WYSTC 2026 opened in Bilbao on Tuesday, 15 September, bringing the youth travel community together for a day of thought-provoking conversations, practical insights, new connections and plenty of business activity.
Director General of WYSE Travel Confederation, Andy Fenner, WYSE Board Chair Sébastien Leitner and Javier Garcinuño Zabala of Bilbao City Council welcomed delegates to the Euskalduna Conference Centre, setting the scene for three days of learning, networking and collaboration. The opening keynote from Bernie Hollywood OBE, JP, “The power of story creation: Mobilising youth travel into a global force for peace”, challenged delegates to consider the stories within youth travel and the role they can play in demonstrating the human value of international exchange. Drawing on his own extraordinary experiences and work with Made Impact, Bernie highlighted the power of storytelling to build understanding and create meaningful change.
Coffee breaks, sponsored by CIEE, provided an early opportunity to catch up with industry peers, while the trade hall was already busy with back-to-back business appointments, sponsored by JO&JOE.
The morning’s educational programme explored the changing expectations of today’s and tomorrow’s travellers. In the “Authentic to whom?” panel, Vicki Cunningham of JENZA, BUNAC & USIT, Adam Cooper of Alliance Abroad, Luca Marra of WeRoad and Bettina Wiedmann of Experiment e.V. brought different perspectives into the conversation, examining what authentic and meaningful travel means to Gen X operators, Gen Z travellers and the emerging Gen Alpha cohort.
The conversation then turned to resilience in the cultural exchange sector. Mark Overmann of the Alliance for International Exchange, Robyn Walker of Cenet, Kairat Sadvakassov of AirTravel Kazakhstan, and Iza Gyurciza of Smaller Earth explored the lessons emerging from years of disruption, shifting policies and operational uncertainty.
After lunch, sponsored by Alliance Strategies, delegates returned to a busy programme of business appointments and workshops. “The travel readiness Gap: Future proofing cultural exchange”, led by Fariba Hicks and Mike Fried of CCUSA, looked at preparing the sector for the challenges ahead, while Eva De Narkevitch of Saintlo shared a practical marketing perspective on reaching the next generation of travellers.
The afternoon continued with sessions focused on growth and new business models. Luis Daniel Matias of Grace International Exchange explored how industry associations can support emerging youth travel agencies as they expand internationally, from building trusted partnerships to accessing market intelligence, education and professional networks. Meanwhile, Melina Saccal of Milhouse Hostels and Tinto DMC shared the story behind the evolution of Milhouse from a hostel in Buenos Aires into a wider youth travel ecosystem encompassing accommodation, travel services, DMC operations, language programmes and volunteer experiences.
With another round of business appointments, the trade hall remained a hub of conversations and connections throughout the afternoon.
The day came to a close with the WYSTC Welcome Reception at Sociedad Bilbaína, sponsored by Cultural Homestay International, giving delegates the chance to continue conversations, meet new faces and unwind together after a packed first day.
A huge thank you to our speakers, facilitators, sponsors and delegates for bringing such energy, insight and connection to the first day of WYSTC 2026. There’s plenty more to come in Bilbao!
