Governments and universities should seize the opportunities for tourism presented by ÖйúAƬ, a conference heard last week.

Speaking to delegates attending "Tourism and Culture: Towards the 21st Century" at Northumbria University, Stephanie Roppolo said cross-cultural experiences would become critical for nations wanting to compete successfully in the future.

This would mean more students travelling and studying abroad, boosting tourist industries across the world.

Ms Roppolo, a masters graduate of George Washington University in the United States, said that as corporations began to compete in international markets, the demand for internationally experienced and bilingual employees would rise, particularly with development of the European Union.

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Victims of "down-sizing" trying to enter new careers were finding international skills crucial to retraining, while many still in employment were taking sabbaticals or further education courses with an international element.

But learning new skills was not enough. Ms Roppolo said study abroad programmes should also "create a comfortable and accessible way for timid foreign students to experience foreign cultures". This should include "networking" events and advising students on cultural differences in areas such as dress code and classroom protocol.

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Governments should provide more financial help for students studying abroad and collaborate with tourist industries to encourage the student market. Discounts on flights, food and entertainment or welcome parties introducing foreign students to local tradesman would benefit all concerned.

A recent study has shown international students in the United Kingdom are a major export industry - twice as large as coal, gas and electricity.

"The tourism industry needs to realise that students are a powerful long-term investment for their country," said Ms Roppolo.

"Not only will friends and family come to visit them while abroad, but they are likely to spread the news of their positive travel experience to other travellers and return for future visits."

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