Generational theory has much to offer to those
wanting a foundational understanding of the
young people in our society, who are entering
the workforce and who are the new visitors in
the tourism market. This cohort is in the young
adulthood phase of life, with the social role of
vitality and testing of values. Drawing on a
wide range of theorists in the field such as
Howe and Strauss (2000), Huntley (2006) and
Fields et al. (2008), it is possible to establish
some consistently articulated characteristics of
the generation. It is a hero generation, with a
focus on brands, friends, fun and digital culture.
Members of the Y Generation are confident
and relaxed, conservative and the most
educated generation ever. They have been