How to Make LGBT Travel Matter to Millennials

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What can destinations and businesses that are looking to attract the LGBT market learn from wider Millennial travel trends?

Last week’s IGLTA Convention in Cape Town brought together delegates from several continents and many different corners of the travel industry. Many of the speakers who weren’t lesbian, gay, bisexual or transgender themselves, or hadn’t worked much with LGBT specific businesses remarked how innovative and forward-thinking they find this particular market segment to be.

I would largely agree with that. While it’s important not to generalise, it’s true that many, many LGBT travellers -especially those from mature outbound markets- are early adopters of technology, adventurous and keen to place travel as a priority in their life.

That is not to say, however, that destinations and travel brands seeking to cater to LGBT travellers don’t face their own challenges, or won’t in the future. Following my successful workshop at the IGLTA Convention in Los Angeles last year, IGLTA asked me to return and this time explore this question more deeply: If LGBT Millennials around the world are increasingly happy to identify themselves with their peers (who in-turn see their sexuality as more of a non-issue today), what does that mean for travel companies and destinations who develop and market gay-relevant vacations?

The big questions:

  • Is the LGBT travel industry keeping up with the pace of change in Mountain pictureMillennial attitudes?
  • Will established LGBT destinations remain attractive to emerging market Millennials?
  • In the future, to what extent will sexuality really define vacation choice?
  • What travel criteria will LGBT travellers always have when selecting destinations and travel services?

Just as with the wider group of Millennial consumers, I believe that it is essential for the LGBT travel industry to take lessons learned from youth consumer psychology and the way Millennials travel in general, if they want to tap into the interests of this diverse, niche (but often lucrative) market of travellers. In the presentation below I’ve set out some of these wider lessons to be learned in Millennial traveller behaviour and invite you to think about how they apply to your business.

JUMP TO THE PRESENTATION:

FC CPT Presentation

The big answers:

There’s no quick answer to helping such a broad, diverse industry to adapt to a generational shift in consumer attitudes. However, I’d like to outline here, three major courses of action which should help destinations of all kinds adapt to this profound change:

  • Make travel matter to Millennials. As I outlined in my recent posts ‘Millennial Marketing: going beyond the schmaltz’ and ‘Helping a generation under pressure’, it’s vital to put forward products and experiences that are well adapted to Millennials’ spending behaviour. Selective spending (mixing budget and luxury experiences) is increasingly common, and of course there are so many other constraints on the modern Millennial’s budget. So before you worry about making LGBT travel experiences matter to your Millennial audience, consider how they view what you’re offering in terms of their priorities in life.
  • Innovation – Just like everyone else, LGBT Millennials are becoming more adventurous and seeking authentic experiences that help to connect them with the real soul of the destination. How can you provide such experiences, ensuring that they are open, understanding and welcoming to all?Use the wider lessons in ‘what matter to Millennials’ (the rise in self-improvement, health awareness and the desire to acquire life skills is just one example) to craft your LGBT travel product into something useful and meaningful.
  • Personalisation – Fortunately, all types of gay culture are becoming more mainstream (and vice versa) and the increasing visibility of ‘tribes’ within the LGBT community certainly provides powerful opportunities for the personalization of travel products and marketing that Millennials crave.However don’t forget the essentials: How’s your digital strategy in general? Are you really reaching your target consumers through the channels that they use? Where does your product sit on their path to purchase?

 

Looking for more resources? Check out the rest of my blog here on Genctraveller.com as well as my bibliography.

If you’d like tailored support on adapting your business to reach LGBT Millennials, or are looking for more insights and ideas you can reach me anytime via @genctraveller

Becoming ‘Millennial-proof’ really means becoming ‘future-ready’

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Earlier this month Toposophy hosted a seminar at World Travel Market London which asked panelists from the tourism and marketing industries to name their ‘Six New Trends That Will Change the World’.

