The Class of 2020, Europe’s largest student housing platform, and StudentMarketing, the leading youth travel and education experts, signed a partnership agreement during ITB Berlin.
The announcement heralds the highly successful collaboration, on projects such as the report‘Will Amsterdam be Europe’s Next University Capital?’. The report compared Amsterdam’s internationalization level of student populations to that of other university cities in The Netherlands and Europe. The results and recommendations generated headlines in the press and debate in the city council.
Cities have opportunities to capture a growing number of international students (4.1 million) and benefit from the economic and social impact they bring – an average 10 million Euro and 290 jobs created per 1,000 students per annum.
As Frank Uffen, co-founder of The Class of 2020 explained “Combining our expertise in research, marketing and leadership will enable us to deliver much needed insights and strategy support for university cities looking to improve their ability to compete for global talent.”
Samuel Vetrak, CEO of StudentMarketing, added “As leading youth travel and international education authorities, we are excited about the opportunities we can generate for cities around Europe and beyond. The number of international students will almost double by 2020. Our previous report and research have shown how important it is to act fast and decisively.”
Agreement signed at ITB Berlin
Most appropriately, the signing of the agreement took place in the Youth Travel Center at ITB Berlin following a panel discussion on “How your destination can benefit from the $200bn international youth travel market.” The panel explored why international youth and education travel is increasingly important to countries, states, provinces, regions, and cities. Building on the underestimated ability to raise revenue and traffic, the panel discussed how regional partners can yield long term benefits by capturing future leisure and business travelers in their formative years. Samuel Vetrak, together with a panel of leading destination experts, shared what is new in youth travel and how to best tap into it.