborah Fitzgerald, WYSE Travel Confederation Dawn Howell, Tourism Australia
Advertising
David Jones, WYSE Travel Confederation
Advertise in the next issue out February 2010
Andrew Singer, World Youth & Student Travel
Contact yti@wysetc.org
Conference (WYSTC)
Or visit the communications page of
Rohit Talwar, Fast Forward
www.wysetc.org to download the media kit
WYSE Travel Confederation
youth travel international 5
The youth and student travel market is increasingly viewed as a resilient sector that brings massive economic value to destinations worldwide. The latest industry figures show that young independent travellers stay longer, spend more, and are continuing to seek out international experiences during the economic crisis.
Youth Travel The Bottom Line
Forget the Budget Image… The global spending and travelling habits of backpackers and 18-32 year old travellers are revealed here…
€112 billion value of global market
Youth Travel Matters: Understanding the Global Phenomenon of Youth Travel 2008
Time for change… youth travel & the recession This year, youth travel companies are focusing on innovative new products and partnerships to combat the recession…
60% of tourism boards 75% of youth hostel view sector as vital to future rooms are en-suite to growth
cater for an increasingly sophisticated market
Youth Travel Matters: Understanding the Global Phenomenon of Youth Travel, 2008
STAY WYSE ‘Business Metrics Study’ 2008
-3.5% decline in sales ... for youth travel, 53 days on the road average length of back-8% decline for packer trip mainstream travel industry compared with
figures for 1st half of 2009 from Youth Travel Industry Monitor and Q1 2009 from UNWTO Barometer
New Horizons II, 2007
€3,200 spend per trip for average backpacker
€1,915 spend per trip for average backpacker
Tourism Research Australia 2009
New Horizons II, 2007
in Australia
75% of backpackers are sticking to their travel plans this year
Global Gossip, May 2009
32% companies diversifying into new youth travel products and partnerships
worldwide
60% companies creating profiles on Facebook and other social networks
Youth Travel Industry Monitor, June 09
53% companies investing in marketing to increase sales Youth Travel Industry Monitor, June 09
Youth Travel Industry Monitor, June 09 Access the Youth Travel Industry Monitor and other research reports on www.wysetc.org
6 youth travel international
WYSE Travel Confederation
WYSE Travel Confederation
youth travel international 7
In the space of just twelve months, many in the travel industry have gone from great
Where next for Youth Global s & Student Insight e m th o r f Travel? y r t s u d n I
optimism to complete disbelief at the speed with which the economy has served up a multitude of unpleasant surprises, with swine flu now having compounded the misery for travel operators worldwide. Youth travel organisations can take heart though
market share as many families and mainstream
from the general consensus that students and
travellers are attracted by their transformation in
backpackers have been less affected by the eco-
quality and good old-fashioned value for money.
nomic crisis - and for them - mundane realities such as the stock market. The latest industry
Amidst all of the confusion about the recession
figures reinforce this and show that the youth
and debate over when it will end (next year?…
travel sector was down just 3.5 percent during
or indeed the next decade?) YTI Magazine has
the first half of 2009 compared to 8 percent
sought the views of industry experts and leaders
for the mainstream travel industry (figures from
about what they think the next year holds, how
WYSE Travel Confederation’s Industry Monitor
young peoples’ attitudes to education and travel
and UNWTO’s Travel Barometer).
are changing, and what their organisation is doing to adapt to the current climate of uncertainty.
There is no denying that most youth travel companies are suffering from a decline in market
Member Comments…
demand. Factors such as fluctuating exchange
Where do you see your sector heading in
rates and the knock-on effects of unemployment
2010…?
on the availability of work placements are having a devastating affect on business - particularly
Language Travel & Education...
for travel retailers worldwide and work abroad
Mauro Biondi – CEO of Emerald Cultural In-
programmes in the US.
stitute, Ireland and Chair of the Association of Language Travel Organisations (ALTO)
However for other sectors, these factors seem
The Language Travel Market will continue to
to be having a positive effect in increasing
experience a period of great uncertainty with
demand for certain experiences particularly vol-
growth in countries where they have government
unteering, study abroad, intercultural exchange
sponsored programmes. The recession is reduc-
and GAP Year travel.
ing the length of period that students spend abroad on language programmes. So the most
Destinations such as The UK have now become
important things our market must adapt to over
more affordable for foreign students, Australia
the next year will be developing more short-term
is experiencing unprecedented demand for
programmes for students, the strong euro and
working holiday visas, and au pair agencies
changes in visa regulations in various countries.
have enjoyed continued growth as young people
We are therefore focusing on government spon-
view cultural exchange as a valuable alternative
sored programmes and lobbying to reduce visa
to employment. Youth hostels are also gaining
restrictions for students.
WYSE Travel Confederation
youth travel international 9
e Travel
tion...
& educa
recht b m l e H e Enriqu national,
Languag
oined Inter Director of C Argentina umes value to res d d a t a th s age Program se like langu h a re c in to g are goin s. So althoug ip h s n r te in courses and y suffering, the entl s we are curr ural program lt u rc te in r the demand fo ven more as e se a re c in is going to young people g in k a m is ntiate recession ed to differe e n ey th t a ceed. aware th want to suc ey th if es lv themse
guage travellers will also increase as an
We see that many au pairs in the US
may be more likely in Australian regional
products; and also to ensure that 100%
increasingly competitive market will make
have taken up the option to stay on in the
areas. An advantage of doing 3 months
of our capacity is bookable and shown
more professionals recognise the need
same placement for a second year during
regional harvest work is that it creates eli-
online. In addition the sector needs to
for these qualifications. This will create
2008/2009. Au pairs placed in Europe
gibility for a second year on the visa which
continue developing tools to capture rel-
a new demand not only for higher quality
can also request a second year but will
is growing in popularity.
evant business data which enables hostel
programmes and language schools but
usually be placed with a different family
also for accommodation providers.
in another European country. So logically
Outbound, the Australian market is resil-
as well as compare them selves to other accommodation providers.
operators to benchmark their business
Opening Session at WYSTC...
Innovating for Tomorrow’s Opportunities
speaking, growth should resume at the
ient and young people are showing the
Over the next year, youth travel agents will
end of this year as new applicants apply
same enthusiasm for extended travel as
need to learn more about the products
for first year au pair programmes. The ma-
in the past. The continuation in 2010 of
Youth Travel Retail…
they sell and be able to differentiate
jority of IAPA members believe economic
the pilot reciprocal working holiday pro-
Claus Hejlesen – CEO of Kilroy, Scandinavia
their products from the mainstream’s
improvement will be seen during the first
gram with the US is good news and we’’ll
Within the different sales areas we see
particularly educational consultancies.
half year of 2010 and expectations are
see more young people taking up this
major differences. Some markets are still
The Discussion Panel:
We are currently investing a lot in training,
based on 0% - 3% growth.
option in both directions.
suffering heavily from the financial unrest
•S antuza Bicalho, Managing Director of STB Brazil
Youth Hostels & Working Holidays…
Mikael Hansson – CEO of Hostelling
With regard to destinations we see the
coaching, management and technology to achieve this.
and a major drop in value of currency.
Catch Rohit Talwar, CEO of Fast Future Research, and the following panel of industry experts discussing their vision for tomorrow’s industry at the WYSTC Opening Session.
