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F words dominate millennial travel splurges

Feb 27, 2019

No need to cover your ears. It’s food and festivals that are dominating millennial travel splurging and WYSE is bringing these two F bombs to this year’s WYSE workshop programme at ITB Berlin.

Festivals and youth as significant building blocks for destinations will be discussed during a WYSE workshop with Professor Greg Richards, Research Advisor to WYSE Travel Confederation. Sound Diplomacy’s Alice Fentro will put music at the centre during a session on festivals, tourist trails, museums and other music tourism initiatives delivering value to destinations and young travellers alike.

When asked about splurge spending related to their last international trip, 27% of millennial travellers said they were very likely to splurge on festivals and events during an international trip[1].

Food and drink experiences make an even stronger connection with millennial wallets, with 37% of millennials saying that they were very likely to splurge on these[2]

Food festivals have become a popular way to discover unique ingredients, flavours and concoctions while travelling. Refusing to remain seated at typical restaurants and cafés, food experiences are also going mobile. Michael Weiss of award-winning culinary discovery app for travellers, bitemojo, will explain how food can be so much more than just something to eat while travelling – especially for the young and adventurous. Tastings, lessons, crafting, and p2p dining will also feature in Professor Greg Richard’s look at in-destination activities of the millennial travel market on platforms like Airbnb Experiences.

ITB Berlin 2019 visitors are welcome to WYSE Travel Confederation’s stand and workshop area in the Youth Travel Hall (4.1/100) on 6, 7, & 8 March for three-days of youth travel industry networking and education.

More insights on youth travel spending are covered in WYSE Travel Confederation’s publication New Horizons IV: A global study of youth and student travel.

[1] New Horizons IV, WYSE Travel Confederation ©2017

[2] New Horizons IV, WYSE Travel Confederation ©2017