Although the concept of educational tourism may be regarded as an emerging phenomenon, tourism motivated by the desire to learn is not. Academic literature provides a wealth of evidence to support the view that people have been undertaking education-related tourism in one form or another for millennia.
Most tourism students can highlight the importance of the travel literature-induced European ‘Grand Tour’ which was based to a large extent on social and cultural experiences with a predominant educational theme. A key reason for young eighteenth-century aristocrats travelling for between six months and three years was the perception that travel broadened the mind. This historical equivalent to today’s student gap year was based around an itinerary which included learning visits to classical works of art and cultural landmarks.
The exponential and continuing growth in tourism reveals a demand for ‘alternative’ touristic experiences which increasingly include a number of educational and learning elements designed to provide a distinctive visitor experience which is both educational and entertaining.
Educational tourism – a special interest sub sector
Special interest tourism is simply a typology of tourists categorised according to their specific motivation which is usually linked to a past-time, hobby, leisure pursuit or other interest. The focus of this interest can be recreational, educational, or in some cases, a combination of both.
Auliana Poon’s (1993) visionary and influential book, Tourism, Technology and Competitive Strategies[1], claims that changes in the marketplace have given rise to a tourism metamorphosis. She argues that new tourism consumers, or new tourists, are remarkably different from the old homogenous mass tourists. In particular, new tourists reflect a growing, segmented trend towards more flexibility, involvement and participation. This segmentation of the tourist market, allied to product differentiation, has led to the development of a number of special interest tourism sub-sectors – including education tourism – which offer a wide range of products, services and experiences.
Given its importance to the UK’s economy, there is surprisingly limited understanding of the concept of educational tourism as well as a lack of research into the various educational tourism market segments. There is also lack of recognition of the consumer needs and travel requirements of education tourists.
This potential growth market is frequently characterised as one where people have a relatively high tendency to travel as well as the time to visit destinations and attractions. The travel and tourism industry cannot, therefore, afford to ignore the needs of market segments such as universities and colleges, schools, English language centres and training institutes.