yti-august2009-090910-spreads

Issue #42 • 2009 world youth student & educational travel confederation
INNOVATING FOR
TOMORROW’S
OPPORTUNITIES
Where next for the youth,
student and educational
travel industry?
INNOVATING FOR
TOMORROW’S
OPPORTUNITIES
Where next for the youth,
student and educational
travel industry?
2010

WYSE Travel Confederation youth travel international 3
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
Some twenty and thirty year olds are viewing the
recession and redundancy as an unexpected oppor-
tunity to take time out, travel and learn new skills
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.

Foreword
Welcome to yti magazine
For young travellers and our industry it has been a year of many lessons and many chal-
lenges. 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 main-
stream 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 ini-
tiatives - 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: Inno-
vating 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 com-
mercial 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 interna-
tional 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
Youth Travel International Magazine, September
2009 Issue.
Published every 6 months by WYSE Travel
Confederation
Editor
Stephanie Cooper, WYSE Travel Confederation
Design
Mark Bakker, WYSE Travel Confederation
Contributors
Rachel Combie, Marketing Manchester
Emma Croft, Tourism Queensland
Deborah Fitzgerald, WYSE Travel Confederation
Dawn Howell, Tourism Australia
David Jones, WYSE Travel Confederation
Andrew Singer, World Youth Student Travel
Conference (WYSTC)
Rohit Talwar, Fast Forward
Photography
Photographs (excluding industry events and
tourism board images) kindly provided by the
Flickr.com community.
Printer
Gravisie, Leiden, The Netherlands
YTI Magazine has been produced and printed
using fully sustainable materials.
Distribution
Distributed free-of-charge to all members and
partners of WYSE Travel Confederation, Tourism
Boards and delegates at industry events.
View YTI online at www.wysetc.org
Advertising
Advertise in the next issue out February 2010
Contact yti@wysetc.org
Or visit the communications page of
www.wysetc.org to download the media kit
Keizersgracht 174
1016DW Amsterdam
The Netherlands
tel: 0031 20 42 1 2800
yti@wysetc.org
www.wysetc.org
The World Youth, Student Educational
(WYSE) Travel Confederation is a not-for-profit
organisation.

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
TravelThe Bottom Line
32%companies
diversifying into new
youth travel products
and partnerships
Youth Travel Industry Monitor, June 09
60% of tourism boards
view sector as vital to future
growth
Youth Travel Matters: Understanding the Global
Phenomenon of Youth Travel, 2008
-3.5%decline in sales
for youth travel, compared with...
-8% decline for
mainstream travel industry
figures for 1st half of 2009 from Youth Travel Industry
Monitor and Q1 2009 from UNWTO Barometer
60%companies
creating profiles on
Facebook and other
social networks
€112 billion
value of global
market
Youth Travel Matters: Understanding
the Global Phenomenon of Youth
Travel 2008
75% of backpackers
are sticking to their travel
plans this year
Global Gossip, May 2009
Forget the
Budget Image…
The global spending
and travelling habits of
backpackers and 18-32 year
old travellers are revealed
here…
Time for
change…
youth travel
the recession
This year, youth travel
companies are focusing on
innovative new products
and partnerships to combat
the recession…
75%of youth hostel
rooms are en-suite to
cater for an increasingly
sophisticated market
STAY WYSE ‘Business Metrics Study’ 2008
53% companies investing
in marketing to increase sales
€1,915 spend per
trip for average backpacker
worldwide
New Horizons II, 2007
€3,200spend per
trip for average backpacker
in Australia
Tourism Research Australia 2009
53 days on the road
average length of back-
packer trip
New Horizons II, 2007
6 youth travel international WYSE Travel Confederation WYSE Travel Confederation youth travel international 7
Access the Youth Travel Industry Monitor and
other research reports on www.wysetc.org

Youth travel organisations can take heart though
from the general consensus that students and
backpackers have been less affected by the eco-
nomic crisis - and for them - mundane realities
such as the stock market. The latest industry
figures reinforce this and show that the youth
travel sector was down just 3.5 percent during
the first half of 2009 compared to 8 percent
for the mainstream travel industry (figures from
WYSE Travel Confederation’s Industry Monitor
and UNWTO’s Travel Barometer).
There is no denying that most youth travel com-
panies are suffering from a decline in market
demand. Factors such as fluctuating exchange
rates and the knock-on effects of unemployment
on the availability of work placements are having
a devastating affect on business - particularly
for travel retailers worldwide and work abroad
programmes in the US.
However for other sectors, these factors seem
to be having a positive effect in increasing
demand for certain experiences particularly vol-
unteering, study abroad, intercultural exchange
and GAP Year travel.
Destinations such as The UK have now become
more affordable for foreign students, Australia
is experiencing unprecedented demand for
working holiday visas, and au pair agencies
have enjoyed continued growth as young people
view cultural exchange as a valuable alternative
to employment. Youth hostels are also gaining
market share as many families and mainstream
travellers are attracted by their transformation in
quality and good old-fashioned value for money.
Amidst all of the confusion about the recession
and debate over when it will end (next year?…
or indeed the next decade?) YTI Magazine has
sought the views of industry experts and leaders
about what they think the next year holds, how
young peoples’ attitudes to education and travel
are changing, and what their organisation is do-
ing to adapt to the current climate of uncertainty.
Member Comments…
Where do you see your sector heading in
2010…?
Language Travel Education...
Mauro Biondi – CEO of Emerald Cultural In-
stitute, Ireland and Chair of the Association of
Language Travel Organisations (ALTO)
The Language Travel Market will continue to
experience a period of great uncertainty with
growth in countries where they have government
sponsored programmes. The recession is reduc-
ing the length of period that students spend
abroad on language programmes. So the most
important things our market must adapt to over
the next year will be developing more short-term
programmes for students, the strong euro and
changes in visa regulations in various countries.
We are therefore focusing on government spon-
sored programmes and lobbying to reduce visa
restrictions for students.
In the space of just twelve months,
many in the travel industry have gone from great
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.
Where next
for Youth
Student
Travel?
Global
Insights
from the
Industry

