I had never been out of the US and wanted to learn more about another culture. There are many engineering jobs that are affected by some type of international interaction. More and more companies are reaching out into global markets to be competitive. By participating in a program like this, I will feel more confident in a company that deals in international business. I think it's both.
Engineering is pretty much the same around the world.
At least it is here in Norway. The only difference is the way they teach, which is an experience. As for the cultural experiences, you start that the day you get off the airplane. I think I learn something new every day from the people here. I would advise them to go as soon as possible.