• by Sarah Mahoney  @mahoney_sarah, March 9, 2011

Spring Break may make most marketers think of Hawaiian Tropic, wet T-shirt contests or epic levels of bad judgment, but the annual ritual becomes a little more sophisticated each year.

This year, the big winner is likely to be Las Vegas, the destination for MTV Spring Break 2011. In addition to the usual parties and concerts, the network is also hosting fashion shows and screenings of brand-new episodes of "Jersey Shore," "Real World" and "Hard Times of RJ Berger."

Red Bull also uses the vacation period to build its connection to Gen Y, and this year's Red Bull Soundclash in Las Vegas is scheduled to have Cee Lo Green facing off against the Ting Tings at the MGM Resorts International on March 12. (The Soundclash on South Padre Island, Texas on March 17 showcases Snoop Dogg and Ghostland Observatory at Schlitterbahn Beach Waterpark.)

Las Vegas, South Padre Island and Miami may be the top three U.S. destinations for STA Travel, a student travel agency based in Dallas, but even more popular? "London and Paris," spokesperson Patrick Evans tells Marketing Daily. "They've been in the top two international spots for a few years now," he says, bumping Cancun into third. "Many young people are looking for more than just a Spring Break party, and London and Paris make it easier to convince your parents that you'll be learning if they think it's cultural. And there are plenty of parties in Europe, too."

For travel agency Funjet Vacations, Mexico is still a hotspot. Despite the steady stream of horrific crime stories from South of the Border, it says statistics released by the Mexico Tourism Board show a 12% jump in surge in travel from Texas to the country's top beach destinations and resort areas. (In fact, December saw the most travelers for that month in a decade.)

But don't count out the Sunshine State out, either. While it's been over 50 years since "Where the Boys Are" turned Spring Break into a Florida-based ritual, it's still a hot ticket. And in an effort to boost Spring Break traffic and bounce back from last year's massive BP oil spill, the Panama City Beach Convention and Visitors' Bureau has been running an aggressive online marketing campaign, and distributing gift cards throughout the Midwest.

And of course, while Spring Break may be a hedonistic escape for college kids, it's also a big week for families. A new poll from Lands' End reports that 78% of Americans will choose "stay-cations" this year, with 73% citing cost as the main reason.

Still, they're having fun: 81% are likely to visit local attractions, 59% will visit friends and relatives, and 44% plan to head to a water parks.