Santuza Bicalho – Managing Director of
Student Travel Bureau (STB) Brazil
There will be some growth in 2010. I see
the growth going towards education as
universities worldwide are looking to en-
roll more international students and will
be less restrictive and more welcoming in
accepting these students. Education will
grow in the US and Australia and that will
impact the language travel business in
a positive way. The age range of lan-
guage travellers will also increase as an
increasingly competitive market will make
more professionals recognise the need
for these qualifications. This will create
a new demand not only for higher quality
programmes and language schools but
also for accommodation providers.
Over the next year, youth travel agents will
need to learn more about the products
they sell and be able to differentiate
their products from the mainstream’s
particularly educational consultancies.
We are currently investing a lot in training,
coaching, management and technology to
achieve this.
Au Pair Programmes…
Jack Hompes – CEO of S-au Pair,
Netherlands and Chair of the
International Au Pair Association (IAPA)
Au pair placements globally have stayed
at more or less the same level in 2009.
Receiving agencies in the USA have seen
a small decline while those in Europe
have seen a small growth. However,
sending areas in Africa, Asia and Latin
America have experienced a decline in
placements between -5% and -20%
We see that many au pairs in the US
have taken up the option to stay on in the
same placement for a second year during
2008/2009. Au pairs placed in Europe
can also request a second year but will
usually be placed with a different family
in another European country. So logically
speaking, growth should resume at the
end of this year as new applicants apply
for first year au pair programmes. The ma-
jority of IAPA members believe economic
improvement will be seen during the first
half year of 2010 and expectations are
based on 0% - 3% growth.
Youth Hostels Working Holidays…
Julian Ledger – Chief Executive of YHA
NSW, Australia
In 2009 we have seen young people’s
confidence to travel diminished but this
has been offset by remarkably competi-
tive airfares benefitting long haul desti-
nations like Australia. There has been
growth in working holiday visa numbers
from most markets including Ireland,
France and Germany. There may be less
higher end office work available but those
who have initiative and flexibility will find
work to supplement travel funds and this
One expert who is able to give
an idea of what the future
holds is Rohit Talwar, CEO of
Fast Future Research. Profiled
by the UK’s Independent
Newspaper as one of the top
ten leading global future think-
ers - Rohit works with leaders
in government, business and
associations around the world
to help them anticipate, un-
derstand and respond to the
forces and patterns of change
shaping our world.
Here, Rohit gives us a taste of
things to come…
When do you expect to start
seeing a recovery from the
recession?
There are a lot of different
scenarios for how things could
play out over the next few
years. I think the most likely
is that we’ll see a short term
recovery at the end of 2009
or early in 2010. But be pre-
pared for the possibility that
this may not last. I think we
are heading into a very volatile
era - possibly a decade of
extreme turbulence where
we will see regular waves of
recovery followed by more
downturns or recessions.
What do you think will help
lead the recovery for the
youth travel industry?
In the short term, we will
see further price cutting with
airlines, hostels and hotels all
desperate to fill capacity. Cus-
tomers will take advantage
Rohit Talwar, Futurist: Youth Travel in 2010 and beyond…
10 youth travel international WYSE Travel Confederation
For many, 2010 heralds not only a new dec-
ade but also a whole new era for youth and
student travel as the uncertainties of 2009
continue to create a sea change in young
peoples’ attitudes and travel habits.
may be more likely in Australian regional
areas. An advantage of doing 3 months
regional harvest work is that it creates eli-
gibility for a second year on the visa which
is growing in popularity.
Outbound, the Australian market is resil-
ient and young people are showing the
same enthusiasm for extended travel as
in the past. The continuation in 2010 of
the pilot reciprocal working holiday pro-
gram with the US is good news and we’’ll
see more young people taking up this
option in both directions.
Mikael Hansson – CEO of Hostelling
International (HI), USA
I think the hostel market could be one
of the winners during these tough times.
People of all ages will continue to travel
and shop around in order to get the best
value. The fact that hostels provide cheap
accommodation all year around is one of
our key Unique Selling Points.
It’s essential that we promote what a
hostel offers today in terms of standards
and facilities - there are still many old
perceptions which lead travellers to other
products; and also to ensure that 100%
of our capacity is bookable and shown
online. In addition the sector needs to
continue developing tools to capture rel-
evant business data which enables hostel
operators to benchmark their business
as well as compare them selves to other
accommodation providers.
Youth Travel Retail…
Claus Hejlesen – CEO of Kilroy, Scandinavia
Within the different sales areas we see
major differences. Some markets are still
suffering heavily from the financial unrest
and a major drop in value of currency.
With regard to destinations we see the
following trends happening: Latin America
is still expected to grow, the same goes
for New Zealand. Australia and USA have
had great increase over many years, but
here we see the growth stopping. South-
east Asia is still popular among first time
travelers but experienced travelers seek
less traveled destinations like rural China.
Interest in Africa is increasing together
with interest in volunteer work.
Innovating for
Tomorrow’s Opportunities
Catch RohitTalwar, CEO of Fast Future
Research, and the following panel of
industry experts discussing their vision
for tomorrow’s industry at the WYSTC
Opening Session.
The Discussion Panel:
• Santuza Bicalho, Managing Director
of STB Brazil
• Mikael Hansson, CEO, Hostelling
International
• Mark Harris, President and CEO of
ELS Language Centres
• Peter Liney, CEO of STATravel Group
• SteveTrooboff, President CEO of
CIEE
This session will take place
onTuesday 22nd September
from 15.00 at the Palace Hotel,
Manchester.
of this and we could see some spikes in
demand. We expect to see a rise in ‘gap
year’ travel by the 20-45 age group and
therefore more demand for ‘Gap Halves or
Quarters’. In addition we expect a steady
rise in demand from developing markets
for education, leisure and adventure
travel. Particular growth will be seen in
China and India through to Malaysia and
South Korea for educational travel.
In the longer term, the industry will have
to identify new business models to
capture an increasingly price conscious
customer in the developed world and
attract more consumers from rapidly ex-
panding economies. ‘Open innovation’ i.e
adopting low cost approaches to product
and process development and promoting
these through social networks will
be essential to keeping businesses
moving forward.
What impact will the recession have on
young people’s attitudes travel habits?
I think we will see a spectrum of respons-
es. In terms of higher education and
training, there will be a lot more emphasis
on secondments, collaborative e-learning,
accelerated learning and volunteering as
people demand greater flexibility in the
types of courses available.
Our current survey on the future of travel
also suggests that eco-friendly sustain-
able travel will continue to rise in impor-
tance and will be a ‘‘must-have’ rather
than a ‘nice-to-have’ for businesses. So
businesses need to start viewing this as
an opportunity rather than a threat.
Enrique Helmbrecht
Director of Coined International,
Argentina
Programs that add value to resumes
are going to increase like language
courses and internships. So although
we are currently suffering, the
demand for intercultural programs
is going to increase even more as the
recession is making young people
aware that they need to differentiate
themselves if they want to succeed.
Language Travel education...
Opening Session at WYSTC...