The panelists (Ian Cummings from Travel Massive, Sarah Betty Andrews from Business Betty and yours truly) submitted two trends each, and the audience was asked to vote at the end for the trend that convinced them the most. The winner took home a bottle of (cheap) champagne while the runners-up were each awarded with a can of beer (note: we hosted the session but didn’t choose the prizes!).

The remit was broad and the possibilities were endless, but I instantly knew which two trends, if taken seriously by the tourism industry do at least have the potential to change the way things are done, and hopefully win me that (cheap) champagne. I presented my two trends at the start:

  1. From now on, the tourism industry will have to become Millennial-proof (me)
  2. From now on, the tourism industry will have to recognise that not all Millennials are the same (me)
  3. Video is going to be the king of content, while Snapchat will become the key influencer brand for travel (Ian).
  4. Asia will become the biggest travel market in the world (Ian) – Editor: I think this is more ‘fact’ than ‘trend’
  5. Space isn’t the new frontier in travel – but finding creative ways to get there will become the new frontier (Sarah-Betty)
  6. Everything’s going to be live and online, all the time (Sarah-Betty)

Rather than read a ton of text about it, why not see for yourself how I argued my case?

Very often when people hear the word ‘Millennials’, their eyes glaze over and they start to wonder what’s really makes this generation so different from their parents. It’s a totally legitimate question to ask, and in a bid to separate the headlines from the really useful insights, I ask that question too. Essentially, it boils down to the fact that as digital natives, Millennials’ main screen is the mobile, they look first online whenever they need advice, news, gossip and reassurance or inspiration, and their expectations of what makes a rewarding experience have shifted slightly, dictated by the globalised, connected world that they grew up in.

I can say with some certainty that this can be said of all Millennials, regardless of where they grew up in the world, but my second major argument is that we should still be wary of treating Millennials as the same. Too often in the worlds of travel and marketing treat their audiences as ‘PLUs’, ie. ‘People Like Us’, assuming that they come from a similar socio-economic background, or that they all share a similar outlook on the world. With such enormous disparity in levels of economic development, education, freedom of speech and political climate around the world, how could that possibly be the case?

What was my advice for how to deal with this?

  • Know that young people are very diverse. Their needs and tastes can change rapidly as they grow.
  • Understand young peoples’ self-expression through consumption, especially in travel
  • Look at wider consumer patterns and consider where your brand sits.
  • Consider how Millennials from different outbound markets interact with you and each other.

If you’d like more inspiration then check out our free guide ‘How To Put Your Place On the Millennial Map (And Stay There)‘ or get in touch with us through @toposophy if you’d like to know more.

Oh, and if you’re wondering whose trend won the prize… I can confirm that the beer went down very nicely after a long day at WTM London!

Millennials just want to be happy. So what is the ‘industry of happiness’ doing about it?

"Her Flying Red Shoes"  by Faisal Akram (Source: Wiki Commons)
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Research on Millennials consistently points to their desire to attain happiness ahead of the other priorities in life. This opens up a golden opportunity for the travel and tourism industry.

There are lots of theories about quite what is making Gen Y (at least in the Western world) such an anxious and apprehensive generation. Is it the economic crisis? Is it social media and #FOMO (fear of missing out) that it creates?  Perhaps it’s school exam systems or busy parents who don’t have the time to sit down and talk about it all?

Of course feelings of uncertainty and insecurity about your identity and the world around you has always been part of growing up. But then previous generations didn’t face quite the same anxieties over peer pressure, body image, school grades, job prospects, debts and everything in between that young people face today. And yes, while social media is a great connector, it often helps to reinforce, rather than reassure young people about those anxieties. At the same time,  growing up in the era of 24-hour news and social media has made Millennials more aware of what’s going on in their immediate community of friends as well as major events further away. This has produced a generation that’s more fired-up about global issues and ready to step in to participate than their parents were. At the same time, it has made this generation (and their parents) acutely aware of how the global economic crisis is affecting them, and could affect them in terms of job prospects and future financial security.

