The Spanish Youth: An exploratory Study of Market Needs, Tourism Today

This exploratory study established the market needs of a group of 18-30 year old leisure
travellers from Spain and ascertained the perceived ability of the Australian tourist experience
to satisfy their needs. The results of the study showed that the 18-30 year old travellers from
Spain possess a strong need for cultural novelty and the following major secondary needs:
a need for entertainment, a need for mental relaxation, a need for social interaction and a
need to disconnect from a routine. The Australian tourist experience is perceived as relatively
able to satisfy these needs when compared with other western English-speaking destinations.
For these young leisure travelers, Australia’s exotic appeal, its multiculturalism and the
attractiveness of its unique fauna, flora, natural beauty, and climate play a large role in the
satisfaction of their needs. It was concluded that Spain as a market has some unrealized
potential for the Australian tourism industry