About the Youth Segment

Tourism Australia is involved in a number of marketing initiatives around the world that specifically target the youth segment and working holiday visa makers. This segment is made up of people aged between 18 and 30 years, commonly referred to as Generation Y. Experience Seekers in this segment look to develop confidence and life skills through travel and the sense of achievement this derives.

Tourism Australia provides youth specific content on Australia.com. This content 'Australia for the youth(ful) traveller' invites youth travellers to join the droves of young people who choose Australia to fulfil their dream of a gap year, career break, working holiday or overseas study.

Fact Sheets & Research

• Youth Market 2011 travel trends
• The Youth Segment: who they are and how to communicate with them
• Youth perceptions of Australian experiences: international research conducted by Tourism Australia 
• Backpackers uncovered: What do travellers really think of Australia? (May 2011)  
• The Power of Youth Travel (UNWTO and WYSE Travel Confederation)  

Campaign Activity

• Youth Activity: Tourism Australia’s global marketing activity - updated May 2011
• My Trip in a Minute
• 30 Days in Oz 

Presentations

• Backpacker & Youth Tourism Advisory Panel forum, Cairns (March 2012)
• Adventure & Backpacker Industry Conference, Sydney (4 November 2010)

Useful Links

• Tourism Research Australia 
• WYSE Travel Confederation 
• World Tourism Organisation (UNWTO) 
• Backpacker Youth Tourism Advisory Panel (BYTAP) 
• Backpacker Operators Alliance of Victoria 
• Backpacker Operators Association of NSW 
• Backpacking Queensland 
• Backpacker Trade News