Under pressure

"Her Flying Red Shoes"  by Faisal Akram (Source: Wiki Commons) So it’s not surprising when research like Voxburner’s Youth Trends 2015 (covered here by my friends at ICEF Monitor) highlights  a generation that feels under pressure to “succeed in life’ (79% of 16-24 year olds), or is worried about being financially stable (75%) or able to find a good career (73%). When Viacom asked Millennials around the world ‘will you earn more than your parents in the future?’, in Australia only 15% of 15-24 year olds, and 17% of 25-30 year olds thought that they would – and that’s in a country which did pretty well during the crisis years. Across the developed world the global economic crisis has produced real wariness over what the future holds. Today, even an expensive education doesn’t automatically lead to a well-paid job with good conditions.

– How do you define success?

– ‘Being happy’

In the face of this uncertaintly, Millennials are adjusting their expectations from life. I think that’s what’s behind the number one response that Millennials gave in the Viacom survey when asked ‘How do you define success?’. By far the top answer was ‘being happy’ (73%) followed by ‘being part of a loving family’ (58%) and much further ahead than material things such as ‘being rich’ (36%) or ‘driving a nice car’ (just 5%). Perhaps this generation has started to realise that with the best will in the world, top jobs are tough to get (and not always pleasant), fame can be more trouble than it’s worth, and flashy cars and homes don’t impress their peers like they used to in years gone by.

Travel is the antidote

Insights like this can teach us important lessons about this generation’s priorities when it comes to travel, and how travel marketers can respond. In the first instance, there’s a big opportunity to position travel as the key to attaining that happiness, ahead of other big purchase decisions on property or cars. In essence, this means converting the ‘dreamers’ into ‘travellers’, making sure your destination is front-of-mind when that conversion happens. This challenge was highlighted by Sally Balcombe, CEO of VisitBritain in her recent interview with Skift in which she made it clear that ‘creating the urgency to visit now’ is something all DMOs are looking to do in a crowded marketplace. In 2013 G Adventures surveyed over 2300 people and found that nearly 3 in 4 respondents said that travel was more vital to their happiness than getting car, a house, having a baby or getting married. This sounds like the Millennials talking!

The same survey also found that it’s ‘new experiences’ that make travel so pleasing. This points to another important lesson – that while this generation might be stressed, the answer doesn’t necessarily have to be relaxation. Remember we’re talking about the youth market here, so highlighting adventure, action, curiosity and fun is essential.  It’s all about disconnection from stress through the experience of trying new things, meeting new people and learning new skills. It’s important not to undervalue the value of travel in teaching new skills and boosting the confidence of an anxious generation looking for reassurance, something I’ll address in my next post.

With all this in mind, perhaps it’s time to consider how your brand proposition is really speaking to this generation and offering the promise of happiness, in whichever form that comes. When we read about Millennials and travel, we tend to read a lot about their use of technology, their love of social media and a funky hotel, but it’s important to remember that there’s a much wider bank of knowledge available on the Millennial generation’s emotions, life experience and anxieties that can help us to develop the products and create the marketing messages that will really hit the right notes with Millennials.

Putting it into practice

In my work with tourism boards and travel brands I make a point of widening the focus to what else is going on with Millennials as this helps them to gain a wider perspective on what this generation is about and use this as a starting point to think more carefully about the products that they’re offering.

I look forward to coming back to this subject in future posts, and if you’re interested to learn more, just drop me a line via Twitter @genctraveller 🙂

 

Getting ahead – why attracting students is a smart strategy for tourism growth

Getting ahead
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[The following article was written by me and originally published from The Rise of the Young Asian Traveller, released earlier this year. See link below to obtain the full report]

Once considered the preserve of higher education institutions alone, the movement of students between countries to study for their undergraduate course, Master’s degree, PhD or even just a one-term language course has now become a mass movement. According to the OECD, between 2000-2011 the global population of internationally mobile students more than doubled from 2.1 million to nearly 4.5 million.

