UNWTO and StudentMarketing join forces to underline relevance of student travel
Travel for study reasons is one of the segments that have resulted from the profound diversification of the tourism sector in the last years. With the aim of enforcing the uniqueness of this segment, the World Tourism Organization and StudentMarketing have signed a Memorandum of Understanding (MoU) agreement in the framework of the 22nd session of the UNWTO General Assembly.
According to StudentMarketing, a UNWTO Affiliate Member, the student travel segment amounts to US$ 120 billion in annual spending (including tuition, accommodation and living costs). Research data from 2016 affirms that 1,000 international students generate €14.6 million in revenues and create 220 new jobs in a destination. This generates tax revenue, enhances talent pools and attracts further investment. By 2020, China is targeting 500,000 international students. By 2025, Australia targets 750,000 international students, France 470,000 and Germany 350,000.
“Travelling for purposes related to education and capacity building, consistent areas of work of UNWTO, has become an interesting market niche within the tourism sector. Through this MoU we trust that this unique segment will gain the consideration that it deserves,” said Taleb Rifai, UNWTO Secretary General, at the signing of the agreement.
“We are proud to be continuing our close relationship with UNWTO, not only as an Affiliate Member but also through our expertise in market intelligence and data, which will only further enhance how market participants such as destinations can adapt to the growing and economically important student travel segment,” added Igor Skibickij, COO of StudentMarketing.
The MoU undersigned by UNWTO and StudentMarketing recognizes the growing importance of this niche. The agreement acknowledges not only the relevance of further research and more in-depth knowledge of the sector, but also the importance of educating and assisting stakeholders. The partnership reached builds upon earlier collaboration, including the ITB Youth Travel Summit, ICEF Destinations Meet Student Travel and a number of other industry seminars and workshops for UNWTO members. It also includes the elaboration of the paper “Education Tourism Student Travel”, produced in 2018.