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Beyond mere leisure and relaxation, travel has long been a medium for learning and education. It is no surprise that educational tourism, a subset of travel that focuses on learning and knowledge acquisition, has seen a significant surge in popularity in recent times. The global educational tourism market is estimated to be valued at USD 470 Bn and predicted to reach USD 1,092 Bn by 2031.
What is educational tourism?
Examples of educational travel
- Student exchange programmes: They allow high school/university students to spend a semester or year studying abroad and often include interacting with host families, ensuring firsthand cultural immersion.
- Pursuing higher studies abroad: In this popular form of academic travel, students enroll for degrees in foreign universities with better and more exciting opportunities to pursue their higher education.
- Field trips or excursions: Field trips offer hands-on experiences that complement traditional classroom learning by providing opportunities to explore real-world environments and gain a deeper understanding of various subjects.
- Language immersion programmes: They immerse learners in a foreign language via formal classes and interactions with locals who speak the language.
- Cultural and historical tours: These guided tours by local experts provide valuable insights into a destination’s history and traditions. Examples include visiting museums or historical landmarks.
- Conferences, seminars, and workshops: These educational events are a great way for professionals to learn new skills, network with colleagues, and stay up to date in their field.
The global edu-tourism market
How can hospitality serve educational travellers?
To capitalise on the growing market for educational tourism, the hospitality industry needs to satisfy the unique requirements of this audience.
1. Diverse educational experiences
It is important to develop a variety of curated programmes tailored to different interests, such as cooking classes, language courses, or art workshops. Create themed packages around specific topics and collaborate with local subject experts to offer unique and authentic experiences.
2. Partnering with educational institutions
Another key practice is to partner with local educational institutions, offering discounted rates for students and faculty, developing joint educational programmes, and participating in student fairs and conferences. These partnerships can help to attract a steady stream of academic travellers.
3. Providing financial benefits
Education-focused travellers are often budget-conscious, and it is important to offer affordable accommodation options like budget hotels and hostels. Allow flexible payment options and group discounts while partnering with local businesses to offer discounts on food, transportation, or activities.
4. Personalised assistance
It is helpful to provide international students with the necessary resources to better adapt to their new culture. Hotels can create personalised itineraries based on their interests and learning styles while offering language assistance and dedicated concierge services to help with bookings and recommendations.
5. Technology utilisation
Hospitality venues can use smart solutions and apps to provide information, recommendations, and booking services while using virtual tours to give foreign travellers a preview of the destination. Offering virtual courses and workshops through online learning platforms is another good way of leveraging technology.
6. Engaging learning environments
Dedicated learning spaces where students can work together, and exchange ideas will attract education-focused travellers. It is vital to provide comfortable and relaxing accommodations that facilitate an inspiring learning experience. In addition to that, interactive exhibits and displays can also make learning more engaging.
7. Promoting local culture and heritage
Experiencing the local culture and traditions firsthand is often a secondary purpose of edu-tourism. Partner with local cultural events, such as festivals or performances and offer workshops on local crafts, traditions, or language. Additionally, encourage the travellers to interact with local communities to learn about their way of life.
8. Sustainability and cultural preservation
Last but not least, it is vital to ensure ethical and responsible tourism, implementing sustainable practices, such as reducing waste, conserving energy, and supporting local communities. Make sure to promote the local culture and heritage sustainably via educational programmes and activities.
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There is always more to learn
Education-based travellers, with their unique set of needs and preferences distinct from traditional leisure travellers, have become a key audience for hospitality and tourism stakeholders to capitalise on. By understanding their needs and implementing targeted strategies, hospitality businesses can create a more enriching and memorable experience for these tourists, positioning themselves as leaders in this growing and competitive market segment.
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Author
Vice President – Marketing
An internationalist with a diverse background in marketing and supply chain management, Tanya currently serves as Vice President, Marketing at IDS Next. Tanya is responsible for all marketing and branding activities within IDS, including development and execution of marketing strategies and plans to help take the company to it’s next level.