•M ikael Hansson, CEO, Hostelling International
Julian Ledger – Chief Executive of YHA
International (HI), USA
following trends happening: Latin America
Au Pair Programmes…
NSW, Australia
I think the hostel market could be one
is still expected to grow, the same goes
Santuza Bicalho – Managing Director of
Jack Hompes – CEO of S-au Pair,
In 2009 we have seen young people’s
of the winners during these tough times.
for New Zealand. Australia and USA have
•M ark Harris, President and CEO of ELS Language Centres
Student Travel Bureau (STB) Brazil
Netherlands and Chair of the
confidence to travel diminished but this
People of all ages will continue to travel
had great increase over many years, but
•P eter Liney, CEO of STA Travel Group
There will be some growth in 2010. I see
International Au Pair Association (IAPA)
has been offset by remarkably competi-
and shop around in order to get the best
here we see the growth stopping. South-
the growth going towards education as
Au pair placements globally have stayed
tive airfares benefitting long haul desti-
value. The fact that hostels provide cheap
east Asia is still popular among first time
•S teve Trooboff, President & CEO of CIEE
universities worldwide are looking to en-
at more or less the same level in 2009.
nations like Australia. There has been
accommodation all year around is one of
travelers but experienced travelers seek
roll more international students and will
Receiving agencies in the USA have seen
growth in working holiday visa numbers
our key Unique Selling Points.
less traveled destinations like rural China.
be less restrictive and more welcoming in
a small decline while those in Europe
from most markets including Ireland,
accepting these students. Education will
have seen a small growth. However,
France and Germany. There may be less
It’s essential that we promote what a
grow in the US and Australia and that will
sending areas in Africa, Asia and Latin
higher end office work available but those
hostel offers today in terms of standards
impact the language travel business in
America have experienced a decline in
who have initiative and flexibility will find
and facilities - there are still many old
a positive way. The age range of lan-
placements between -5% and -20%
work to supplement travel funds and this
perceptions which lead travellers to other
Interest in Africa is increasing together with interest in volunteer work.
This session will take place on Tuesday 22nd September from 15.00 at the Palace Hotel, Manchester.
Rohit Talwar, Futurist: Youth Travel in 2010 and beyond… For many, 2010 heralds not only a new dec-
Here, Rohit gives us a taste of
are heading into a very volatile
of this and we could see some spikes in
attract more consumers from rapidly ex-
people demand greater flexibility in the
ade but also a whole new era for youth and
things to come…
era - possibly a decade of
demand. We expect to see a rise in ‘gap
panding economies. ‘Open innovation’ i.e
types of courses available.
student travel as the uncertainties of 2009
extreme turbulence where
year’ travel by the 20-45 age group and
adopting low cost approaches to product
When do you expect to start
we will see regular waves of
therefore more demand for ‘Gap Halves or
and process development and promoting
Our current survey on the future of travel
continue to create a sea change in young
seeing a recovery from the
recovery followed by more
Quarters’. In addition we expect a steady
these through social networks will
also suggests that eco-friendly sustain-
recession?
downturns or recessions.
rise in demand from developing markets
be essential to keeping businesses
able travel will continue to rise in impor-
peoples’ attitudes and travel habits.
There are a lot of different
for education, leisure and adventure
moving forward.
tance and will be a ‘‘must-have’ rather
scenarios for how things could
What do you think will help
travel. Particular growth will be seen in
One expert who is able to give
ers - Rohit works with leaders
play out over the next few
lead the recovery for the
China and India through to Malaysia and
What impact will the recession have on
businesses need to start viewing this as
an idea of what the future
in government, business and
years. I think the most likely
youth travel industry?
South Korea for educational travel.
young people’s attitudes & travel habits?
an opportunity rather than a threat.
holds is Rohit Talwar, CEO of
associations around the world
is that we’ll see a short term
In the short term, we will
Fast Future Research. Profiled
to help them anticipate, un-
recovery at the end of 2009
see further price cutting with
In the longer term, the industry will have
es. In terms of higher education and
by the UK’s Independent
derstand and respond to the
or early in 2010. But be pre-
airlines, hostels and hotels all
to identify new business models to
training, there will be a lot more emphasis
Newspaper as one of the top
forces and patterns of change
pared for the possibility that
desperate to fill capacity. Cus-
capture an increasingly price conscious
on secondments, collaborative e-learning,
ten leading global future think-
shaping our world.
this may not last. I think we
tomers will take advantage
customer in the developed world and
accelerated learning and volunteering as
10 youth travel international
WYSE Travel Confederation
than a ‘nice-to-have’ for businesses. So
I think we will see a spectrum of respons-
WYSE Travel Confederation
youth travel international 11
International Education – Middle East & Saudi Arabia
Cool Destinations & Youth Travel Hot Spots
The Middle East is increasingly on the radar of student recruiters around the world, especially Saudi Arabia & Dubai, where 70% of the population is below the age of 40. In the next 50 years, the population is projected country’s higher education system under
Language Travel – Kazakhstan & Azerbaijan
considerable pressure to accommodate more
The number of students from Kazakhstan and
students. The Saudi government is respond-
Azerbaijan studying abroad to strengthen their
ing by investing heavily in new higher educa-
English has tripled in the past three years. The
tion institutions (12 universities have opened
stable local economy, increase in foreign invest-
here since 2004) and by creating generous
ments and youthful population – 30% are below
scholarship programmes for Saudi students
the age of 20 – have created an important source
Youth Travel Industry Gathering – Manchester, United Kingdom
wishing to study abroad. The US alone has
market for language schools and agents world-
seen a 25% increase in the number of Saudi
wide. In May 09, the Association of Language
Youth, student and educational travel organisations from
students enrolling recently.
Travel Organisations (ALTO) hosted a roadshow
to double to 50 million people, putting the
around the world will gather in Manchester for the World
in Almaty and Astana, Kazakhstan, to introduce
Youth & Student Travel Conference, September 22-25.
local language agents and government officials to
The UK’s largest student city is giving London a run for its
ALTO Members from around the world.
money as an affordable and alternative cultural destination for international students and young travellers.
Backpacker Destinations – Columbia & Uruguay
Tourism Boards & Youth Travel – South East Asia
Hostel booking engine Hostelworld.com has reported
Ministers from the Association of Southeast Asian Nations
its biggest growth in demand this year for Columbia
(ASEAN) have declared 2009/10 as the year of ‘Youth Travel’. The
and Uruguay. Hostel bookings in both countries have
social benefits of youth and educational travel - combined with its
jumped by 270% and 150% respectively in the first
resilience to the financial crisis – have led national tourism boards
quarter of 2009, as travellers continue to seek out af-
in South East Asia to focus on the youth sector in their global
fordable and authentic destinations. “Backpackers are
branding and promotional efforts over the next year. The Philip-
always on the lookout for new destinations, places that
pines Department of Tourism has partnered with MTV Networks
haven’t already been invaded by the masses where
to create a new global campaign that promotes the Philippines
they can get more bang for their buck” says Aisling
as a destination for young adventure seekers and music lovers.
White, Marketing Manager for Hostelworld. “Columbia’s
“This will help ensure continuity of demand as 70 percent of the
stunning unspoilt scenery and increasingly stable politi-
Philippines’ tourism mix comes from youth travellers” says Tourism
cal situation have resulted in a much safer country to
Secretary Joseph Durano.
travel to, while Uruguay’s improved airline connections from countries such as Argentina combined with a
The youthful population of the Philippines and South East Asia is
currency crash, makes it more affordable. There has
also creating an important source market for the au pair industry.
therefore been a huge increase in the number and
This October, The International Au Pair Association (IAPA) will host
standard of hostels available in both these countries
a workshop in Bangkok for local au pair agencies to build relations
to meet the growing backpacker demand for beds.”
with the international industry.
12 youth travel international
WYSE Travel Confederation
WYSE Travel Confederation
youth travel international 13
Funemployed Case-study
Natalie Reeves, 27 years, British
Photo: Tourism Australia
Having worked as a yacht broker on the Cote D’Azur for the past 2 years, Natalie Reeves wasn’t surprised or upset when she was laid off earlier this year. “Obviously demand for luxury products dried up during the recession and to be honest I was getting restless in what was essentially a sales job. It was well paid and came with a great lifestyle but it wasn’t particularly rewarding.” says Natalie. Now on 80% of her basic salary as redundancy pay for the next 8 months, Natalie is pursuing her life dream of learning to teach yoga in India over the next 3 months. She is an avid user of Facebook & Twitter, which she uses to keep in touch with friends and meet new travelling companions, many of whom are fellow yoga fanatics that she will hook up with round India once her course is completed.
For some twenty to thirty year olds, recession & redundancy has provided an unexpected opportunity to take time out learn new skills and travel. Kimi Yoshino, a journalist for the has
Los
Angeles
written
Times,
about
the
‘funemployed’ Generation Y in a recent newspaper article.
