ETOA Webinar - Inverting the population pyramid

I was honoured to take part in yesterday’s ETOA webinar on population trends, where we explored how rising life expectancy, ageing populations, evolving family structures, and migration are reshaping societies. These shifts will have a profound impact on the travel industry, influencing everything from traveller demographics to workforce dynamics.

One key discussion point was the critical role of young travellers. Their first experiences abroad—whether positive or negative—can shape their travel habits for life. A student who enjoys a well-organised, enriching trip today is far more likely to return as an independent traveller in the future, eventually seeking premium experiences as their disposable income grows. For travel brands, engaging young travellers early isn’t just about short-term gains—it’s about building lifelong customer loyalty.

Unlike traditional tourists who gravitate towards peak-season hotspots, young travellers are more flexible. They seek alternative routes, explore lesser-known destinations, and often travel off-season to take advantage of lower costs. This makes them a powerful force in managing overtourism and ensuring the economic benefits of tourism are more evenly distributed.

Finally, we cannot overlook the need to attract and retain young talent within the travel industry itself. Many of us entered this sector because of formative travel experiences in our youth. To inspire the next generation, we must highlight the exciting career paths available, while also rethinking how we support young professionals—ensuring fair remuneration, meaningful mentorship, and career growth that isn’t solely financially driven.

As the industry evolves, investing in young travellers—both as visitors and as future industry leaders—will be key to long-term success.