Cool Destinations
Youth Travel Hot Spots
International Education –
Middle East Saudi Arabia
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
to double to 50 million people, putting the
country’s higher education system under
considerable pressure to accommodate more
students. The Saudi government is respond-
ing by investing heavily in new higher educa-
tion institutions (12 universities have opened
here since 2004) and by creating generous
scholarship programmes for Saudi students
wishing to study abroad. The US alone has
seen a 25% increase in the number of Saudi
students enrolling recently.
Language Travel –
Kazakhstan Azerbaijan
The number of students from Kazakhstan and
Azerbaijan studying abroad to strengthen their
English has tripled in the past three years. The
stable local economy, increase in foreign invest-
ments and youthful population – 30% are below
the age of 20 – have created an important source
market for language schools and agents world-
wide. In May 09, the Association of Language
Travel Organisations (ALTO) hosted a roadshow
in Almaty and Astana, Kazakhstan, to introduce
local language agents and government officials to
ALTO Members from around the world.
Youth Travel Industry Gathering –
Manchester, United Kingdom
Youth, student and educational travel organisations from
around the world will gather in Manchester for the World
Youth Student Travel Conference, September 22-25.
The UK’s largest student city is giving London a run for its
money as an affordable and alternative cultural destina-
tion for international students and young travellers.
Backpacker Destinations –
Columbia Uruguay
Hostel booking engine Hostelworld.com has reported
its biggest growth in demand this year for Columbia
and Uruguay. Hostel bookings in both countries have
jumped by 270% and 150% respectively in the first
quarter of 2009, as travellers continue to seek out af-
fordable and authentic destinations. “Backpackers are
always on the lookout for new destinations, places that
haven’t already been invaded by the masses where
they can get more bang for their buck” says Aisling
White, Marketing Manager for Hostelworld. “Columbia’s
stunning unspoilt scenery and increasingly stable politi-
cal situation have resulted in a much safer country to
travel to, while Uruguay’s improved airline connections
from countries such as Argentina combined with a
currency crash, makes it more affordable. There has
therefore been a huge increase in the number and
standard of hostels available in both these countries
to meet the growing backpacker demand for beds.”
Tourism Boards Youth Travel –
South East Asia
Ministers from the Association of Southeast Asian Nations
(ASEAN) have declared 2009/10 as the year of ‘Youth Travel’. The
social benefits of youth and educational travel - combined with its
resilience to the financial crisis – have led national tourism boards
in South East Asia to focus on the youth sector in their global
branding and promotional efforts over the next year. The Philip-
pines Department of Tourism has partnered with MTV Networks
to create a new global campaign that promotes the Philippines
as a destination for young adventure seekers and music lovers.
“This will help ensure continuity of demand as 70 percent of the
Philippines’ tourism mix comes from youth travellers” says Tourism
Secretary Joseph Durano.
The youthful population of the Philippines and South East Asia is
also creating an important source market for the au pair industry.
This October, The International Au Pair Association (IAPA) will host
a workshop in Bangkok for local au pair agencies to build relations
with the international industry.

While millions of people strug-
gle to find work during the
recession, others have found
a silver lining in the economic
meltdown. These happily
jobless folk tend to be single,
free of financial commitments
and in their 20s or 30s.
Some were laid off, some quit
voluntarily.
Buoyed by severance pay,
savings or temporary jobs, the
funemployed do not spend
their days poring over job
listings. Instead they travel
on the cheap for weeks and
months. And until the bank ac-
count dries up, they’re content
living for today.
“Recession gives people per-
mission to be unemployed,”
says David Logan, a professor
at the University of Southern
California (USC) School of
Business. “Why not make use
of the time and go do some-
thing fun?”
However, there’s more to
funemployment than having a
good time. Many young people
are taking the opportunity
to develop new skills and
enhance their careers through
travelling. “When I talk to peo-
ple, it’s not about unemploy-
ment,” says Katie Edmonds,
29, who was laid off as a
graphic designer in April. “It’s
about, ‘What are you doing
with your time now?”
“I feel like I’ve been given a
gift of time and clarity. The rat
race puts blinders on you and
makes time fly, and then the
next thing you know, you’ve
missed the chance to be your
more exciting self or to push
yourself in a gutsier direction”
adds Katie.
Jean Twenge, an associate
professor of psychology at
San Diego State believes “It
really suggests there has
been a generational shift and
that work is no longer the
be-all and end-all for young
people. What’s more impor-
tant is flexibility, lots of vaca-
tion time and doing something
that doesn’t have that ‘9-to-5’
feeling”.
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 Los Angeles Times,
has written about the
‘funemployed’ Generation Y in
a recent newspaper article.
Funemployed Case-study
Natalie Reeves, 27 years, British
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. “Obvi-
ously 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 Na-
talie. 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.
‘Funemployed’?
For some, unemployment
can be a rewarding experience
Photo:TourismAustralia