‘Funemployed’?
For some, unemployment can be a rewarding experience
While millions of people strug-
are taking the opportunity
gle to find work during the
to develop new skills and
recession, others have found
enhance their careers through
a silver lining in the economic
travelling. “When I talk to peo-
meltdown. These happily
ple, it’s not about unemploy-
jobless folk tend to be single,
ment,” says Katie Edmonds,
free of financial commitments
29, who was laid off as a
and in their 20s or 30s.
graphic designer in April. “It’s
Some were laid off, some quit
about, ‘What are you doing
voluntarily.
with your time now?”
Buoyed by severance pay,
“I feel like I’ve been given a
savings or temporary jobs, the
gift of time and clarity. The rat
funemployed do not spend
race puts blinders on you and
their days poring over job
makes time fly, and then the
listings. Instead they travel
next thing you know, you’ve
on the cheap for weeks and
missed the chance to be your
months. And until the bank ac-
more exciting self or to push
count dries up, they’re content
yourself in a gutsier direction”
living for today.
adds Katie.
“Recession gives people per-
Jean Twenge, an associate
mission to be unemployed,”
professor of psychology at
says David Logan, a professor
San Diego State believes “It
at the University of Southern
really suggests there has
California (USC) School of
been a generational shift and
Business. “Why not make use
that work is no longer the
of the time and go do some-
be-all and end-all for young
thing fun?”
people. What’s more important is flexibility, lots of vaca-
WYSE Travel Confederation
However, there’s more to
tion time and doing something
funemployment than having a
that doesn’t have that ‘9-to-5’
good time. Many young people
feeling”.
youth travel international 15
OUT NOW! ... ALTO’s NEW LANGUAGE TRAVEL MAGAZINE “For some older generations, watching
make plans.” Rather than dropping out
string by providing an online database
their children embrace an escape from
of society, today’s unemployed are totally
of fellow travellers who are offering free
responsibility is difficult” adds Twenge.
tuned in.
lodging worldwide.
might be saying, “This is awesome I’m
Even the phrase ‘funemployment’ seems
“This generation are putting off settling
having a really good time,” their parents
to have originated from users of Twitter
down, marrying and having children until
are probably asking, “Haven’t you gotten
posting comments about their outlook
their 30s even their early 40s. Without
a job yet?”
on life. The daily lives of the unemployed
kids this group can live a Peter Pan
have never been more public; they are
existence, downsizing their lifestyle
David Logan, Business Lecturer at USC,
busy posting and sharing photos of globe-
when required. And because they are
doesn’t think funemployment is unique to
trotting vacations, planning the next trip
able to cut their expenses right down,
this generation. “The notion of drop-outs
and blogging about their experiences.
they find it easier to enjoy unemploy-
“So while a young unemployed person
or whatever label is in vogue has been
ALTO Members will automatically receive free copies of each issue.
ment,” concludes Barb Kofman who
around for decades. What’s different is
Other networking sites such as couchsurf-
runs CareerTrails, a Toronto employment
new social media such as Facebook and
ing.com have also created new opportuni-
counselling service.
Twitter that allows the unemployed to
ties for budget travellers and backpackers
find each other, share experiences and
to extend their travel plans on a shoe-
Non-Members: Request a free first-year’s subscription by emailing mailbox@altonet.org
ALTO_YTI.Aug2009.indd 1
20/08/2009 16:53:15
Graduate Trainees paid to ‘take year off’ The recession is creating unusual opportunities for some trainee graduates who are being encouraged to defer work, take a year out…and get paid for it! Law firms in particular, who typically hire graduates two years before their start date are being forced to consider novel ways to retain train-
Funemployed Case-study
ees while cutting costs for the year ahead.
Cory McCormick, 35 years, Canadian
Many of these legal firms are paying graduate trainees to defer work for a year and learn new skills abroad with the time and money on offer. Take for example, Clifford Chance in London who are offering an additional £3,000 on top of its £8,000 referral fee, if trainees spend the time doing community-based volunteering or learning a language. Global law firm, Norton Rose, has asked trainees to provide written proposals about how they intend to spend their year and £10,000 ‘salary’. Answers have included overseas charity work, further education and learning languages. The firm’s graduate recruitment manager Karen Potts says: “We could have just let trainees spend the year on a beach but we wanted to make sure they were developing skills as well.”
Suddenly finding herself jobless after working as the manager of a travel company in Toronto for 3 years, Cory McCormick put off looking for work immediately. At first, she was anxious and shocked about having been made redundant but then “started to relax and enjoy it” she says. Cory has now extended her time-off from several weeks, to a current total of 10 months, to pursue new leisure activities and skills. Having volunteered first at the Learning Disabilities Association of Ontario, Cory is now spending 6 months travelling around Thailand, Sri Lanka and Cambodia. “At first I was upset about losing my job” she says “but then I started asking myself what new opportunities does this open up to me? Instead of helping my customers to travel and pursue their dreams in my old job, I’m now doing it myself!” Profile provided by Alexandra Shimo from the Toronto Globe and Mail
WYSE Travel Confederation
youth travel international 17
Photo: Tourism Australia
– the most successful backpacker destination in the world has captured the world’s imagination this year with a ‘dream job’ competition. Here, we look at how Australia’s tourism boards are turning the dream into reality for many young people wishing to work and travel in Oz through their smart use of social networking sites and integrated youth marketing campaigns Having already created hugely popular profile pages on Facebook, Twitter and Myspace - Tourism Australia is now working with some of the world’s most influential bloggers in an unusual marketing strategy to promote Australia as a cool cultural destination to young people worldwide. Bloggers from New York, Germany, the UK and China have all been invited to visit Australia as guests of the tourism board in return for blogging about their experiences to their fans online. Nick Baker, Head of Marketing at Tourism Australia comments “Traditional media channels and travel journalists are still very relevant in promoting Australia to the world. However, we also recognise there are new and emerging opinion leaders, such as bloggers, who generate very high traffic and have a vast fan base which often extends across several countries.” ‘’These new influencers enable us to reach areas of interest beyond traditional travel and tourism, such as fashion and wildlife, giving us a wider audience. This is extremely valuable when times are tough and competition between destinations is fierce.” New York Fashion blogger ‘The Sartorialist’, aka Scott Schuman,
Clever Campaigns:
attracts more than 36 million readers a year and has been rated by Time Magazine as one of the world’s top 100 design influ-
The Marketing Wizards of Oz
encers. Schuman visited Melbourne and Sydney in April to blog about his ‘On The Street’ fashion observations during Australia’s Fashion Week.
Promoting Australia on Facebook & Twitter So how can travel organisations use social networks and bloggers to promote their destinations, products and programmes – and more importantly – convert their fans into paying customers? Back to Tourism Australia who have created popular profile
WYSE Travel Confederation
youth travel international 19
Bloggers hosted by Tourism Australia in 2009
MySpace •L aunched in May 2008
Garance Doré, Paris
Lesmads, Germany
www.thesartorialist.blogspot.com • Rated one of the top 100 design influencers (Time Magazine) • Rated 20th most powerful blog in the world (The Observer) • 36 million visits annually
www.garancedore.fr • One of the most popular fashion blogs in Europe • 13 million hits annually
www.lesmads.de • Lifestyle, fashion, design and photography blog • 3 million hits annually
Yibo FAN aka ‘The Colourful Map’, China
Niall Byrne, Ireland
•7 0k unique UK visitors
www.nialler9.com • Popular Irish music blog • Blog ranked number 7 on Technorati (blog search engine) of top 100 Irish blogs
•9 5% audience fell within the 18-30 demographic
Photo: The Sartorialist
The Sartorialist, New York
http://blog.sina.com.cn/qiseditu • One of China’s top travel and youth bloggers • Nominated as ‘Power Blog 2007 & 2008’ by Sina.com
• The Working Holiday page features visa info, competitions, photos and videos that highlight the countless opportunities available to young experience seekers aged 18-30 www.myspace.com/workinoz MySpace results
• Average time spent on page +5 minutes (MySpace average is 3 minutes) •U sers have created their own peer-to-peer forum topics which include topics such how to find other single travellers going to Australia.
