The paper is an attempt to conceptualize the notion of educational tourism, which quite recently has piqued interest of economists as a potentially new, as it happens, old and forgotten, kind of tourism activities. We define educational tourism, delineate its boundaries with other types of tourism and education activities, and develop a theoretical framework for classification of academic mobility types, in which the main parameter for us is the time, duration of mobility. We also raise the issue of educational tourism potential (ETP) and try to assess it for ASEAN countries.