The educational tourism market involves people travelling to different places for language immersion, cultural exchange, field studies, summer schools, student exchange programs and internships. Educational trips have been proven to enhance knowledge of history and cultures, broaden perspectives, improve foreign language skills, foster independence and expand professional horizons. The growing interest of people across age groups to gain educational exposure while traveling is fuelling the market growth.
With educational tourism gaining prominence, destinations across the world are reorienting their product development strategies and infrastructure to cater to the needs of educational travelers. Increased spending on educational institutes, scholarships and educational tours is supporting the market expansion.
Key Takeaways
Key players operating in the educational tourism market are EF Education First Ltd., ACIS Educational Tours, Explorica, Inc., WorldStrides, Rustic Pathways, Walking Tree Travel, Travel For Teens, School Tours of America, EST , World Expeditions Travel Group Pty Ltd, ACE CULTURAL TOURS, Atlantis Erudition &Travel Services, Kesari Tours Pvt. Ltd., ATG Travel, Global Educational Travel, Educational Tours, Inc., AAI EDUTOURZ, and Capital Tours, Inc. These players are focusing on expanding their international footprint and diversifying their educational travel experience offerings.
The key opportunities in the Educational Tourism Market Demand include developing educational tourism clusters around universities to attract international students, collaborating with educational institutions to design unique educational trips and establishing international student exchange programs. Countries are promoting their cultural heritage, history and education systems to boost incoming educational travelers.
Major players are expanding globally through strategic partnerships and acquisitions. Destinations across Europe, Asia, Australia and North America are initiating policies and programs to promote their education systems overseas and attract international students. Investments are being made in digital marketing, student housing and transport facilities to provide seamless educational travel experiences.
Market Drivers
Increasing disposable incomes and higher education budgets are allowing people to spend more on educational travel experiences. Growing interest in learning foreign languages and cultural immersion during travel is a key driver for the educational tourism market. Promotional activities by tourism boards highlighting benefits of educational travel are encouraging enrollment rates.
Market Restrains
Issues including high costs of international travel, visa constraints and safety concerns in few destinations continue to restrain market potential to a certain extent. Natural calamities and outbreak of pandemic diseases pose challenges for the educational tourism industry. Political instability and terrorism threats in few regions act as a deterrent for educational travels. Stringent travel guidelines imposed during pandemic further impacted market growth in short term.
Segment Analysis
The educational tourism market is dominated by the secondary/high school sub segment. A significant number of students from developed countries opt to study in another country as part of secondary education. This offers cultural immersion and exposure to new ideas and experiences. The opportunity to develop language skills also makes international secondary education an attractive prospect. Universities and colleges sub segment is another major segment in this market. Many students from emerging economies pursue higher education in western countries which have a strong reputation in several subject areas. The experience of living abroad during college years helps in overall personality development.
Global Analysis
North America holds the largest share in the educational tourism market owing to the presence of top universities from countries like the US and Canada. These universities are able to attract international students in large numbers. Europe is another prominent regional market led by the UK, Germany and France. Strong education systems and multicultural environment make these countries popular education destinations. The Asia Pacific region is forecast to witness fastest growth during the forecast period supported by initiatives from countries like China, Australia, Malaysia and Singapore to promote themselves as education hubs. These countries offer high quality education at relatively affordable costs.
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