Did you know that Gen Z now makes up nearly 40% of global travelers? Unlike millennials or baby boomers, this generation is reshaping the travel industry with its tech-savvy, eco-conscious, and experience-driven approach.
Gen Z travelers don’t just browse travel websites—they discover destinations through TikTok, Instagram, and YouTube. Social media is their go-to research tool, making influencer marketing and digital engagement essential for tourism brands.
So, what drives Gen Z’s travel decisions in 2025? This guide uncovers emerging trends, key statistics, and strategies to help businesses connect with this experience-driven generation.
How Is Gen Z Shaping the Future of Travel?
Unlike millennials, who often seek luxury stays, Gen Z prioritizes affordability without sacrificing authenticity. Instead of five-star resorts, they opt for hostels, eco-lodges, and locally owned rentals—customizing itineraries for unique, offbeat experiences.
For travel businesses, this presents a major opportunity. Gen Z’s commitment to sustainability and local engagement benefits destinations that support small businesses and local artisans. Hotspots like Lisbon, Portugal, and Bali, Indonesia, have capitalized on this with eco-friendly travel experiences and immersive local activities.
Gen Z is also driving travel trends through viral content, digital nomadism, and work-from-anywhere lifestyles, redefining how tourism operates.
Gen Z Travel Trends 2025
Now that we understand how Gen Z is shaping the travel industry, here are the top Gen Z travel trends for 2025 you should know.
Preference for Budget-friendly and Value-driven Travel
Gen Z is more budget-conscious than previous generations, but they still prioritize meaningful travel experiences over luxury. According to a recent study, over 82% of Gen Z travelers prioritize affordability when booking trips.
"I love finding hidden gems and exploring destinations through social media inspiration," says Jake, a 24-year-old traveler. "I’d rather stay in a hostel or home rental than spend money on a fancy hotel."
For travel agencies and tour operators, this shift means offering affordable yet immersive experiences—combining cost-effective travel options with authentic cultural activities.
Interest in Sustainable and Responsible Tourism
Sustainability is no longer an afterthought—it’s a priority. Over 56% of Gen Z choose destinations that implement strong environmental practices.
Eco-friendly hotspots like Costa Rica and Norway lead the way with carbon-neutral accommodations, plastic-free tourism, and wildlife conservation initiatives. Tour companies that emphasize ethical tourism and sustainability are seeing higher engagement from Gen Z travelers who prefer responsible travel choices.
High Reliance on Social Media and Digital Influencers
Gen Z spends an average of 2 hours and 43 minutes per day on social media, making platforms like TikTok, Instagram, and YouTube their go-to sources for travel inspiration.
They don’t just search for destinations—they trust influencer recommendations to shape their itineraries. Studies show that 84% of Gen Z travelers use social media for travel inspiration and share travel experiences online.
A great example is Iceland’s “Inspired by Iceland” campaign, which increased searches for “Iceland” by 164%, showcasing the power of social media in travel marketing.
For tourism businesses, partnering with influencers and creating shareable content can significantly increase engagement and brand visibility.
Demand for Unique, Immersive, and Adventure-heavy Experiences
Gen Z values adventure travel, spontaneity, and personalized itineraries more than ever. A 2025 report found that 68% of Gen Z travelers prefer adventure-based vacations, such as hiking, scuba diving, and cultural immersion experiences.
"Last summer, I skipped the usual tourist spots and went backpacking through the Dolomites. It was incredible—experiencing local culture through immersive activities, meeting new people, and pushing myself beyond my comfort zone," says Ana, a 22-year-old adventure traveler.
As this trend grows, tour operators and travel brands that offer customizable, immersive, and experience-driven trips will attract more bookings from this adventure-seeking generation.
Declining Travel Trends Among Gen-Z
While Gen Z is shaping the future of travel, certain travel trends are declining due to economic challenges, work commitments, and shifting priorities. Let’s explore some of these trends:
Financial constraints
With 79% of Gen Z prioritizing savings, rising costs are making international trips less accessible. Many opt for budget-friendly getaways, local experiences, and road trips over expensive long-haul travel.