“For some older generations, watching
their children embrace an escape from
responsibility is difficult” adds Twenge.
“So while a young unemployed person
might be saying, “This is awesome I’m
having a really good time,” their parents
are probably asking, “Haven’t you gotten
a job yet?”
David Logan, Business Lecturer at USC,
doesn’t think funemployment is unique to
this generation. “The notion of drop-outs
or whatever label is in vogue has been
around for decades. What’s different is
new social media such as Facebook and
Twitter that allows the unemployed to
find each other, share experiences and
make plans.” Rather than dropping out
of society, today’s unemployed are totally
tuned in.
Even the phrase ‘funemployment’ seems
to have originated from users of Twitter
posting comments about their outlook
on life. The daily lives of the unemployed
have never been more public; they are
busy posting and sharing photos of globe-
trotting vacations, planning the next trip
and blogging about their experiences.
Other networking sites such as couchsurf-
ing.com have also created new opportuni-
ties for budget travellers and backpackers
to extend their travel plans on a shoe-
string by providing an online database
of fellow travellers who are offering free
lodging worldwide.
“This generation are putting off settling
down, marrying and having children until
their 30s even their early 40s. Without
kids this group can live a Peter Pan
existence, downsizing their lifestyle
when required. And because they are
able to cut their expenses right down,
they find it easier to enjoy unemploy-
ment,” concludes Barb Kofman who
runs CareerTrails, a Toronto employment
counselling service.
The recession is creating unusual opportunities for some trainee gradu-
ates 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-
ees while cutting costs for the year ahead.
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 ad-
ditional £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 pro-
posals 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.”
Graduate Trainees paid to ‘take year off’
Funemployed Case-study
Cory McCormick, 35 years, Canadian
Suddenly finding herself jobless after working
as the manager of a travel company inToronto
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
aroundThailand, 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 theToronto
Globe and Mail
OUT NOW!
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LANGUAGE TRAVEL MAGAZINE
ALTO Members will automatically receive free copies
of each issue.
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

Having already created hugely popular profile pages on Face-
book, Twitter and Myspace - Tourism Australia is now working with
some of the world’s most influential bloggers in an unusual mar-
keting 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 wild-
life, 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,
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-
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 blog-
gers to promote their destinations, products and programmes
– and more importantly – convert their fans into paying custom-
ers? Back to Tourism Australia who have created popular profile
– 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
The Marketing
Wizards of Oz
Clever Campaigns:

pages on Facebook, Twitter and Myspace
over the past year…
At the time of writing, more than 260,000
people have become fans of Tourism Aus-
tralia’s Facebook page with 1,000 new fans
joining each day. Aussies, travellers and
expats all use the page to share what they
love about Australia, contributing to discus-
sions, and posting photos, videos and travel
tips for fellow fans.
Nick Baker from Tourism Australia says
“These platforms are generating great
word-of-mouth about Australia’s tourism
experiences which is very powerful in
convincing people why they should choose
to holiday here. Around one third of the
Facebook fans are based in Australia and
they are sharing their passion for their
country with fans all over the world, provid-
ing advice to travellers who are either in
Australia or considering a visit.”
“At the same time fans from the United
Kingdom, Germany, Italy, France and the
United States of America are the most vo-
cal in sharing their comments, videos and
photos of their trip. They are either travel-
ling here at the moment, planning to do so,
or are longing to come back” adds Nick.
Earlier this year, Tourism Australia also
launched a ‘See Australia’ page on Twitter,
posting points of interest about visiting
Australia with information, links, pictures,
questions that encourage followers to do
the same. Adventure ideas for potential visi-
tors, such as The Top 10 beaches to surf
then link through to the relevant information
on Tourism Australia’s website. Comments
and feedback from Twitter fans link directly
onto their Facebook page, and vice versa,
thus increasing their content and exposure
across both communities.
Working Holidays on
MySpace Bebo
As well as having a huge following on Face-
book and Twitter, Tourism Australia has also
launched pages on MySpace and Bebo that
promote work and travel opportunities avail-
able to 18-30 years olds, a valuable market
that has provided a much needed boost
to the Australian economy. Visitors to both
sites are encouraged to click through to a
visa application website, a feature that has
proved particularly popular during the doom
and gloom of the recession.
A competition “Win the Working Holiday
of Your Choice” has also run on MySpace
and Bebo for 6 months, offering a person
from each community the opportunity to win
return flights to Australia and a month-long
paid placement. The choice of six differ-
ent jobs highlighting the different types of
experiences and locations available, has
helped capture the imagination of many
young people.
As a direct result of the campaign, the
number of working holiday visas granted to
British travellers over the past year have
increased by 20 percent and for Irish ap-
plicants, by 50 percent.
Converting ‘fans’ into visitors
The final string in Tourism Australia’s youth
marketing strategy has been to connect all
this online activity to the real world.
Roadshows at college campuses across
North America Europe – plus radio
promotion on German MTV, Japan’s JWave
radio station and at Canadian music fes-
tivals – have all encouraged young people
to visit Tourism Australia’s online websites
and promotions.
Partnerships with youth travel agents have
also been key in increasing visitor numbers
and bookings to Australia. For example,
banner adverts and special price promo-
tions on the homepages of STA Travel,
Kilroy CTS have provided price incentives
to book flights and travel arrangements -
thus turning the virtual dream into reality
for young people wishing to work and travel
in Australia.
‘Best Job in the World’ Campaign
Blogging and viral marketing played a cen-
tral role in Tourism Queensland’s ‘Best Job
in the World’ competition - a phenomenally
successful and integrated PR campaign that
captured the world’s imagination this year.
Launched in January 2009, the ‘Best Job’
campaign offered one lucky winner the
chance to work on a paradise island in
the Great Barrier Reef. More than 36,000
applicants from 200 countries applied for
the position which came with a rent-free
luxury villa and $AUD150,000 salary for six
month’s work.
One of the rules of the competition was
that applicants had to create their own PR
and viral marketing campaign in order to
attract votes from the general public. This
‘wildcard vote’ was taken into consideration
by the Tourism Queensland judging panel
during the selection process.
Thirty-four year old Ben Southall from the UK
was announced as the winner in May and
arrived on the island to begin his job on July
1. He has since been exploring the Islands
of the Great Barrier Reef and blogging about
his adventures, posting videos and photos
on the official islandreefjob.com website.
Ben’s ‘caretaker’ role on the island focuses
on promoting what the destination has to
offer to a global audience via his regular
blogs and photo diary.
Great publicity… but what
about sales?
The ‘Best Job’ campaign has so far gener-
Facebook page
• Launched April 2008
• More than 260,000 fans
...and counting
• Aussies, travellers and
expats share discussions,
photos, videos, travel tips,
and what they love about
Australia with fellow fans on
www.fb.australia.com
Twitter page
• Launched March 2009
• More than 1,400 followers…
and counting.
•Tourism Australia posts
points of interest about Aus-
tralia – information, links,
pictures, questions – and
encourages followers to do
the same
www.twitter.com/SeeAus-
tralia
MySpace
• Launched in May 2008
•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
• 70k unique UK visitors
• 95% audience fell within the 18-30 demographic
• Average time spent on page +5 minutes (MySpace average is
3 minutes)
• Users have created their own peer-to-peer forum topics which include
topics such how to find other single travellers going to Australia.
Bebo
• Launched in May 2008
• ‘The GapYear’ was created by
Endemol (makers of the Big
BrotherTV show) in partnership
with Bebo, and enables travel-
lers from the UK Ireland to
participate in virtual ‘work expe-
rience’ placements in Australia
www.bebo.com
The Sartorialist, New York
www.thesartorialist.blogspot.com
• Rated one of
the top 100
design influ-
encers (Time
Magazine)
• Rated 20th
most power-
ful blog in the
world (The
Observer)
• 36 million visits annually
Garance Doré, Paris
www.garancedore.fr
• One of the most popular fashion
blogs in Europe
• 13 million hits annually
Yibo FAN aka ‘The Colourful Map’,
China
http://blog.sina.com.cn/qiseditu
• One of China’s top travel and
youth bloggers
• Nominated as ‘Power Blog 2007
2008’ by Sina.com
Lesmads, Germany
www.lesmads.de
• Lifestyle, fashion, design and
photography blog
• 3 million hits annually
Niall Byrne, Ireland
www.nialler9.com
• Popular Irish music blog
• Blog ranked number 7 on
Technorati (blog search engine)
of top 100 Irish blogs
Bloggers hosted by Tourism Australia in 2009
Photo:TheSartorialist

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
but if that doesn’t covert to sales, what has been the point?”
As it turns out, direct sales to Hamilton Island (the island where
the job is based) have more than doubled since the campaign be-
gan. Qantas has since been offering special $860 return airfares
to Cairns for US tourists and has seen bookings increase by 34
percent. STA Travel reports that growth to Queensland during the
campaign period of February to April was up 17.3 percent com-
pared with 5.4 percent for Australia overall. German travel whole-
saler, Boomerang Reisen also reports that travel to Queensland
increased by 20 percent for the first quarter of this year.
Queensland Tourism Minister Peter Lawlor said “Tourism
Queensland will now be turning its focus to sales activities
specifically targeted at generating benefits to small opera-
tors (including cafes, hotels and tour operators) with an extra
$1.985million being spent to turn exposure into sales”.
Mr Lawlor added that Tourism Queensland is also working with
partners in the UK, Ireland and Scandinavia to create six ‘Best’
spin-off campaigns: ‘Best Holiday in the World’’, ‘Best Adven-
ture’, Best Honeymoon’, ‘Best Sailing’, ‘Best Diving’ and ‘Best
Natural Adventures’. The opportunities to provide a taste of
paradise are now never-ending it seems for Tourism Queensland.
The Marketing
Wizards of Oz
InternationalPayment andCollectionMadeEasy
Visit usat ourstandsat StudyWorldandWYSTC
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..?
The brief:
Brisbane marketing agency, Cummins Nitro, explain how
they struck gold in creating one the world’s most successful
marketing campaigns
‘’Tourism Queensland asked us to launch a new brand, the
‘Islands of the Great Barrier Reef’ to target ‘Global Experience
Seekers’ across eight key international markets.
Due to the limited budget
available for such a global
campaign (it was part of a
three-year AUS$1.7 million
strategy) - we quickly
realised that the only
advertising we could afford
to do across every market
were classified adverts.
That’s where the idea of
a ‘job’ competition first
came about”.
Small display ads were therefore created for the classified sec-
tions of newspapers and jobsites worldwide to promote the com-
petition. Those interested in applying were directed to a website,
islandreefjob.com, which featured stunning imagery of the barrier
reef and was purposefully launched in January at a time when
the northern hemisphere was in the midst of winter blues.
Applicants were required to generate a viral video campaign
online about why they should be the lucky winner. In the end
36,650 applicants from 201 countries created more than 610
hours of video content promoting the campaign product. From
the shortlisted entrants, traditional media channels then picked
up on the opportunity to interview participants from their regional
area.
Throughout the campaign a presence on Myspace, Facebook,
YouTube and Twitter allowed the audience to further engage
with the brand.
Catch Jane Nicholls from Tourism Queensland
talking about the Best Job campaign in more
detail at WYSTC 09 on Wednesday 23 September.



