Tourism remains a vital industry in advancing the growth and development of global economies, whereby tourism marketing initiatives have become a dominant technique to realize a destination’s full potential. We consider both length of stay and travel budget allocation of young travellers to understand the role of tourism marketing initiatives of destinations. Using ordered probit on the Asian Barometer Survey, whose respondents are university students from Philippines, Thailand, and Japan, the degree of awareness of a country brand, and demographic variables, specifically age, gender, marital status, and educational attainment have shown varying relationships with the length of stay and travel budget allocation. These findings have implications in developing effective tourism marketing initiatives.

Keywords: Tourism slogan, young travellers, Asian Barometer Survey