This article explores notions of learning in the niche market sector of educational tourism, with a focus on organised recreational tours that promote a structured learning experience as a key feature. It analyses the qualitative findings of surveys and interviews with a cross-section of educational tourism providers in Australia, their lifelong-learning client markets and Australian academic scholars participating in this sector. The paper examines the differing perceptions of providers, participants and academics to what they expect from such tours, what constitutes learning within them and how particularly adult learning occurs through them.