WYSTC09:
Innovating for
Tomorrow’s
Opportunities
See you in Manchester –
a city of ideas, a city of action
This year’s World Youth and Student
Travel Conference (WYSTC) will take
place in the United Kingdom for the
first time in its 18-year history with a
programme packed full of new market
opportunities for the industry.
As one of the world’s most estab-
lished important markets for
youth and student travel, the UK is
a particularly appropriate choice of
location during the current economic
turbulence. Its strong educational
heritage makes it a top destination
for international students, and as the
world’s biggest sending market for
GAP Year travel, unprecedented num-
bers of young Brits are travelling and
working abroad this year.
Innovation in Youth
Student Travel
Throughout history, crisis has been the
mother of invention and WYSTC‘s semi-
nar programme will demonstrate this by
focusing on how the recession is creat-
ing innovative new market opportunities
for youth and student travel.
Leading experts from around the
world will highlight how organisations
from all sectors of youth and student
travel can tap into new markets and
products, using new technology and
communications to combat flagging
sales and create a new vision for the
recession and beyond.
Keynote speaker, Ian Jukes, will kick
off the WYSTC seminar programme by
examining innovation in international
education. How has the recession
changed the attitudes of Generation
Y? How can education providers adapt
to these new global social trends?
As one of the world’s foremost experts
in higher education, Jukes will deliver
an informed look at how innovation
and technology will influence the
industry; demonstrating how new
approaches to cultural exchange and
international education can be used to
advance individual organisations.
Top Destination for
International Education
While fast-growing markets such as
Australia may have challenged the
UK’s position as a top destination for
international students - the relaxing
of UK visa policies and drop in the
British pound have helped Britain to
maintain its top two position for edu-
cation after the USA.
The 2009 report ‘Higher Education on
the Move: New Developments in Social
Mobility’* predicts that in the future -
eight key countries will host 72% of the
world’s international students, these
being: the U.S., United Kingdom, Ger-
many, France, Australia, China, Canada
and Japan [*published by the Institute
of International Education]
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.
WYSTC 09 highlights:
• Hundreds of top level industry
professionals from 80+ countries
• Representing adventure travel,
au pair, backpacking, cultural
exchange, GapYear travel, youth
hostels, student travel insur-
ance, internships, language
travel, student travel agents,
study abroad, volunteer and
work abroad sectors
•Three and a half days of industry
seminars, association meetings,
networking events, business ap-
pointments and trade exhibitions
• Seminar Programme focusing
on innovation in youth, student
and educational travel
Photo:VisitManchester
Photo:PalaceHotel



Since 2005, the number of Chinese
students enrolling in UK institutions
has grown by 300 percent according to
international education provider Study
Group. More importantly, there has been
no perceptible drop in interest from Chi-
nese students wishing to attain a British
education during this year’s economic
slow-down.
“Chinese students choose Britain for a
number of reasons. They want to learn
British English, enjoy access to Europe,
and take advantage of potential interna-
tional employment opportunities”, said
James Pitman, Managing Director of
Study Group.
While the UK remains a leading destina-
tion for education, the number of UK stu-
dents studying abroad remains relatively
“tiny”, according to John Reilly, an expert
in international student mobility and Di-
rector of Academic Administration at the
University of Kent. In an article written by
the UK’s Guardian newspaper he added
“This is an area of failure for Europe and
the UK in particular.”
Improvements could be in the pipeline
though. The UK’s higher education min-
ister, David Lammy, said at a conference
last October 2008 that “more must be
done to encourage England’s university
students to spend time studying abroad.
Lammy said: “The key is mobility…
we want to get to the point where it is
as common for our students to study
abroad, as it is for them to choose loca-
tions in the UK.”
The level of support that WYSTC has
received from government and tourism of-
ficials in the UK may be a good indication
of this growing commitment.
The UK GAP Year Market
British students have always viewed
round-the-world-trips, either before or after
university, as an essential part of their ed-
ucation and this past year hasn’t been any
different. The GAP Year sector is enjoying
unprecedented growth, bucking the global
slowdown, with working holiday visas for
Australia up 20% over the last year.
Amanda Gripske of the Australian Visa
Bureau comments “the recession in the
UK and Ireland has given young people
the opportunity to take twelve months off,
and it’s exciting to see that the number
of Working Holiday Visa continue to soar
in 2009.”
26 youth travel international WYSE Travel Confederation
UK Youth Student Travel Market
Inbound Market:
• #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**
• Of the world’s top 10 rated universities, 4 are in the
UK***
• International 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%****
Outbound Market:
• The UK outbound GAP Year market is worth approx
GBP 2.5 billion, accounting for 50% of the world’s
Gap Year market**
• 28% of backpackers to Australia are from the UK
(more than double any other country)
The greenest WYSTC ever
Manchester is an award winning city for
green and sustainable tourism. A free city
centre shuttle bus service is available to all
visitors to Manchester and WYSTC’s confer-
ence hotel, The Palace, has won awards
for the UK’s Green Tourism Scheme and
Sustainable Tourism Award.
To help make this the greenest conference
ever, WYSTC is working with industry
body Green Globe to identify, improve and
monitor the conference’s environmental
performance.
For further details about the new green
initiatives being launched at WYSTC 09 and
to see how you can reduce your footprint at
this year’s event, please visit www.wystc.org
‘Manchester is the beating
cultural heart of Britain’
The Observer Newspaper
Manchester is home to
one of the largest univer-
sity campuses in Europe.
Over 90,000 students
are spread across four
different universities (Uni-
versity of Manchester,
Manchester Metropolitan
University, Salford Univer-
sity and Bolton Univer-
sity) which help keep the
city forward-thinking and
a hotbed of creativity.
From famous music
bands, pioneering record
labels, multimedia
festivals, major sporting
events, and of course,
a number one football
club – Manchester’s
cultural icons are world
famous and a big draw
for international students
who appreciate the lower
cost of living compared
to London.
Sir Richard Leese, leader
of Manchester City Coun-
cil, said: “We are delight-
ed to welcome WYSTC to
Manchester. Earlier this
year the city was voted
the third best confer-
ence destination in the
world by the readers of
Conference Incentive
Travel Europe – and I’m
confident the delegates
attending WYSTC will be
equally impressed. And
of course, where better
to hold an event for the
youth and student mar-
ket than here – the home
of the largest university
campus in Europe.”
Sir Richard’s long career
working with youth - first
as a teacher in the UK
and an exchange teacher
in the USA, in addition to
his former Chairmanship
of Manchester’s educa-
tion committee – make
him a fitting and inspira-
tional speaker to deliver
the opening address
at the WYSTC welcome
reception which takes
place at Manchester
Town Hall on Tuesday 22
September.
Sir Richard is also a
strong proponent of
innovation and its value
as a driving force in
rejuvenating cities and
communities.
As hosts of WYSTC 09,
The Visit Manchester
Tourism Board looks
forward to welcoming del-
egates to the city. To find
out more about travelling
to Manchester go to
www.visitmanchester.com