pages on Facebook, Twitter and Myspace
Australia with information, links, pictures,
As a direct result of the campaign, the
over the past year…
questions that encourage followers to do
number of working holiday visas granted to
captured the world’s imagination this year.
the same. Adventure ideas for potential visi-
British travellers over the past year have
Launched in January 2009, the ‘Best Job’
At the time of writing, more than 260,000
tors, such as The Top 10 beaches to surf
increased by 20 percent and for Irish ap-
campaign offered one lucky winner the
people have become fans of Tourism Aus-
then link through to the relevant information
plicants, by 50 percent.
chance to work on a paradise island in
tralia’s Facebook page with 1,000 new fans
on Tourism Australia’s website. Comments
joining each day. Aussies, travellers and
and feedback from Twitter fans link directly
Converting ‘fans’ into visitors
applicants from 200 countries applied for
expats all use the page to share what they
onto their Facebook page, and vice versa,
The final string in Tourism Australia’s youth
the position which came with a rent-free
love about Australia, contributing to discus-
thus increasing their content and exposure
marketing strategy has been to connect all
luxury villa and $AUD150,000 salary for six
sions, and posting photos, videos and travel
across both communities.
this online activity to the real world.
month’s work.
Working Holidays on MySpace & Bebo
Roadshows at college campuses across
One of the rules of the competition was
Nick Baker from Tourism Australia says
North America & Europe – plus radio
that applicants had to create their own PR
Facebook page
“These platforms are generating great
As well as having a huge following on Face-
promotion on German MTV, Japan’s JWave
and viral marketing campaign in order to
•L aunched April 2008
word-of-mouth about Australia’s tourism
book and Twitter, Tourism Australia has also
radio station and at Canadian music fes-
attract votes from the general public. This
Bebo
•M ore than 260,000 fans ...and counting
experiences which is very powerful in
launched pages on MySpace and Bebo that
tivals – have all encouraged young people
‘wildcard vote’ was taken into consideration
• Launched in May 2008
convincing people why they should choose
promote work and travel opportunities avail-
to visit Tourism Australia’s online websites
by the Tourism Queensland judging panel
• Aussies, travellers and expats share discussions, photos, videos, travel tips, and what they love about Australia with fellow fans on www.fb.australia.com
to holiday here. Around one third of the
able to 18-30 years olds, a valuable market
and promotions.
during the selection process.
• ‘The Gap Year’ was created by Endemol (makers of the Big Brother TV show) in partnership with Bebo, and enables travellers from the UK & Ireland to participate in virtual ‘work experience’ placements in Australia www.bebo.com
the Great Barrier Reef. More than 36,000
tips for fellow fans.
Facebook fans are based in Australia and
that has provided a much needed boost
they are sharing their passion for their
to the Australian economy. Visitors to both
Partnerships with youth travel agents have
Thirty-four year old Ben Southall from the UK
country with fans all over the world, provid-
sites are encouraged to click through to a
also been key in increasing visitor numbers
was announced as the winner in May and
ing advice to travellers who are either in
visa application website, a feature that has
and bookings to Australia. For example,
arrived on the island to begin his job on July
Australia or considering a visit.”
proved particularly popular during the doom
banner adverts and special price promo-
1. He has since been exploring the Islands
and gloom of the recession.
tions on the homepages of STA Travel,
of the Great Barrier Reef and blogging about
Twitter page
“At the same time fans from the United
Kilroy & CTS have provided price incentives
his adventures, posting videos and photos
•L aunched March 2009
Kingdom, Germany, Italy, France and the
A competition “Win the Working Holiday
to book flights and travel arrangements -
on the official islandreefjob.com website.
•M ore than 1,400 followers… and counting.
United States of America are the most vo-
of Your Choice” has also run on MySpace
thus turning the virtual dream into reality
cal in sharing their comments, videos and
and Bebo for 6 months, offering a person
for young people wishing to work and travel
Ben’s ‘caretaker’ role on the island focuses
• Tourism Australia posts points of interest about Australia – information, links, pictures, questions – and encourages followers to do the same www.twitter.com/SeeAustralia
photos of their trip. They are either travel-
from each community the opportunity to win
in Australia.
on promoting what the destination has to
ling here at the moment, planning to do so,
return flights to Australia and a month-long
or are longing to come back” adds Nick.
paid placement. The choice of six differ-
‘Best Job in the World’ Campaign
20 youth travel international
offer to a global audience via his regular blogs and photo diary.
ent jobs highlighting the different types of
Blogging and viral marketing played a cen-
Earlier this year, Tourism Australia also
experiences and locations available, has
tral role in Tourism Queensland’s ‘Best Job
launched a ‘See Australia’ page on Twitter,
helped capture the imagination of many
in the World’ competition - a phenomenally
Great publicity… but what about sales?
posting points of interest about visiting
young people.
successful and integrated PR campaign that
The ‘Best Job’ campaign has so far gener-
WYSE Travel Confederation
WYSE Travel Confederation
youth travel international 21
International Payment and Collection Made Easy
The Marketing Wizards of Oz
ated more than $AUD330 million’s worth of free global publicity for Queensland. But how has it affected visitor numbers to the region? Anthony Hayes, CEO of Tourism Queensland, is the first to point out “You can have the best PR campaign in the world
Queensland Tourism Minister Peter Lawlor said “Tourism
but if that doesn’t covert to sales, what has been the point?”
Queensland will now be turning its focus to sales activities specifically targeted at generating benefits to small opera-
As it turns out, direct sales to Hamilton Island (the island where
tors (including cafes, hotels and tour operators) with an extra
the job is based) have more than doubled since the campaign be-
$1.985million being spent to turn exposure into sales”.
gan. Qantas has since been offering special $860 return airfares Mr Lawlor added that Tourism Queensland is also working with
percent. STA Travel reports that growth to Queensland during the
partners in the UK, Ireland and Scandinavia to create six ‘Best’
campaign period of February to April was up 17.3 percent com-
spin-off campaigns: ‘Best Holiday in the World’’, ‘Best Adven-
pared with 5.4 percent for Australia overall. German travel whole-
ture’, Best Honeymoon’, ‘Best Sailing’, ‘Best Diving’ and ‘Best
saler, Boomerang Reisen also reports that travel to Queensland
Natural Adventures’. The opportunities to provide a taste of
increased by 20 percent for the first quarter of this year.
paradise are now never-ending it seems for Tourism Queensland.
Photo: Tourism Australia
to Cairns for US tourists and has seen bookings increase by 34
Visit us at our stands at StudyWorld and WYSTC www.clearing-house.net/yti www.uni-pay.net/yti
So how did a big idea on a small budget become such an overnight success worldwide..?
Small display ads were therefore created for the classified sec-
The brief:
petition. Those interested in applying were directed to a website,
Brisbane marketing agency, Cummins Nitro, explain how
islandreefjob.com, which featured stunning imagery of the barrier
they struck gold in creating one the world’s most successful
reef and was purposefully launched in January at a time when
marketing campaigns
the northern hemisphere was in the midst of winter blues.
‘’Tourism Queensland asked us to launch a new brand, the
Applicants were required to generate a viral video campaign
‘Islands of the Great Barrier Reef’ to target ‘Global Experience
online about why they should be the lucky winner. In the end
Seekers’ across eight key international markets.
36,650 applicants from 201 countries created more than 610
tions of newspapers and jobsites worldwide to promote the com-
hours of video content promoting the campaign product. From Due to the limited budget
the shortlisted entrants, traditional media channels then picked
available for such a global
up on the opportunity to interview participants from their regional
campaign (it was part of a
area.
three-year AUS$1.7 million strategy) - we quickly
Throughout the campaign a presence on Myspace, Facebook,
realised that the only
YouTube and Twitter allowed the audience to further engage
advertising we could afford
with the brand.
to do across every market were classified adverts. That’s where the idea of a ‘job’ competition first
Catch Jane Nicholls from Tourism Queensland talking about the Best Job campaign in more detail at WYSTC 09 on Wednesday 23 September.
came about”.