Asian students currently represent the largest ethnicity group (53%) studying abroad worldwide, and they are increasingly choosing to do so closer to home rather than study in the traditional market of the US or other native English-speaking countries. The volume of student travellers, and their considerable spending power, is thus giving rise to new partnerships between the education sector and destination management organizations across the Asia Pacific region.Getting ahead

Whether for school excursions, college field trips, student exchanges or higher education studies overseas, the opportunities for young people to travel through their educational programme is greater than it has ever been. Moreover, travelling for the purpose of study in a safe, planned and controlled environment offers the first taste of travel for many young Asians. This, combined with the fact that travelling before, during or after an overseas study programme often provides the opportunity for more prolonged periods of leisure travel overseas than would typically be culturally acceptable or possible back home (see the case of young Korean students and employees in chapter five), has made destination marketers take a new look at student travellers as a target market.

Changes in international student mobility: student travel to and within Asia

As a result of economic globalisation and heightening of governments’ awareness of the perceived links between education and economic competitiveness, a large number of governments have pumped billions of dollars into increasing the number of higher education institutions and boosting student enrolments. In Asia, this expansion of enrolments has meant that many countries, such as Republic of Korea, China and Singapore, have made rapid transitions from an extremely elite system of limited access to a university education, to a mass higher education system. The expansion has, however, failed to keep up with domestic demand as parents and students flock to higher education as a means to improve or maintain socio-economic mobility and enhance individual competitiveness in the job market.

“Don’t tell me how educated you are, tell me how much you travelled” – Mohamed

The increasing demand, coupled with the financial power of the growing middle classes, has in-turn fuelled the trend for students to choose to leave their home countries in search of an overseas university education. Until the mid-1990s, the overwhelming destinations of choice were the traditional English-speaking countries such as the United States, the United Kingdom and Australia. This choice made sense in view of the predominance of English as the global language of business, science and technology. Beginning in the mid-1990s, countries such as Malaysia began capitalising on the international appetite for higher education by positioning themselves as education hubs. The economic benefits of becoming an education hub are clear since international students contribute financially not only through the payment of tuition fees, but also in a variety of other ways: travel, accommodation, leisure activities, food and clothing purchases[2].

In short, the above factors combined with a relative decline in the cost of travel and communications has meant that increasing numbers of Asian students are choosing to study in another country, but within their own region. To capitalise on this, many big-name academic institutions from the United States, United Kingdom and Australia have established branches overseas to attract students attracted by their ‘brand appeal’ but less able to afford the costs associated with studying in an English-speaking country. Students from Europe, the US and Australia are also attracted to overseas campuses to gain overseas experience and, of course benefit from lower fees too. Examples of this include Nottingham University’s (UK) campuses in Ningbo, China, and Semenyih, Malaysia or James Cook University’s (Australia) campus in Singapore.

Influences on study destination choice

As the OECD indicates, global student mobility patterns typically mirror intra-regional migration patterns as well as the evolution of geopolitical relations. However, the sharp increase of the number of internationally mobile students prepared to invest considerable amounts in their overseas education has created intense competition between Asian countries and institutions for enrolments. This market oriented approach has forced many governments to turn to destination marketing organisations’ experience in order to gain a competitive edge.

Tourism Malaysia’s collaboration with the country’s Ministry of Education is an example of this. Similarly, in 2003 Singapore’s government created Singapore Education (now the Council for Private Education) with the cooperation of the Singapore Tourism Board to help promote Singapore as an education hub for overseas students.