The World Youth
Student Travel Confer-
ence will take place in
Manchester from 22nd
to 25th September. For
more information please
visit www.wystc.org
Sources:
*
ALTO’s Global Directions Survey of language travel agents and schools
2009
**
Mintel (2005), GapYearTravel International
***
The World University Rankings Report 09
****
Education at a Glance report, published by the Organisation for
Economic Co-operation Development 08
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 distin-
guished 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.
Innovative Youth Marketing Campaigns
Jane Nicholson from Tourism Queensland explains why an innovative envi-
ronment was critical to the runaway global success of their “Best Job in The
World” campaign.
Jason Fulton (former Head of Consumer Cultures at Nike EMEA) demon-
strates 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.
Creating extraordinary experiences
Leading cultural programmer Alex Poots (Director of Manchester Inter-
national 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.
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.
Making Currency Work for You
Ben Moss from Barclays Capital’s Risk Solutions Group will help you dis-
cover 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.
Photo:VisitManchester
Manchester Hosts
WYSTC 09

ON THE ROAD AT INDUSTRY EVENTS ON THE ROAD AT INDUSTRY EVENTS ON THE ROAD AT INDUSTRY EVENTS ON THE ROAD AT INDUSTRY EVENTS
TheYouthTravel 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.
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 - Celebrating 10 years ofYouthTravel at
ITB: WYSTC’s Susan Goldstein on stage
with RUF-Jugendreisen’sTom Korbus and
ITB’s Vice President Martin Buck.
2 - Ribbon Cutting to mark the fifth an-
niversary of theYouth Incoming Germany
pavilion in theYouthTravel Hall
3 - STAY WYSE Budget Accommodation
Seminar: with speakers from Meininger
Hostels, GermanYHA, AO Hostels, BB
Hotels and Accor discussing the impact of
the recession on the sector
4 - Corporate Social Responsibility
Seminar: moderated by WYSETravel
Confederation’s David Jones pictured
with John Koldowski Director of Strategic
Intelligence PATA, and Richard Edwards
Director of Planeterra Foundation.
5 6 - Members and partners catching up
at WYSETravel Confederation’s Network-
ing reception in theYouthTravel Hall.
1 Work Abroad organisations
discussing the challenges and
solutions for work placements in
the US Market
2 Congratulations to Ricardo Silva
de Araujo from Brazil – winner of
IAPA’s Au Pair of theYear Award
– pictured with representatives
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
ITB-BERLIN 2009 – Germany Work Experience Travel Market
IAPA Annual Conference – Austria
1
2
543
6
1
3
4
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WYSE Travel Confederation youth travel international 3130 youth travel international WYSE Travel Confederation
“Rejans-Prim” SRL • AO 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 Maria-
Theresia • Activity International • Adventure Heart by Intersprog • AdventureTours Australia Group Pty Ltd • AEP - Centre of coordination and Services • Africa Calling • Africa Calling
• African Impact • Agencia de ViagensTagus • AgencjaTurystyczna MigaczTravel • Agency Annonce ET • AGORA BCN • Alcalingua Universidad de Alcalá • Alliance Abroad Group, Inc.
• AllianssiYouth Exchanges • Almatur (jsc) • ALOTT • AlpetourTouristische GmbH • Amadeus AssociationTransnational 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 • AndeanTours 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 SprijinireaTinerilor Studentilor si Profesorilor • Ass.
of International Education CounselorsTurkey • 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 • AtlantisYouth 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
LanguageTravel Association • Bridge Linguatec, Inc. • Britannia Learning Leisure Ltd (Kingswood) • Britannia Student Services Ltd • British EducationalTravel Association • Brooklyn
Tourism • BrusselsYouth Hostels - Loger Jeune à Bruxelles • BUNAC • Bureau International duTourisme 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 UniversitiesTravel Service • Cara International
• Career Internship Abroad • CareMed GmbH • carpe diem /TravelWorks • CEAE - FALGAS • CEI Centre d’Echanges Internat. - Club des 4Vents • 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 GreenlandTravel Culture Co. Ltd • ChineseTaipei (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 EducationalTravel USA • Council of International Education LanguageTravel • Council on International Educational
Exchange • Council on Standards for International EducationalTravel • Country Club Castelfusano • CPLC Education Center • CroatianYouth Hostel Association • CTS • CTSVIAGGI 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 SpanishWorld • Dorset College • Downtowner InnToronto • Dr Frank Sprachen Reisen • Dr Steinfels Sprachreisen GmbH • Dr.Walter GmbH • Dublin
School of English • DWS Spanish School • EP 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 PointYouth 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” • FiestaTourTravel Agency • FinnTourist • Finntourist/Koulumatkailutotoimisto Oy • First Place Inc. • Flying Pig Hostels Amsterdam • Foreign StudyTravel 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’sTours 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 yTurismo 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 “EastWest” • 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 ConnexionsTours