WYSE Travel Confederation
youth travel international 23
See you in Manchester – a city of ideas, a city of action Photo: Visit Manchester
Photo: Palace Hotel
WYSTC09: Innovating for Tomorrow’s Opportunities
From September 22-25, the world’s leading youth and student travel organisations will gather in the UK’s largest student city, Manchester, for the industry’s annual conference which focuses on innovation in youth travel.
This year’s World Youth and Student
Keynote speaker, Ian Jukes, will kick
Travel Conference (WYSTC) will take
off the WYSTC seminar programme by
place in the United Kingdom for the
examining innovation in international
first time in its 18-year history with a
education. How has the recession
programme packed full of new market
changed the attitudes of Generation
opportunities for the industry.
Y? How can education providers adapt to these new global social trends?
As one of the world’s most established & important markets for
As one of the world’s foremost experts
youth and student travel, the UK is
in higher education, Jukes will deliver
a particularly appropriate choice of
an informed look at how innovation
location during the current economic
and technology will influence the
turbulence. Its strong educational
industry; demonstrating how new
heritage makes it a top destination
approaches to cultural exchange and
for international students, and as the
international education can be used to
world’s biggest sending market for
advance individual organisations.
GAP Year travel, unprecedented numbers of young Brits are travelling and working abroad this year.
Top Destination for International Education While fast-growing markets such as
WYSTC 09 highlights: •H undreds of top level industry professionals from 80+ countries
Innovation in Youth & Student Travel
Australia may have challenged the UK’s position as a top destination for
Throughout history, crisis has been the
international students - the relaxing
•R epresenting adventure travel, au pair, backpacking, cultural exchange, Gap Year travel, youth hostels, student travel insurance, internships, language travel, student travel agents, study abroad, volunteer and work abroad sectors
mother of invention and WYSTC‘s semi-
of UK visa policies and drop in the
nar programme will demonstrate this by
British pound have helped Britain to
focusing on how the recession is creat-
maintain its top two position for edu-
ing innovative new market opportunities
cation after the USA.
Leading experts from around the
the Move: New Developments in Social
• Three and a half days of industry seminars, association meetings, networking events, business appointments and trade exhibitions
world will highlight how organisations
Mobility’* predicts that in the future -
from all sectors of youth and student
eight key countries will host 72% of the
travel can tap into new markets and
world’s international students, these
products, using new technology and
being: the U.S., United Kingdom, Ger-
•S eminar Programme focusing on innovation in youth, student and educational travel
communications to combat flagging
many, France, Australia, China, Canada
sales and create a new vision for the
and Japan [*published by the Institute
recession and beyond.
of International Education]
WYSE Travel Confederation
for youth and student travel. The 2009 report ‘Higher Education on
youth travel international 25
UK Youth & Student Travel Market Inbound Market:
Highlights from the WYSTC seminar programme >>Fast Forward 2010: Innovating for Tomorrow’s Opportunities WYSE Travel Confederation opens WYSTC 09 with a call for the industry to put innovation at the heart of business in 2010 and beyond. A distinguished panel of industry experts will be joined by renowned futurist Rohit Talwar to discuss their vision for the future. Followed by the Keynote Speech on International Education by Ian Jukes.
The Observer Newspaper
• #1 destination for language travel for fourth year in a row: 80% of language travel agents cite UK as most important destination*
• 40% of all visitors to the UK are aged 18-32**
• I nternational students studying at UK universities is 14.1% (of the total in tertiary education in the UK) compared to the global average of 6.9%****
Jason Fulton (former Head of Consumer Cultures at Nike EMEA) demonstrates how to capture the attention and loyalty of young consumers by listening to what they want and building insight and innovation into every area of the business offering.
Outbound Market:
>>Creating extraordinary experiences Leading cultural programmer Alex Poots (Director of Manchester International Festival), world famous designer Peter Saville (former Factory Records) and event/brand communication specialist Steve Smith (Founder of Ear to the Ground) will show how they helped put Manchester and other city regions firmly at the heart of global youth culture.
• 28% of backpackers to Australia are from the UK (more than double any other country)
• The UK outbound GAP Year market is worth approx GBP 2.5 billion, accounting for 50% of the world’s Gap Year market**
Sources: ALTO’s Global Directions Survey of language travel agents and schools 2009
*
>> Sustainable travel Lelei LeLaulu (co-chairman of the Innovation for Sustainable Development Centre) will be joined by eco-friendly youth travel operators to demonstrate why responsible and sustainable travel is not only good for the planet, but good for business too.
Mintel (2005), Gap Year Travel International
** ***
Photo: Visit Manchester
• Of the world’s top 10 rated universities, 4 are in the UK***
>>Innovative Youth Marketing Campaigns Jane Nicholson from Tourism Queensland explains why an innovative environment was critical to the runaway global success of their “Best Job in The World” campaign.
>> Making Currency Work for You Ben Moss from Barclays Capital’s Risk Solutions Group will help you discover how to maximise profit and minimise risk in today’s global economy and how your organisation can take best advantage of foreign exchange and interest rate hedging.
‘Manchester is the beating cultural heart of Britain’
Manchester Hosts WYSTC 09
The World University Rankings Report 09 Education at a Glance report, published by the Organisation for Economic Co-operation & Development 08
****
Manchester is home to
cil, said: “We are delight-
at the WYSTC welcome
one of the largest univer-
ed to welcome WYSTC to
reception which takes
sity campuses in Europe.
Manchester. Earlier this
place at Manchester
Over 90,000 students
year the city was voted
Town Hall on Tuesday 22
are spread across four
the third best confer-
September.
different universities (Uni-
ence destination in the
versity of Manchester,
world by the readers of
Sir Richard is also a
Manchester Metropolitan
Conference & Incentive
strong proponent of
University, Salford Univer-
Travel Europe – and I’m
innovation and its value
Since 2005, the number of Chinese
“tiny”, according to John Reilly, an expert
received from government and tourism of-
sity and Bolton Univer-
confident the delegates
as a driving force in
The greenest WYSTC ever
students enrolling in UK institutions
in international student mobility and Di-
ficials in the UK may be a good indication
sity) which help keep the
attending WYSTC will be
rejuvenating cities and
Manchester is an award winning city for
has grown by 300 percent according to
rector of Academic Administration at the
of this growing commitment.
city forward-thinking and
equally impressed. And
communities.
green and sustainable tourism. A free city
international education provider Study
University of Kent. In an article written by
a hotbed of creativity.
of course, where better
Group. More importantly, there has been
the UK’s Guardian newspaper he added
The UK GAP Year Market
to hold an event for the
As hosts of WYSTC 09,
visitors to Manchester and WYSTC’s confer-
no perceptible drop in interest from Chi-
“This is an area of failure for Europe and
British students have always viewed
From famous music
youth and student mar-
The Visit Manchester
ence hotel, The Palace, has won awards
nese students wishing to attain a British
the UK in particular.”
round-the-world-trips, either before or after
bands, pioneering record
ket than here – the home
Tourism Board looks
for the UK’s Green Tourism Scheme and
university, as an essential part of their ed-
labels, multimedia
of the largest university
forward to welcoming del-
Sustainable Tourism Award.
Improvements could be in the pipeline
ucation and this past year hasn’t been any
festivals, major sporting
campus in Europe.”
egates to the city. To find
though. The UK’s higher education min-
different. The GAP Year sector is enjoying
events, and of course,
“Chinese students choose Britain for a
ister, David Lammy, said at a conference
unprecedented growth, bucking the global
a number one football
number of reasons. They want to learn
last October 2008 that “more must be
slowdown, with working holiday visas for
club – Manchester’s
British English, enjoy access to Europe,
done to encourage England’s university
Australia up 20% over the last year.
cultural icons are world
as a teacher in the UK
monitor the conference’s environmental
and take advantage of potential interna-
students to spend time studying abroad.
famous and a big draw
and an exchange teacher
performance.
tional employment opportunities”, said
Lammy said: “The key is mobility…
Amanda Gripske of the Australian Visa
for international students
in the USA, in addition to
The World Youth &
James Pitman, Managing Director of
we want to get to the point where it is
Bureau comments “the recession in the
who appreciate the lower
his former Chairmanship
Student Travel Confer-
For further details about the new green
Study Group.
as common for our students to study
UK and Ireland has given young people
cost of living compared
of Manchester’s educa-
ence will take place in
initiatives being launched at WYSTC 09 and
abroad, as it is for them to choose loca-
the opportunity to take twelve months off,
to London.
tion committee – make
Manchester from 22nd
to see how you can reduce your footprint at
tions in the UK.”
and it’s exciting to see that the number
him a fitting and inspira-
to 25th September. For
this year’s event, please visit www.wystc.org
education during this year’s economic slow-down.
