|“We have worked closely with our destination members as they’ve tapped into this valuable travel market – one which stays longer, spends more, and are the most likely to return to the country later in life, with family and friends,” said WYSE Travel Confederation Director General David Chapman.
WYSE Travel Confederation member Fáilte Ireland is one destination that has used WYSE’s youth traveller insights to develop their destination marketing, capitalise on their existing assets, and influence young travellers to experience Ireland beyond the city centres. The Ireland exhibition stand took up a prominent space beside the WYSE Village in Hall 4.1 for showcasing their three signature brands: Ireland’s Ancient East, Wild Atlantic Way, and Dublin, Breath of Fresh Air.
“We knew from New Horizons research that youth travellers are willing to go beyond tourism hotspots, live like locals, and be immersed in Ireland’s culture,” said Amanda Horan, Business Development Officer for Fáilte Ireland. “The research has helped us to fully realise the interests and motivations of each segment of the youth travel industry. That was instrumental in developing our brands.”
The New Horizons Survey has consistently found that top motivations to travel for young people are to explore other cultures, experience everyday life in other places, and increase their knowledge. Millennial and GenZ travellers are not only lucrative for destinations, but they’re also the market that is ready, and willing, to fully embrace sustainable travel.
“Youths are pioneers and trendsetters. They attract others to new destinations and places that are off the beaten track. Destinations that aren’t tapping into the power of youth travel are simply missing out,” said Chapman.