The role of university students in attracting friends and relatives as visitors to their place of study is examined. A questionnaire survey conducted at a UK university is presented in the context of general UK tourism and the visits to friends and relatives (VFR) sector in particular. It is demonstrated that universities represent large, frequently underestimated, generators of VFR tourism and that significant differences exist between the friends and the relatives' components. The paper draws concrete conclusions about the marketing opportunities and argues that the students themselves represent the most effective target for promotion efforts. It also points out possibilities for turning day visits into overnight stays, particularly in the relatives' segment. Copyright © 2007 John Wiley & Sons, Ltd.