Insights based on a report on the Europe Educational Tourism Market by Future Market Insights.
Europe’s educational tourism sales revenue totaled US$ 92.1 billion in 2022. From 2023 to 2033, education tourism demand in Europe is projected to rise at an impressive CAGR of 15.0%. Accordingly, Europe’s education tourism market size is expected to expand from US$ 107.9 billion in 2023 to US$ 436.5 billion by 2033.
The target market in Europe is experiencing robust growth due to a significant number of people traveling for educational purposes. The key categories within the market include age group, educational type, type of occupation, and course type.
Key Trends Shaping the Market:
- Rising consumer spending on education is creating lucrative-revenue generation opportunities for educational tour operators
- Collaboration between academic institutions and tourism is fostering market development
- Rising interest among people to opt for higher education in foreign countries such as France and the United Kingdom is boosting the market
- Launch of promotional campaigns through social media and utilization of influencer marketing is uplifting Europe’s educational tourism demand
- Shift from traditional learning to online and virtual learning is augmenting market growth, especially post-Covid
- Introduction of advanced teaching aids and several scholarships is also expected to further boost the growth of the educational tourism market in Europe
Over the years, European countries such as Germany, France, Spain, and the United Kingdom have become ideal destinations for educational tourism. This is due to the presence of leading educational institutions, increasing government initiatives, and highly developed facilities.
Educational tourism is a type or form of tourism in which tourism is used as an essential tool for educational learning. Its main aim is to make the learning process more interactive and practical besides introducing students to different cultures.
Educational tourism enables tourists to learn about new things and acquire new knowledge about the history or culture of other destinations. As a result, educational travel is gaining wider popularity, especially across European countries.
Several trends have influenced the Europe educational tourism industry. This includes the integration of technology, where educational tourism can enhance the visitor experience with the help of virtual reality (VR), augmented reality (AR), mobile applications, and interactive digital platforms that provide immersive and interactive educational experiences.
Further, collaboration with international education providers has driven the demand for educational tourism. Offering customizable educational experiences help to cater to the diverse needs and preferences of educational tourists.
Providing options for personalized itineraries, tailored programs, and flexible durations can attract individuals and groups who like to seek unique and customized educational journeys. This approach allows tourists to focus on specific areas of interest, choose their preferred learning pace, and incorporate hands-on experiences, or workshops into their itineraries.
Rising awareness among people and the availability of various educational courses with scholarships are expected to further boost the Europe educational tourism industry.
Several European countries are promoting educational tourism as a part of their strategy to boost the local economy. They benefit from international student expenditures on tuition fees, accommodation, food and beverages, taxes, and other leisure activities.
Educational tourism not only benefits the host country but also fosters the personal and professional growth of students while studying and interacting with foreign people
Latest technologies such as artificial intelligence (AI) and virtual reality (AR) are being employed in teaching and learning processes which eventually attract a lot of students.
Key companies are introducing tailored educational tours to suit the specific interest of students. They are utilizing digital marketing such as social media in promoting the services and packages offered by various educational institutions and other companies. This is positively impacting the market development.
Educational Tourism Sales Outlook Compared to Demand Forecast from 2023 to 2033
As per Future Market Insights’ (FMI) latest analysis, Europe’s educational tourism industry exhibited a CAGR of 13.6% from 2018 to 2022. It attained a valuation of around ~US$ 92.1 billion in 2022.
Looking forward, the Europe educational tourism market is projected to thrive at a 15% CAGR between 2023 and 2033. It is likely to cross a valuation of about ~US$ 436.5 billion by the end of 2033.
Growth in the Europe market is driven by the growing popularity of educational tourism, the strong presence of top educational institutions, and the availability of attractive programs with scholarships & funding opportunities
Educational tourism companies are seeing an increase in tourists in the age group of 19 to 25 years which increases demand for master’s degree inbound educational tourists in Europe’s market.
To meet the evolving requirements of educational tourists, companies are relying on collaborations and partnerships with international education providers and academic institutions, and the tourism sector.
Technological integration methods like the use of virtual reality (VR), augmented reality (AR), and interactive digital tools create immersive learning environments. These technologies provide educational tourists with engaging and interactive experiences, even if physical travel is limited.
Businesses are using content marketing and creative policies to attract customers, which in turn will lead to growing demand.
Social media platforms continue to shape trends in educational tourism as travelers share their experiences, recommendations, and feedback online, influencing others’ choices. Social media platforms also provide opportunities for destination marketing, virtual tours, and collaborative learning initiatives.
Key Dynamics in the Europe Educational Tourism Market
Promotional Campaigns with the help of Social Media Driving Educational Tourism Demand:
To gain a considerable market share in the ever-growing, competitive industry, companies and countries are adopting several strategies such as campaigns and educational expos. They are also taking the help of social media platforms that offer robust targeting options to reach specific demographics and interests.
Educational tourism companies utilize these tools to target potential travelers based on their age, location, educational background, and interests. Such promotional activities are enabling companies to promote educational tourism in a much broader landscape.
