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Mar 28, 2006
In its third annual Youth
Tourism Conference, VisitBritain highlighted the changing face of “Cool
Britannia.” This year’s conference featured a program of experts in the youth
sector – from organizations that included Family Kids and Youth, MTV,
gapyear.com, and I – to – I.
Keynote speaker Simon
Caulder, travel editor of the Independent, shared his inside knowledge of how
young people travel and research their trips, giving delegates the benefit of the
wealth of hands-on experience and insight he has gathered during his world-wide
roaming.
Speaking at the conference,
Andrew Davidson, Youth Trends Expert, MTV Networks International, said that the
youth generation of today has more on their mind then being “cool.” Basing his
findings on MTV’s extensive on-going lifestyle research program, he suggested
that the marketing world’s obsession with cool is increasingly at odds with the
young people he is speaking to. As the youth of today lead ever more adult
lives, their worries and concerns are changing in line with this, Davidson
explains.
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