Travel • International Quest • International Student YouthTravel Agency • International Student Volunteers, Inc • International Students House • InternationalTrainee Network, LLC •
InternationalTravel Education Co • InternationalWork Experience • Internet Advantage • Interservice • InterStudies Ltd • Interstudioviaggi SRL • Interway S.A. • INTO Schüleraustausch
• INTRATours Incentives • Intrax Cultural Exchange • IntrepidTravel Pty Ltd • InTuition Languages Ltd • IP International Project GmbH • Irish Education Partners Ltd • ISIS Education
Travel Group • IsraelYouth Hostels Association • ISSTA Lines - Israel StudentsTravel 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 “SpectrumTravel” • Joseph Allnatt Centres Ltd • Juno Au Pairs • Just Au Pairs Inc. • JuventudY Cultura • Kaichuang International Cultural
Exchange • Kang Wen Culture Education Foundation • Kaplan Aspect • KaravanTravel Trade • KEY EducationalTravel Ltd • KILROY • King George International College • Kings
Group • Kingsbrook Language Services • Kiwi and Feejee Experience • Korea International Student Exchange Society • Korea NationalTourism 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) • LibraTourism Education Entertainment • Linguatime School of English • Linguaviva Educational Group • Link School of English • L’Oceane • Lonely Planet •
LSC Language Studies Canada • MadventureTravel Limited • Magister • Mandarin House • Martin Peters Sprachentraining • MediaTouristik AG • MEININGER City Hostels Hotels •
MelonDistrict • Merica Group • Messe Berlin GmbH • MillaTourismo trading as Instituto de Estudio Andinos • Millennium Au Pairs • Millennium Ltd • Ministry of Education,Taiwan •
Mission Hollandaise • MM Oxford Study Services • MontrealYMCA International Language School • MSWranghel • MSLTravel Sdn Bhd • Multikultur International Exchange Services
• Mundo JovenTravel Shop • munichaupair Patricia Brunner e.Kfr. • MYDAYTRIP.COM • NARVEM Cia. Ltda. AuPair to the World • National StudentTravel Foundation • NationalYouth
Commission,Taiwan • NewYork 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 • OliverTwistWork Study • Omnicom School of Languages • OpenWorld Education
Ltd • OST Ltd • Österreichisches Jugendherbergswerk • OTEC International • OverseasVisitors Club • Oxford Language Centre International Education Consultancy • Pacific AsiaTravel
Association • Pacific Intercultural Exchange • Pasantias Argentinas • PAX Hostel • PEC Hotel Staff Ltd • Philippine Department ofTourism • 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 • RadicalTravel
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 NewYork Homestay LLC • SASTS Working Adventures • S-au pair intermediate • Say HuequeTravel
Agency • Scotia Personnel Ltd • Scuola Leonardo da Vinci • Scuola Lorenzo De’ Medici 2 • SehdevTravel 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 • SindbadTravel International • SingaporeTourism Board • Sitio de Contacto • SLOVENSKO POPOTNI_KO DRU_TVO ERAZEM • Small
WorldTravels (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 • STATravel Group • STARTravel • Starboard Hotels • STB StudentTravel Bureau Australia • STB StudentTravel Bureau Brazil • STB
StudentTravel Bureau New Zealand • STEP IN GmbH • STICTravels Pvt Ltd • STS StudentTravel Schools • StudenskaTuristicka Agencija Zagreb • Student YouthTravel Association
• Student YouthTravel Organisation • Student Agency Ltd • Student American International, Inc. • StudentYouthTravel 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 • SwanTraining Institute • SwissYouth Hostel Association • Sydney English Language Centre • SYTravelTunisia •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
ofTrade and Industry •The Language Academy, Inc. •TheTraining Partnership Ltd •TIJE,Youth StudentTravel •Toerisme Vlaanderen •Top DeckTours Limited •Tourism Australia •
Tourism Authority of Thailand • Tourism Bureau, Min. of Transport Comm • Tourism NT • Tourism Tropical North Queensland • Tourism Victoria • Tourismus Agentur Schleswig-
Holstein • 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 •TucanTravel •TWINTraining Travel • U in the USA LLC • UAB Idiomes Barcelona • Ueberland Reisegesellschaft GmbH • Uhak.com • Ukinbound •
Union Nationale des Associations deTourisme • United Holidays • UnitedTravel Study Service Ltd • University Co-opTourism • 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 GroupT/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 • WorkAdventure • 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
550+
members
One global
community
Industry events
September 2009
4-6
ALPHE UK
London, UK
International Education Sector
7-9
Study World
London, UK
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
October/November 2009
31-1
ICEF Work Travel Forum
Berlin, Germany
Work Abroad Sector
November 2009
1-3
ICEF Berlin Workshop
Berlin, Germany
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
April 2010
11-13
ALPHE
Istanbul, Turkey
Language Travel Sector
April/May 2010
29-1
International Association of
Language Centres (IALC) Workshop
Galway, Ireland
Language Travel Sector
May/June 2010
30-4
NAFSA – Association of
International Educators
Kansas City, USA
Meet up with the WYSE Travel Confederation
community at the forthcoming trade events...

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The Netherlands
Tel. +31 (0)20 421 2800
Fax. +31 (0)20 421 2810
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