For instance, in 2022 France announced a new promotional campaign to introduce an e-learning program. The introduction of such campaigns will make Europe a highly lucrative market for education tourism companies and will boost the overall market.
Rise in Consumer Spending on Education to Boost Europe Educational Tourism Sales Revenues:
Increased disposable income and changing consumer preferences have led to a surge in demand for educational travel experiences.
With more disposable income, consumers have higher expectations for the quality of their educational tourism experiences. They are willing to pay for well-curated itineraries, expert guides, comfortable accommodations, and immersive learning activities.
Educational tourism companies are responding to consumers’ demands by offering premium experiences that meet the expectations of discerning travelers. This is one of the key factors driving the Europe market forward.
Development of Educational Institutes to Foster Market Expansion:
The development of educational institutions plays a crucial role in fuelling the Europe educational tourism industry. As educational institutions continue to evolve and expand, they attract students and scholars from around the world, leading to an increase in educational tourism.
The growing development of educational institutions in Europe has also spurred the growth of support infrastructure for educational tourism. This includes accommodation options, transportation networks, student services, and cultural activities tailored to the needs of students and educational tourists.
Country-wise Insights
Robust Development of Support Infrastructure Boosting the United Kingdom Tourism Industry
The United Kingdom’s educational tourism industry is anticipated to thrive at a CAGR of 15.0% during the projection period. This is due to the presence of the world’s leading universities and the expansion of support infrastructure.
In recent years, the United Kingdom has become an ideal educational tourism spot globally owing to the growth of support infrastructure for educational tourism. This includes accommodation options, transportation networks, student services, and cultural activities tailored to the needs of students & educational tourists.
The presence of these support services is encouraging consumers to choose the United Kingdom as their educational destination. They also enhance the overall experience of the United Kingdom’s educational tourists and contribute to the growth of the market.
Availability of Several Programs with Scholarships & Funding Opportunities Driving Germany Market
Demand for educational tourism in Germany has generally been strong, with a steady influx of international students and visitors seeking educational experiences.
Factors contributing to this demand include Germany’s reputation for academic excellence, its robust higher education system, and the availability of scholarships and funding opportunities for international students.
Further, Germany’s strong industrial & technological base, coupled with its commitment to research and innovation, makes it an attractive destination for students interested in STEM subjects (science, technology, engineering, and mathematics).
Category-wise Insights
Education Tourism to Remain Popular Among the Age Group of 19 to 25 Years
The total number of Europe educational tourists in 2022 stood at 5,814,882. Among this, the age group between 19 and 25 years held a prominent share.
According to Future Market Insights (FMI), the number of tourists in the age group of 19-25 years is likely to increase significantly as the master’s degree has the most demand in the European education tourism industry.
Similarly, the increasing awareness and importance of Edu-tourism is driving the growth of the target segment.
New information, education styles, research techniques, and good exposure to science have enabled the growth of the educational scenario across the region. According to Future Market Insights (FMI), around 73% of revenue in the market is generated by the age group of 19-25 years.
Students Prefer Post-graduation Education Type
Based on education type, post-graduate is more preferred by students as getting a post-graduation degree from a prestigious institution increases chances of good employment.
Similarly, the lack of good universities, high clarity towards specialization, and flexible immigration laws are expected to boost the growth of the target segment during the assessment period.
Countries such as the United Kingdom and Germany are becoming ideal destinations for students looking to get their postgraduate degrees. This is due to the presence of leading universities, attractive educational packages, and availability of essential facilities.
Master’s Degree is More Preferred by the Customers
Based on course type, a master’s degree is preferred by customers. This is due to a rising inclination towards getting a better academic education from Europe’s reputed professors along with great facilities and academic resources.
People are searching for top-ranked world universities which can help them to enhance their communication & language skills and help students to stand out in the competition. As a result, they are opting for their master’s degrees from reputed European universities.
Competitive Landscape
The Europe educational tourism market has a fragmented competitive landscape with a large number of players competing based on course offerings, sustainable and responsible travel, and prestigious academic institutions.
Companies are focusing on establishing partnerships and exchange programs with educational institutions to expand their offerings to customers. They also run National Scholarship Programs to encourage local nationals to participate in their programs and receive all required training.
Several companies are employing a virtual & online approach to connect with potential customers/students. For instance, GVI Company provides a virtual internship program and online classes. This approach helps the company to attract more people.
The market is also witnessing strategies such as mergers, partnerships, acquisitions, etc. as companies look to strengthen their presence regionally as well as globally.
Recent developments: In January 2023, Inspired Italy, a specialist adventure operator, was acquired by Mobeus-baked Active Travel Group (ATG). To expand its position in the language travel sector, Kaplan International English recently acquired ESL Education.
Key Companies Profiled
American Dog, Meridean Overseas, GVI Company, EF Educational Tours, AAI Edutourz, ACIS Educational Tours, Qadri International Education Consultancy, Intelligent Partners, Futures Abroad, Education Zone, Stratix Consultants, ACE CULTURAL TOURS, ATG Travel, and others.
These insights are based on a report on the Europe Educational Tourism Market by Future Market Insights.
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
