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Manchester, United Kingdom — 22-25 September 2009

WYSE Archives

Next stop: In-destination experiences and the youth travel market

Prof. Greg Richards, Research Advisor, WYSE Travel Confederation

ITB Berlin 2019, Hall 4.1, WYSE Workshop area

Wednesday, 6 March 13:00 – 13:30

Session description

The experience hunger of millennial travellers is fuelling a boom in destination-based activities and tours. Drawing on data from WYSE Travel Confederation’s New Horizons Survey of global youth travel, Airbnb Experiences, and destination case studies of visitor experience, we will examine the growth in this market in terms of activities, spending and booking patterns. We will also look at what different types of young travellers do and which destinations score highest for cultural activities.


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).