2020: Youth Travel & Cultural Exchange

PRESENTATION

Martijn van de Veen, Vice President Business Development, ICEF, Germany Rachel Durcan, Business Development Manager USA, ICEF, Germany John J. Crist, President/CEO, International Cultural Exchange Services - ICES, USA “People to people diplomacy is needed more than ever in our changing world. This session will explore the positive influences of international cultural exchange on our youth as well as the unique and fast-changing interests of the millennial and generation z youth traveler.

We will explore the ever-changing characteristics, motivations, and needs of young travelers. Relevant sectors and trends in the youth travel and cultural exchange industry will be discussed. Advice on entering the space as an agent, service provider, or educator will be shared along with recruitment best practices and partnership development opportunities.” “People to people diplomacy is needed more than ever in our changing world. This session will explore the positive influences of international cultural exchange on our youth as well as the unique and fast-changing interests of the millennial and generation z youth traveler.

Work & Travel Cultural Exchange

Work & Travel Cultural Exchange Community Service Volunteering program GAP Year

Work & Travel Cultural Exchange Camp Counselor Volunteering program GAP Year

Work & Travel Au-Pair Internship Hospitality jobs Masters

Bachelor’s Education Institution Secondary

Language Course Agency

Cultural Exchange ‘CEWT’ Provider Work & Travel Cultural Exchange

Work & Travel “People to people diplomacy is needed more than ever in our changing world. This session will explore the positive influences of international cultural exchange on our youth as well as the unique and fast-changing interests of the millennial and generation z youth traveler.

U.S. J-1 Exchange Visitor Global Youth, Student, and U.S. Study Abroad and Short- Program Educational Travel Programs term (non-credit) Programs

Au Pair - Camp Counselor Au Pair - Backpacking - For credit / Credit mobility - College and University Bizcation - Culturally- •Summer Terms Student - Government immersive adventure - •Semester 8 weeks or less Visitor - Intern - Community service - Gap •Academic year / Calendar Year International Visitor - Year - Language Travel - •Quarterly Physician - Professor - Purposeful Travel - Short Research Scholar - duration Trip - Student Secondary School Student Travel - Study Abroad - Non-Credit Experiential - Short-Term Scholar - Sustainable Tourism - Activities Abroad Specialist - Summer Work Volunteer Travel - Work • Non-credit work, and Travel - Teacher - experience / Work internships, and Trainee Abroad - Youth Travel volunteering abroad

Source: U.S. Department of State, Bureau of Educational and Cultural Affairs, IIE Open Doors Data, WYSE Travel Confederation 12 Market Potential Market Facts

•U.S. J-1 Exchange 714 Program Sponsors and 15 Categories Visitor Programs 300,000 foreign visitors from 200 countries and territories per year to experience U.S. society and culture and engage with Americans

U.S. Study Abroad Total of 341,751 US students studied abroad in 2017-18 Academic Year

Europe remains the top destination for American students, accounting for more than half (54.9 percent) of all students studying abroad

•Global Youth, 304 Million Travelers Student, and 308 Billion $ in Tourism Educational Travel 3,000 EUR average trip spend Programs 23% of international arrivals

Source: U.S. Department of State, Bureau of Educational and Cultural Affairs, IIE Open Doors Data, WYSE Travel Confederation

13 Trends in Youth Travel Shift from leisure travel towards purpose-driven travel;

Purposeful forms of travel for personal development and/or local community impact: - Work/study abroad - Volunteer travel - Language learning travel

Dramatic increase in the use of online channels and online travel agencies for booking international travel

Friends and family were still the most important information source for young travelers in 2017, but the importance of social media and comparison or referral websites grew significantly in 2017 compared with 2012

Sources that have become less important over the past five years include tour operator brochures, printed guidebooks, tourist offices and travel agents.

Source: ICEF Monitor; WYSE Travel Confederation

14 Generation Z Youth Traveler • Gen Z travelers prioritize experiences ahead of price, but budget is still a consideration.

• Most travelers are undecided on destination when they decide to take a trip, illustrating an opportunity to influence through relevant content and advertising.

• Gen Z are more likely than other generations to take an activity- based trip or travel for a special event or party, but they’re also visiting and traveling with family – and influencing their family’s travel decisions.

• Younger generations can be influenced by social media and advertising, especially through appealing deals, photos and videos.

Source: Expedia Group Media Solutions Research 15 Strategies for Growth Pipeline Recruitment and Partnerships

The high value of youth travel also lies in the ‘lifetime value’ that young people deliver to destinations over the course of their travel career.

Travelers often return to the places they visited earlier in life.

• Community and youth activity centers • Universities and Colleges • Secondary Schools • Religious or Service Groups • Travel Agents or Companies • Accommodation Providers and Hostels • Insurance and Tour Groups • Digital Marketing Companies

Source: WYSE Travel Confederation 16 ICEF’s Role in Promotion and Solutions Overview

• ICEF Monitor coverage on the segment

• Continued segment training and professional development sessions for Agents

• Focused business development and targeted marketing within segment

17 18 19 20 21 22 23 24 25 PRESENTATION Thank you