When designing programmes to attract overseas students, marketers have to bear in mind that the decision of where to study and what to study is rarely left entirely to the individual student. As consumer research for this report shows, the students’ immediate family (most often parents) is the primary source of funding for all types of trip and therefore they will have an important say, if not the final decision, in these matters. University tutors, acting in line with exchange agreements between home and overseas institutions, as well as government bodies and scholarship foundations (domestic or overseas) providing funding will also bring considerable influence to bear on this decision.

According to a 2001 Education World Survey of one thousand undergraduate students who travelled abroad from ten Asian countries, mobile students’ key choice factors’ were ‘country’ (54%), ‘course’ (18%), ‘institution’ (17%) and ‘city’ (10%)[3].

The part of a student’s destination choice outside of the strictly academic criteria may be influenced by a range of factors that appeal to students’ consumer emotions. Research conducted in 2014 among students from 152 countries by the International Student Identity Card (ISIC) Association identified four student ‘mentalities’. These mentality orientations are based on students’ personal norms and values; by means of which they distinguish themselves from and identify with others in respect to their own lifestyle and opinions. The report Understanding the Global Student Mentality: Differentiation in a Plural Student Population revealed that of the four identified mentalities (‘loyalists’, ‘hedonists’, ‘conservatives’ and ‘liberalists’), ‘conservatives’ were the dominant mentality in Asia. These students typically place a high value on spending time with family and friends, engaging with other cultures, and travelling. Overall the study revealed that 67% of Singaporean students, 62% of South Korean students and 51% of Chinese students had a strong interest in travelling.

An attractive place to study

Finally, the elements of a study destination that also make for a good leisure destination are likely to create a strong appeal to young consumers making their choice of where to study overseas. Elements that make a particular destination ‘cool’ and fashionable such as a destination’s youth culture can create a strong attraction. UNESCO cites the example of Korean pop music, soap operas and movies being popular among Chinese youth contributing to the number of Chinese students studying in Korea. Over a period of ten years, the figure has multiplied 33 times, from 902 students in 1999 to 30,552 in 2008.

Given Asian students’ desire to travel, combined with the high cultural values placed on stability, personal safety and security (appealing to both students as well as their parents), it is destinations that are able to offer the right mix of connectivity, a good cultural offering in a safe environment that are most likely to benefit from the boom in young Asians’ desire to study overseas.

Want to read more?

Visit the PATA e-Store where you can purchase the full report The Rise of the Young Asian Traveller, or view the Executive Summary.

References:

[2] Section adapted from: UNESCO (2013) The International Mobility of Students in Asia and the Pacific, UNESCO, Paris.

[3] UNESCO (2013) The International Mobility of Students in Asia and the Pacific, UNESCO, Paris.

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Shaping the present for the future in Macao

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This week the third Global Tourism & Economy Forum (GTEF) takes place in Macao, pulling in tourism ministers and influential decision makers from around the world to discuss where the travel industry is heading next. I’m really honoured to have been invited to join a panel discussion in one of the Forum’s main sessions to discuss precisely how and why they should start to catering to the next generation of travellers.

There’s a special focus for this year’s GTEF, and it’s a subject close to the heart of the Chinese leadership in particular: the Maritime Silk Road. Today this 3000 year old trading route is has re-emerged as a focus of attention as a route not for the trading of silk and spices but increasingly for the attraction it has for tourists from around the world. More generally, it is now at the heart of China’s strategy to build economic and cultural links through a rich stream of countries that stretch from the Pacific Ocean to the Mediterranean via the Indian Ocean, the Persian Gulf and the Red Sea. As the organisers put it:

‘On the back of trade, interest and ideas blossomed. People separated by the seas but connected by the MSR began to develop a fascination for cultures abroad and the first seeds of tourism were sown. In the 21st century, tourism has replaced silk, tea and spices which were the most important commodities traded along the ancient MSR. By fully leveraging their diverse culture and heritage, Maritime Silk Road nations today are actively enhancing cross-cultural connection and making alliances to strengthen their competitiveness in developing tourism economy.’

