WYSE Archives

Festivals and the youth market for destination development

Prof. Greg Richards, Research Advisor, WYSE Travel Confederation

ITB Berlin 2019, Hall 4.1, WYSE Workshop area

Thursday, 7 March 16:00 – 16:30

Session description

Festivals are an increasingly important part of the travel scene, stimulating significant flows of young people to cities and rural destinations worldwide. This workshop examines the profiles, motivations, and behaviour of festivalgoers, and outlines their potential impacts on festival destinations in terms of spending, accommodation use and activities. We identify the favourite cities for festivalgoers and discuss how the youth travel industry can benefit from their presence.


Greg is Professor of Placemaking and Events at Breda University of Applied Sciences in the Netherlands. He has extensive experience in tourism research and education and has worked on a variety of projects of WYSE Travel Confederation, UNWTO, and OECD, and with numerous national governments, national tourism organisations and municipalities. Professor Richards has held previous posts at London Metropolitan University (UK), Universitat Roviria I Virgili, Tarragona (Spain) and the University of the West of England (Bristol, UK).