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Magazines and North America's Youth Market Global youth travel is on
the rise as costs fall, the Internet makes booking
easy and young people take time off to travel after
either finishing school or college, or between
college years. They are setting out to explore
different cultures and places, perhaps learn a
different language, do some au-pair work and tuck
some travel experience under their belt before
taking on the working and family responsibilities
of adulthood. These young people are the
targets of groupings like the Federation of
International Youth Travel Organizations (FIYTO)
and the International Student Travel Confederation
(ISTC) which met in Dusseldorf, Germany, in
September 2000 for their joint annual bash called
the World Youth and Student Travel Conference
(WYSTC). Also at the WYSTC were a number of smaller
groupings affiliated with FIYTO and/or ISTC, like
the International Au Pair Association and
Association of Language Travel
Organizations. Altogether, the WYSTC brings
together accommodation centers, adventure travel
companies, au pair agencies, home-stay
organizations, educational travel groups, theme
parks and restaurants, student travel bureaux,
youth hostel associations and many others with an
interest in the promotion of youth travel. It is
the only conference of its kind
anywhere. Born in 1951, mainly to bond
erstwhile trans-Atlantic wartime enemies, FIYTO's
aim has been to promote educational, cultural and
social travel among young people. To the travel
trade, international and government organizations,
FIYTO campaigns for the special identity of young
travelers and their right to affordable travel and
travel-related services. The other organization,
ISTC, groups together associations serving
primarily the student travel market, like those
providing air tickets and insurance services. One
of its most important functions is the issuance and
administration of the International Student
Identity Card (ISIC - more about this below).
Though there is considerable overlap between the
membership and philosophies of FIYTO and ISTC, they
have been kept separate because their cultures are
essentially different. While the industry wants the
young to travel because it improves their prospects
of getting jobs, many countries impose strict visa
and work permit restrictions, even though many
young people bring language and other
qualifications that few local citizens could
match. The surprising lack of
interest from the PATA region So far, the youth market is
dominated by travelers from the industrialized
countries. From the PATA region, this includes the
USA, Australia and Japan. But a huge future
potential lies in wait, especially when considering
the emerging markets of India and China (PRC). Add
to that Korea (ROK), Chinese Taipei and the
economically-recovering countries of the
Association of Southeast Asian Nations, and
handling youth travel becomes a major growth
opportunity. Sadly, it is one that most PATA
countries have not yet taken seriously. Before FIYTO and ISTC merged
their annual conferences into the WYSTC in 1992,
FIYTO had convened in Asia several times, including
Pattaya and Beijing. Indeed, the last annual WYSTC
took place as recently as September 1999 in
Bangkok. In spite of that, interest from Asia has
been slow to take off. At the WYSTC 2000 in
Dusseldorf, total delegate turnout from Asia was
less than 50 out of a total attendance of nearly
800. Only the Japanese are
beginning to show considerable interest in line
with the growth in Japanese youth travel worldwide.
The Tourism Authority of Thailand took up half a
booth to maintain the profile in the aftermath of
the 1999 Bangkok conference and distribute
supporting material. But the lone Thai seller was a
small Bangkok youth hostel which took advantage of
a special opportunity for smaller exhibitors to
take a table top for only US$100. One regular Asian
buyer/seller at the WYSTC is Mr. D. Ramchand, Chief
Executive of MSL Travel, Malaysia. He set up MSL
Travel in 1975 and became a member of FIYTO in
1987. He has attended most of the FIYTO conventions
since then, and all the WYSTCs. Mr. Ramchand believes Asian
governments need to institutionalize youth travel.
He says that in the industrialized countries,
students and youth travel discounts are part of the
system, along with special rates for pensioners and
handicapped people. In Pacific Asia, he says, none
of the major Southeast or South Asian countries
have such facilities. Mr. Ramchand says serving
Malaysian students going abroad and student/youth
inbound business makes up about 60 percent of his
total business. As a licensee of the ISIC card in
Malaysia, Mr. Ramchand turns out 12,000 cards a
year. Expanding awareness of the ISIC card and
gaining acceptance is an on-going process. The card
delivers 50 percent discounts on Air Asia, 25
percent on Pelangi Air and 20 percent discounts on
airport coach transfers from Kuala Lumpur
International Airport to the city. He says Asian governments
need to make a start by first clearly identifying
what youth travel is. In Europe "youth" is defined
as being under 26 but in India it is under 30 and
in Malaysia under 40, which would comprise 40
percent of the population. He says efforts have
been made to set up a Pacific Asia chapter of
FIYTO, but it has not worked out. He suggests that
youth and student travel groups need to raise their
profile at regional and international travel shows
such as the PATA Mart and ASEAN Tourism
Forum. Reach and
Influence To book
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All
around the world, millions of young travelers are
taking to the road
Mr.
Jack Coronna, the immediate past president of
FIYTO, estimates that the youth market comprises 20
percent of mainstream tourism. In 1999, the 353
members of FIYTO served 16 million young travelers,
generating an estimated turnover of US$8 billion
and selling over seven million air and surface
transport tickets. FIYTO member organizations also
employ about 28,000 full-time staff and another
70,000 people on a part-time or seasonal basis.
They own and manage about 600,000 beds in hotels,
hostels, holiday and accommodation
centers.
Growth
in the youth market has not been free of problems.
The young are proficient Internet users, which
means that many established companies that once
specialized in handling their travel arrangements
risk redundancy. Young people are also prone to
security and health risks because of their love for
adventure and a desire to visit
off-the-beaten-track places.