I’ll be speaking at a special session on the afternoon of Tuesday 28 October where we discuss how destinations along the Maritime Silk Road (MSR) can start building their strategy for tomorrow’s tourism development today. In particular we’ll be asking:

  • What strategic steps are tourism leaders taking to harness the new forces in consumer culture?
  • How are social media and mobile technology transforming the industry?
  • How do all these changes energize the industry and its leaders?
  • What does the history of the Maritime Silk Road teach us?
  • Has tourism replaced trade as the prime mover for travel?
  • How important is air connectivity in the 21st century versus maritime connectivity over 500 years ago?

These are all big questions, and to answer them, I’ll be discussing the research I did earlier this year with the Pacific Asia Travel Association into The Rise of the Young Asian Traveller as well as some of my other insights into the Millennials market. I look forward to sharing some of the lessons learned from the session in my next blog post.

Meanwhile, if you are among the 1,200 people attending this year’s GTEF, you can follow my Twitter feed @Genctraveller and drop me an email at genctraveller@gmail.com and I look forward to meeting you!

How to turn Chinese dreams into bookings

The Rise of the Young Asian Traveller
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It’s official: Australia has been voted the Nº1 dream destination by young Chinese travellers. Young Koreans, Japanese, Malaysians and Vietnamese have also placed the country in the top 3 of their travel bucket list in a recent study by the Pacific Asia Travel Association.

 This exciting news for the Australian youth travel industry was revealed in the latest report The Rise of the Young Asian Traveller, released just last month by PATA, an organisation that’s been analysing Asia travel trends and bringing the industry in the region together for more than six decades.

I’m proud to have authored this report for PATA, and those of you who attended ATEC’s Australian Youth Travel Conference in Sydney earlier this year will recall that I shared some of the very early results of this study, which gathered data from nearly 3,000 people aged 15-29 from across 13 countries in Northeast and Southeast Asia.

What did our young Asian respondents tell us? The Rise of the Young Asian Traveller

 Here are a few highlights…

  •  37% funded their travel directly from their parents
  • The biggest motivator to travel is to visit somewhere they’ve never been before
  • Traveller review sites such as TripAdvisor are the most trusted source of information before departure, followed by tips from family and friends
  • Budget hotels, rather than hostels are the preferred option. Nearly 1 in 5 young Asian travellers stayed in a 4-5 star hotel on their last trip
  • France and the United States are the top dream destinations for all those surveyed, followed by Australia, Japan and Italy

Check out the Executive Summary

No-one’s ever targeted the Asian youth audience on such a scale before, and the results really give the Australian youth travel industry some food for thought, or rather, some challenging questions to answer. Why? Because while Australia is high on the dream list, the challenge for the Australian tourism industry (and not just those directly concerned with the youth market) is threefold:

  • How to beat the competition (there is a lot out there)?
  • How to meet or exceed traveller expectations on the ground?
  • How to maximise traveller spend, peer recommendations and repeat visits?

As I discussed in my recent reaction to Tourism Australia’s Managing Director John O’Sullivan’s recent interview with The Byte, Tourism Australia is placing a high priority on making Australian tourism China-ready. At the same time, he admitted that TA doesn’t currently have a youth-strategy. With big potential for further growth (and not just from China), and with equally big questions for the Australian youth travel industry to answer, perhaps it’s time to make one?

So rather than batter you with more statistics, I’m going to throw a few grenade style questions that we all need to consider for the years ahead…

  • Chinese currently represent 11% of youth arrivals and has been the fastest growing market for 4-5 years. However, in focussing on China alone is Australia putting all its eggs in one basket?
  • Australia isn’t the only big hitter out there. For time-pressed students and young professionals, nearby Asian destinations are cheap and easy to get to , while European destinations have been gearing up for Asian growth for years. Does Australia have an eye on the competition in the youth market?
  • Students can be are tourists too. Studying is the main reason that young Chinese come to Australia in the first place. How can the youth travel industry leverage its partnerships with the education sector?
  • Is the country’s infrastructure (hostels, tours, adventure sports activities) well geared towards the tastes of the modern Millennial traveller?
  • Australians have toured Europe for decades, getting a good understanding of what a good working holiday should involve (ie. a lot of drinking, a lot of adventure). Does this work the same way for young Taiwanese, Koreans or Hongkongese? How well does the Australian youth travel industry understand its emerging markets?

