Gen Y, the Net Generation and the Millenials are all labels used by the media to describe the generation currently finishing their education and beginning to move into the adult world of work and leisure. They have captured the attention of the media and many claims have been made about their values, characteristics, and probable future behavior. But what will they be like as travelers, managers, entrepreneurs and policy makers of the future? This book looks at Generation Y in a tourism context; in broad conceptual terms such as trends and behavior, and in applied terms, for example looking at particular types of travel that Generation Y takes part in, and tourism marketing aimed specifically at them. This volume aims to define and examine the current and future generation of tourism workers and consumers, and will be an essential read for researchers and students in tourism studies and related industries.