While the UK remains a leading destination for education, the number of UK students studying abroad remains relatively
26 youth travel international
The level of support that WYSTC has
centre shuttle bus service is available to all
out more about travelling
To help make this the greenest conference
Sir Richard’s long career
to Manchester go to
ever, WYSTC is working with industry
working with youth - first
www.visitmanchester.com
body Green Globe to identify, improve and
of Working Holiday Visa continue to soar
Sir Richard Leese, leader
tional speaker to deliver
more information please
in 2009.”
of Manchester City Coun-
the opening address
visit www.wystc.org
WYSE Travel Confederation
WYSE Travel Confederation
youth travel international 27
ON THE ROAD AT INDUSTRY EVENTS ON THE ROAD AT INDUSTRY EVENTS ON THE ROAD AT INDUSTRY EVENTS ON THE ROAD AT INDUSTRY EVENTS
ITB-BERLIN 2009 – Germany
Work Experience Travel Market & IAPA Annual Conference – Austria
The Youth Travel Hall at ITB-Berlin, the world’s biggest travel trade show, celebrated its 10th anniversary this year and the Confederation community marked this special occasion by hosting a lively programme of youth travel events and seminars. 1 - Celebrating 10 years of Youth Travel at ITB: WYSTC’s Susan Goldstein on stage with RUF-Jugendreisen’s Tom Korbus and ITB’s Vice President Martin Buck. 2 - Ribbon Cutting to mark the fifth anniversary of the Youth Incoming Germany pavilion in the Youth Travel Hall 3 - STAY WYSE Budget Accommodation Seminar: with speakers from Meininger Hostels, German YHA, A&O Hostels, B&B Hotels and Accor discussing the impact of the recession on the sector
4 - Corporate Social Responsibility Seminar: moderated by WYSE Travel Confederation’s David Jones pictured with John Koldowski Director of Strategic Intelligence PATA, and Richard Edwards Director of Planeterra Foundation.
Hundreds of cultural exchange work, abroad and au pair professionals gathered in Vienna for three days of sector-focused seminars and networking events hosted by WYSE Work Abroad & the International Au Pair Association (IAPA). 1
1
1 Work Abroad organisations discussing the challenges and solutions for work placements in the US Market
5 & 6 - Members and partners catching up at WYSE Travel Confederation’s Networking reception in the Youth Travel Hall.
2 Congratulations to Ricardo Silva de Araujo from Brazil – winner of IAPA’s Au Pair of the Year Award 2
2
– pictured with representatives
3
from Cultural Care. 3-4 Business appointments – busier than ever this year 5 Opening Reception with Susan Goldstein giving the welcome address 6 Looking forward to WETM 2010 in Miami
4
3
4
5
6
28 youth travel international
5
WYSE Travel Confederation
WYSE Travel Confederation
6
youth travel international 29
550+ members One global community
Industry events
WYSE Travel Confederation
Meet up with the WYSE Travel Confederation community at the forthcoming trade events... September 2009
October/November 2009
April 2010
4-6 ALPHE UK London, UK International Education Sector
31-1 ICEF Work & Travel Forum Berlin, Germany Work Abroad Sector
11-13 ALPHE Istanbul, Turkey Language Travel Sector
November 2009
April/May 2010
1-3 ICEF Berlin Workshop Berlin, Germany International Education Sector
29-1 International Association of Language Centres (IALC) Workshop Galway, Ireland Language Travel Sector
7-9 Study World London, UK International Education Sector 22-25 World Youth & Student Travel Conference (WYSTC) 2009 Manchester, UK Bringing together every sector of the youth travel industry at the annual conference
October 2009 21-23 ITB Asia Singapore The global travel industry meets at ITB’s conference in Asia
30 youth travel international
March 2010 10-14 ITB Berlin Berlin, Germany The world’s biggest travel trade show 17-19 Work Experience Travel Market (WETM) & IAPA Annual conference Miami, USA Annual conference for the work abroad, cultural exchange and au pair sectors
“Rejans-Prim” SRL • A&O Hotels and Hostels Holding AG • A2Z Au Pairs • ABC Leana Au Pairs • Abreu Jovem • Acacia Adventure Holidays Ltd • Academic Adventures in America • Academic Study Associates • Accademia Europea di Firenze • ACCESS International English Language Centre • Accueil International Services • active abroad & Au Pair Agentur MariaTheresia • Activity International • Adventure Heart by Intersprog • Adventure Tours Australia Group Pty Ltd • AEP - Centre of coordination and Services • Africa Calling • Africa Calling • African Impact • Agencia de Viagens Tagus • Agencja Turystyczna Migacz Travel • Agency Annonce ET • AGORA BCN • Alcalingua Universidad de Alcalá • Alliance Abroad Group, Inc. • Allianssi Youth Exchanges • Almatur (jsc) • ALOTT • Alpetour Touristische GmbH • Amadeus Association Transnational Education • American Academy of English • American Institute for Foreign Study (Australia) • American Institute for Foreign Study (Deutschland) • American Institute for Foreign Study (South Africa) • American Institute for Foreign Study Inc (USA) • American Institute for Foreign Study Ltd (UK) • Ancar Actividades SL • Andean Tours Ltd • ANDE-LM • Angel Au Pairs • Anglophiles Academic • Antipodeans Abroad • APICIUS s.r.l. • APITU /Good Morning Europe • APITU Good Morning Europe • Aquarius • Ardmore Group, The • Ashlee House • Asociatia Pentru Sprijinirea Tinerilor Studentilor si Profesorilor • Ass. of International Education Counselors Turkey • ASSE International • Association Familles Jeunesse • Associazione Lingue e Culture Europee • ASTA Reisen Stuttgart GmbH • Astor Hostels London • ASTUR - Agentur für Sprach- und Studienreisen GmbH • Atlantic Language Galway • Atlantis Youth Exchange • atmosfair • Au Pair Ecosse • Au Pair Foundation • Au Pair in America • Au Pair Interactive • Au Pair International • Au Pair International • Au Pair International serviced by Accent • Au Pair International serviced by Accent • Au Pair Netzwerk • AU PAIR PERU S.R.L. • Au Pairs Direct & Jobs UK Ltd • Au Pairs International • Au Pairs Worldwide • Aupair & Language Center Sweden KB • au-pair 4 you • AuPair Austria • Au-Pair Colombia E.U. • AuPair International EIRL • AU-PAIR KFT • Au-Pair Service Dr Uwe Krenz • AuPairCare Inc. • AUpairUA Agency • Australian Council for Private Education & Training • Australian Internships Industry Association • Australian Tourism Export Council • AVI International • Aviatur SA • Backpackers Villa Sonnenhof • Backpackers Villa Sonnenhof • Backpacking Hostel Australia P/L • Backpacking South Africa • Bakalari • Barcelone Mar Hostels • Base Backpackers • Be Intern Recruiting Inc. • Beijing ZhengHong ABCDV Culture Exchange Center • Belair Travel & Cargo (P) Ltd • Berlitz Language Center Malta • Berlitz Languages, Inc. • BHV Education • Blueberry Språkresebyrå AB • Brazilian Educational & Language Travel Association • Bridge Linguatec, Inc. • Britannia Learning & Leisure Ltd (Kingswood) • Britannia Student Services Ltd • British Educational Travel Association • Brooklyn Tourism • Brussels Youth Hostels - Loger Jeune à Bruxelles • BUNAC • Bureau International du Tourisme Social • BusyBee Au Pairs Ltd • Butterfly et Papillon • Cactus Worldwide Ltd • Camp Counselors USA, Inc. • CAMPS International • Canadian International Student Services • Canadian Summer Camps • Canadian Universities Travel Service • Cara International • Career Internship Abroad • CareMed GmbH • carpe diem / TravelWorks • CEAE - FALGAS • CEI Centre d’Echanges Internat. - Club des 4 Vents • Celtic Budget Accommodation Centres • Celtic Childcare • Center for Cultural Interchange, The • Central de Intercâmbio Viagens Ltda • Central do Estudante • Centre for English Teaching - University of Sydney • Centre International de Séjour de Paris • Centre of English Studies • Centro de Lenguas e Intercambio Cultural • Centro Internazionale • Chamber College • Chelsea International Hostel • Childcare International Ltd • China Greenland Travel & Culture Co. Ltd • Chinese Taipei (Taiwan) Youth Hostel Association • Choice Students International • Ciaro Hostel Group • CJP • CKM SYTS • Clearing House Service • CLM Bell Srl • Club de Relaciones Culturales Internacionales - Language Connection • Clubclass Ltd • Coaching Solutions trading as Solution Au Pair • Coffee Shack Backpackers Lodge • COINED International • Colegio Maravillas • Coliseum Ltd. • Compass Benefits Group • Computer & Ferien Camps AG • CONNECTIONS • Conservation Volunteers Australia • Contact Europe • Contiki Holidays for 18 - 35s • Contiki Resorts • Converse International School of Languages • Cork English College • Cork Language Centre International • Cosmo Educación • Council for Educational Travel USA • Council of International Education & Language Travel • Council on International Educational Exchange • Council on Standards for International Educational Travel • Country Club Castelfusano • CPLC Education Center • Croatian Youth Hostel Association • CTS • CTS VIAGGI Srl • Cubamar Viajes SA • Cultural Care Au Pair • Cultural Care Au Pair (Austria) • Cultural Care Au Pair (Brazil) • Cultural Care Au Pair (SE) • Cultural Embrace • Cultural Exchange Foundation • Cultural Exchange Network • Cultural Homestay in Europe Ltd • Cultural Homestay International • Das Reisenetz e.V. • de Hirsch Residence • De Mondriaan Onderwijsgroep • Deutsches Jugendherbergswerk • DI.L.IT International House • did deutsch-institut • Disney Youth Group Programs • Domar Travel Education • Dominion English Schools • Don Quijote - Enforex Spanish in the Spanish World • Dorset College • Downtowner Inn Toronto • Dr Frank Sprachen & Reisen • Dr Steinfels Sprachreisen GmbH • Dr. Walter GmbH • Dublin School of English • DWS Spanish School • E&P Education Service (Shanghai) Co. Ltd • EC Group • ECELA • Ecole France Langue • EDM Education • EducaCentre Russian St. Petersburg Tours • Educamos Viajando Ltda • Education Centre Durbe • Educational Cultural Exchanges International Ltd • Educational Travel Center Ltd., Part. • EduGuide International • EduHouse Inc. • EduYork Educational Services • EF Education (Deutschland) GmbhH • EF Education A/S • EF Education Sp. z o.o. • EF International Language Schools • EF International School of English • EF International School of English • Egyptian Student Travel Services • EIL - Intercultural Learning • EIL Ltd • Ekaterinburg Center “Education Abroad” • ELG Europäisch-Lateinamerikanische Gesellschaft • Elite Vacanze Srl • Elite Vacanze srl (PLUS) • ELS Language Centers • Embassy CES • Emerald Cultural Institute • English 2000 School of English • English Australia • English Language & Travel Association of South Africa • English UK • Envol Espace • Equipeople Ltd. • Equity Point Youth Hostels • ERGO Limited • ESL - Ecole Suisse de Langues • Estudiantes Embajadores de Mexico • Estudio Sampere • ET “PAT-KATERINA DRAGNEVA” • ETCi Ltd • Ethic Étapes • EurAupair Intercultural Child Care Programs • EURO Hostels Ltd • Eurocentres • Eurocentres- Foundation for Language and Educational Centres • Euroculture Ltd (ICS) • Eurojob Ltd • Euroma • Europair Services • European Au Pair Agency, The • European School of English • Euro-Schulen-Organisation • Evmar Agency • Exit.is • Exito Mundi • Experiment e.V. • Experiment France • Experimento de Convivência Internacional do Brasil • Explorica • Express Youth and Student Travel Bureau Ltd • FBItaly • FDSV • Federal Vacation Co. • Federation EIL • Federation of Estonian Student Unions (Eesti Üliõpilaskondade Liit) • Fédération Unie des Auberges de Jeunesse • Feet Up Hostels • FERIENBOERSE für alle von 6 bis 26 - Understanding by encountering • FIAP “Jean Monnet” • Fiesta Tour Travel Agency • FinnTourist • Finntourist/Koulumatkailutotoimisto Oy • First Place Inc. • Flying Pig Hostels Amsterdam • Foreign Study Travel Service • France for young people! • Galway Cultural Institute Limited • GAP Adventures Inc. • Gençtur • Generator Hostels Ltd • Genki & Japanese Culture School • GeoVisions Inc. • GET Educational Tours Pty Ltd • Ghana Youth Exchange Experiment • Global Connection • Global Gossip • Global Partnership • Global Resources for Education & Travel, Inc. • Global Resources for Education and Travel (GREAT) • Global Secutive, LLC • Global Student Community • Global Village Backpackers Inc • Global Village English Centres • Global Vision International (GVI) • Global Visions Education Ltd • GLOBUS-Idiomas, Formacion Y Ocio • Glory Educational Services Ltd • GLS Sprachenzentrum • GoAbroad.com • goAUPAIR Operations LLC • Good Hope Studies • Gouda Insurance (ISIS) • Greenway/ The Green Lion • Greyhound Australia Pty Ltd • GTS International • Hans Brinker Hotel • Hatters Hostel Ltd • Henan Boao Culture & Communication Co. Ltd • HI Chile • High Schools International • Hispano’s Tours SA • Hôme Hostels Valencia Spain • Home Language International • Hong Kong Student Travel Ltd • Horizonte • Hormuz Tours Ltd • Horner School of English Ltd, The • Hostel Celica • Hostel of the Sun Napoli • Hostelling International - ASL • Hostelling International - Canada • Hostelling International Argentina • Hostelling International Taipei YH • Hostelling International-USA • Hostelrescard.com Inc • House o Orange Au Pairs • I.M.A.C. Instituto Mexico Americano de Cultura • IBC Student Exchange Ltd • ICEF • IDC Vietnam • Ideal Friendship Nepal • Ididbetter • Idiomas SA • IELS • IES Global China (HK) • ILS Italian Language School • iMandarin Chinese Language Institute • Information Advice Service • INFORT Instituto para la Formacion • Institut Parisien • Institute of English Language Studies • Instituto de la Juventud • INTEJ • Interbusiness • Intercambios y Turismo Ltds • Intercultura de Centro America • InterExchange • Intermediate srl • International Association of Language Centres • International Au Pair Italy • International Au-Pair & Lang Abroad Explora Group • International Center “East West” • International Centre “Education & Business” • International Council of Tourism Partners • International Cultural Exchange Organization, Inc. • International House Berlin PROLOG • International House Xian • International Language Academy of Canada • International Language College • International Language Schools of Canada • International Options, Inc. • International Paradise Connexions Tours & Travel • International Quest • International Student & Youth Travel Agency • International Student Volunteers, Inc • International Students House • International Trainee Network, LLC • InternationalTravel & Education Co • International Work Experience • Internet Advantage • Interservice • InterStudies Ltd • Interstudioviaggi SRL • Interway S.A. • INTO Schüleraustausch • INTRA Tours & Incentives • Intrax Cultural Exchange • Intrepid Travel Pty Ltd • InTuition Languages Ltd • IP International Project GmbH • Irish Education Partners Ltd • ISIS Education & Travel Group • Israel Youth Hostels