The questions are big, but so too are the opportunities. Again, it’s reassuring and to see Australia placed so highly in young Asians’ dream list of destinations. But turning those dreams into bookings, bed-nights and subsequent positive reviews online is going to require a huge amount of education, training and most of all, teamwork.

In future posts I’ll be discussing the implications of this report for other destinations, as well as looking at ways to put the report’s recommendations into practice.

How to get hold of The Rise of the Young Asian Traveller

PATA Members of certain categories are able to access the full report free of charge, while others will be able to purchase it for a fee. Take a look at the Executive Summary to find out more.

 

Peter Jordan, Founder, Gen C Traveller

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Australia y España firman un acuerdo recíproco de visado de Trabajo y Vacaciones

El visado de Trabajo y Vacaciones, acordado recientemente entre España y Australia
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Próximamente los jóvenes españoles podrán unirse a los más de 130.000 viajeros de 29 países que aprovechan de este visado para ganar experiencia laboral, aprender inglés y conocer todo un continente de paisajes únicos.El visado de Trabajo y Vacaciones, acordado recientemente entre España y Australia

Según una noticia publicado ayer por la Embajada de Australia en España, Australia y España han firmado un acuerdo recíproco de visado de Trabajo y Vacaciones. Cuando entre en vigor, hará posible que españoles y australianos de entre 18 y 30 años viajen al otro país durante un año pudiendo trabajar y estudiar por un periodo de corta duración. Cada país podrá emitir anualmente 500 visados. El periodo de solicitud de este visado aún no está abierto.

El acuerdo no entrará en vigor hasta que ambos países acuerden la fecha de comienzo, que puede llevar hasta unos meses mientras se finalizan los procedimientos administrativos. El gobiernos australiano ha asegurado que trabajará estrechamente con sus homólogos españoles para poder acordar una fecha de entrada en vigor lo antes posible. La fecha se anunciará tanto en la página web de la embajada (www.spain.embassy.gov.au) como en la del Ministerio australiano de Inmigración (www.immi.gov.au/Visas/Pages/462.aspx).

La emisión de visados está limitada para los ciudadanos de algunos países como Tailandia, Argentina o Uruguay, mientras otros no tienen límite. Actualmente, los jóvenes que más aprovechan su ‘Working Holiday Visa’ para viajar y trabajar en Australia son los siguientes:

  • Reino Unido (19.404 visados emitidos en 2013)
  • Alemania (15.009)
  • Francia (13.365)
  • República de Corea (11.917)
  • Taiwán (10.194)

Los jóvenes ciudadanos de algunos tres países hispanohablantes ya pueden solicitar su visado de trabajo y vacaciones, como Chile, Argentina y Uruguay.

Esta noticia supone un impulso importante para la industria turística australiana que necesita cubrir más de 50.000 puestos de trabajo abiertos, además de otros sectores que emplean a los miles de jovenes que viajan a Australia con este tipo de visado cada año. Puedes encontrar más datos sobre el sistema del ‘Working Holiday Visa’ aquí.

En mayo de 2014 tuve el honor de abrir la Conferencia Nacional de Turismo Joven en Sídney, Australia. En mi ponencia presenté hice un análisis del escenario actual de la industria turística creado por los jovenes y mochileros (que suponen un 26% de las llegadas anuales a Australia cada año), además de los retos y oportunidades creados por los nuevos gustos de viajeros de la generación ‘Millennial’.

Más contenidos en español

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