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Dramatic changes in the marketplace and the emerging significance of domestic high speed rail consumption market suggest that development of sustainability strategies is essential for their long-term success. High speed rail tourism has been identified as a positive avenue of operation, not only for improved the satisfaction of the current consumer base, but also for the possible development of new high speed rail consuming markets, including the Generation Y market. This research has highlighted that the Generation Y market does show potential for growth both in terms of high speed rail consumption and high speed rail tourism. Already, a worthwhile proportion of this group is consuming high speed rail and participating in high speed rail package activities, although it is clear that simple marketing efforts focused on the specific needs and characteristics of this group could lead to positive growth and development. However, the current position and marketing power of marketers is limited and that, if high speed rail tourism is to be successful, coordinated marketing and the development of networks will need to occur for the efficient use of limited capital to this vital market segment. [ABSTRACT FROM AUTHOR]