Association • ISSTA Lines - Israel Students Travel Ltd • Istanbul Language Centre • Italian in Italy • i-to-i UK Ltd • iTTTi Vancouver • Janet White Agency • Janina Robeva-JANA E • Janus International Hospitality Student Exchange • Jazz Hostels • Jenny Braden Holidays Ltd • JETPAK HOSTELS • Jibek Joly Company Limited • Job Options Bureau • Joint Stock Company “Spectrum Travel” • Joseph Allnatt Centres Ltd • Juno Au Pairs • Just Au Pairs Inc. • Juventud Y Cultura • Kaichuang International Cultural Exchange • Kang Wen Culture & Education Foundation • Kaplan Aspect • Karavan Travel & Trade • KEY Educational Travel Ltd • KILROY • King George International College • Kings Group • Kingsbrook Language Services • Kiwi and Feejee Experience • Korea International Student Exchange Society • Korea National Tourism Organization • Kouzon i Ko • La Ligue de L’enseignement • LAL Group • Langex • Language Courses Abroad Ltd • Language Network LTD • Language School Worldwide S.L. • Languages Canada Association • Langues Sans Frontières (LSF) • Libra Tourism Education Entertainment • Linguatime School of English • Linguaviva Educational Group • Link School of English • L’Oceane • Lonely Planet • LSC Language Studies Canada • Madventure Travel Limited • Magister • Mandarin House • Martin Peters Sprachentraining • Media Touristik AG • MEININGER City Hostels & Hotels • MelonDistrict • Merica Group • Messe Berlin GmbH • Milla Tourismo trading as Instituto de Estudio Andinos • Millennium Au Pairs • Millennium Ltd • Ministry of Education, Taiwan • Mission Hollandaise • MM Oxford Study Services • Montreal YMCA International Language School • MS Wranghel • MSL Travel Sdn Bhd • Multikultur International Exchange Services • Mundo Joven Travel Shop • munichaupair Patricia Brunner e.Kfr. • MYDAYTRIP.COM • NARVEM Cia. Ltda. AuPair to the World • National Student Travel Foundation • National Youth Commission, Taiwan • New York Language Center • New Zealand Management Academies Ltd. • NorthWest Student Exchange trading as CICD • Novas Ideias • NUS Services Limited • NYCHostels.com • ODTE • Office National de Garantie des Sejours et Stages Linguistiques • OIK • Oliver Twist Work & Study • Omnicom School of Languages • Open World Education Ltd • OST Ltd • Österreichisches Jugendherbergswerk • OTEC International • Overseas Visitors Club • Oxford Language Centre International Education Consultancy • Pacific Asia Travel Association • Pacific Intercultural Exchange • Pasantias Argentinas • PAX Hostel • PEC Hotel Staff Ltd • Philippine Department of Tourism • Pierre & Sprachferien • PLI - Pacific Language Institute, Inc. • PME Familienservice GmbH • Port O’Call Eco Lodge • PractiGo • Praktikawelten • Prime Resorts & Tours Promotions • Programa Inglés Abre Puertas • Project International • Projectos IVI Venezuela C.A. • Prowork Adam Kaczorowski • Quest Language Studies, Canada • Quick Aupair & Nanny Agency • Quickhelp Agency Ltd • Radical Travel Group Limited • Real Gap Experience • Regent Language Training Ltd • Reisedienst Deutscher Studentenschaften GmbH • Rennert Bilingual • rerweerwerweLLP • Rosa dels Vents trading as RV Youth Hostels • ROSPERSONAL Ltd • RUF-Jugendreisen, Trend Touristik GmbH • Russian International Academy of TourismRussian Intern. Academy of Tourism • SaltyCrax Adventures • Sambini Selomon • SANDEMANs New Europe • Sara’s New York Homestay LLC • SASTS Working Adventures • S-au pair intermediate • Say Hueque Travel Agency • Scotia Personnel Ltd • Scuola Leonardo da Vinci • Scuola Lorenzo De’ Medici 2 • Sehdev Travel & Educational Services • Séjours Internationaux Linguistiques et Culturels • SEN Travel • SETEJ MEXICO A. C. • Shamrock Au Pair Agency • Shanghai CIIC International Business Development C • SHE Travelling Consultants - Spanish Heritage • Sichuan Overseas Affairs & Exit-Entry Service Centre • Sindbad Travel International • Singapore Tourism Board • Sitio de Contacto • SLOVENSKO POPOTNI_KO DRU_TVO ERAZEM • Small World Travels (India) • Smaller Earth • Smart Space (UK) • Soames Paris Nannies • Soléxico Language and Cultural Centers • Southern Cross Cultural Exchange • Spanish Abroad, Inc. • Spanish Study Holidays Ltd • Speedwing • Spirit Cultural Exchange • Sprachcaffe - Languages Plus • Sprachdirekt GmbH • Spring International Language Center • Sputnik Shareholding Company • St Christophers Inns • STA Travel Group • STAR Travel • Starboard Hotels • STB Student Travel Bureau Australia • STB Student Travel Bureau Brazil • STB Student Travel Bureau New Zealand • STEP IN GmbH • STIC Travels Pvt Ltd • STS Student Travel Schools • Studenska Turisticka Agencija Zagreb • Student & Youth Travel Association • Student & Youth Travel Organisation • Student Agency Ltd • Student American International, Inc. • Student Youth Travel Organisation Senegal • Study Group International • Study Group International (Australia) • Study Group International USA • StudyGlobal • StudyTravel BV • Sundowners Travel • Sunny Smiles Au-Pair Agency • Suntrek Tours Inc. • Super Nanny Au Pair Services • Swan Training Institute • Swiss Youth Hostel Association • Sydney English Language Centre • SYTravel Tunisia • Tamwood International College Ltd • TANDEM International e.V. • Tecama Viajes Cursos y Camps • Thai International Education Consultants Association • The Childcare Company - incorporating au pair selection • The Department of Trade and Industry • The Language Academy, Inc. • The Training Partnership Ltd • TIJE, Youth & Student Travel • Toerisme Vlaanderen • Top Deck Tours Limited • Tourism Australia • Tourism Authority of Thailand • Tourism Bureau, Min. of Transport & Comm • Tourism NT • Tourism Tropical North Queensland • Tourism Victoria • Tourismus Agentur SchleswigHolstein • Transinex PTE Ltd • Travel Active • Travel Agency Kolumbs • Travel CUTS USA • Travel World Co. Ltd • Travel, Exchange & Education • TrekAmerica Travel Ltd • Truva International Education Service • Tucan Travel • TWIN Training & Travel • U in the USA LLC • UAB Idiomes Barcelona • Ueberland Reisegesellschaft GmbH • Uhak.com • Ukinbound • Union Nationale des Associations de Tourisme • United Holidays • United Travel Study Service Ltd • University Co-op Tourism • University of Bath • UNSW Global Pty Limited • USIT • usit COLOURS • USIT Now • Uzsienio kalbu mokymo centras - UKMC • Vancouver English Centre • VIAJES COLON • Viajes Sanabria SA / Linguatur • Vienna Group T/A Umi Hotels Ltd & Access Apartments • Village Camps SA • VIP Backpackers • VisitBritain • Wake Up! • Web Reservations International Ltd • Wereldstage • WESTEDU International Education Consultancy • Williams College • WISE • Wish International, Inc. • Work & Travel Company Australia • Work&Adventure • World Education Program • World Nomads • World Study Brazil • World Wide Au Pair & Nanny • World Wide Cultural Exchange, Inc. • YA Language School • YES Au Pair • YHA (England & Wales) Ltd • YHA Australia • YMCA of Greater New York • YOBIX Tours Co. Ltd • You2Africa • Youth Discovery Programmes • Youth Hostels Association of Russia • Youth Travel McPom • Zigzag Travel
May/June 2010 30-4 NAFSA – Association of International Educators Kansas City, USA International Education Sector
WYSE Travel Confederation
WYSE Travel Confederation
youth travel international 31
WYSE Travel Confederation Keizersgracht 174 1016DW Amsterdam The Netherlands Tel. +31 (0)20 421 2800 Fax. +31 (0)20 421 2810 info@wysetc.org www.wysetc.org