Work and education commitments
Although Gen Z values spontaneity and flexibility, work and school limit extended vacations. This has led to a rise in “micro-cations” (short 3-4 day trips) and “bleisure” (business + leisure) travel, where Gen Z mixes work and tourism.
Safety and geopolitical concerns
Global instability has shifted Gen Z’s travel priorities toward domestic travel, budget-friendly stays, and secure destinations.
Gen Z Travel Statistics: What the Data Shows
The data below highlights Gen Z’s key travel behaviors, booking habits, and top destinations for 2025.
- Gen Z takes almost five trips a year on average
- 90% use social media for travel inspiration.
- 80% book trips using mobile apps and digital wallets.
- 56% prioritize sustainable and responsible travel choices.
- 59% prefer adventure-based experiences over sightseeing tours.
Top Travel Destinations for Gen Z
- Bali, Indonesia – Budget-friendly, vibrant nightlife, and digital nomad community.
- Lisbon, Portugal – Sustainability-focused, great for remote work.
- Tokyo, Japan – Unique cultural immersion and tech-driven travel experiences.
- Tulum, Mexico – Wellness-focused and self-care travel experiences, eco-conscious resorts.
- Reykjavik, Iceland – Adventure travel, sustainability, and scenic landscapes.
How Can Tour Operators Attract Gen Z Travelers?
To attract Gen Z travelers, tour operators must focus on affordability, immersive experiences, and seamless digital booking. Leveraging social media, AI-driven tools, and sustainable travel options will enhance engagement and drive bookings.
Offer Affordable Yet Unique Experiences
Gen Z prioritizes affordability and cost-effective travel options but values authenticity. Tour operators should:
- Create budget-friendly travel packages with a strong focus on local culture and community engagement.
- Offer flexible, customizable experiences that allow spontaneous bookings.
- Highlight off-the-beaten-path experiences rather than generic tourist spots.
Create Social Media-Friendly and Shareable Moments
Gen Z travelers document their journeys through social media, making shareability a key factor in their trip choices. Tour operators should:
- Encourage short-form video content by designing Instagrammable, TikTok-worthy experiences.
- Use AI-driven apps & digital itineraries that let travelers track and share their journeys in real-time.
- Incorporate meaningful activities like volunteer tourism, allowing travelers to connect with local communities while sharing impactful moments.
Utilize Technology for Seamless Online Booking
Gen Z books trips using mobile apps and digital wallets, expecting instant, hassle-free transactions. Tour operators should:
- Ensure a mobile-optimized, user-friendly booking system that supports Apple Pay, Google Pay, and cryptocurrency payments.
- Leverage AI-driven chatbots and automated recommendations for a personalized booking experience.
- Offer loyalty perks, referral discounts, and gamified incentives to encourage repeat bookings.
Key Takeaways
- Gen Z travelers prioritize affordability, sustainability, and immersive experiences.
- Social media and influencers shape travel decisions, making digital marketing key.
- Eco-friendly tourism and ethical travel choices drive destination appeal.
- Tour businesses must leverage technology, AI-driven travel tools, and mobile-friendly booking platforms.
Frequently Asked Questions
What type of travel experiences appeal most to Gen Z?
Gen Z loves adventure travel, wellness tourism, and authentic cultural experiences. They prefer activities that let them experience local culture through immersive activities and prioritize destinations with eco-friendly practices.
What are the most popular destinations for Gen Z travelers?
Gen Z discovers new destinations through influencer recommendations and prefers places like Bali, Lisbon, Tokyo, Tulum, and Reykjavik.
What are Gen Z’s preferred booking methods?
Gen Z books trips using mobile apps and digital wallets, relying on platforms like Airbnb, Skyscanner, and Google Travel.
Do Gen Z travelers prefer solo trips or group travel?
Gen Z loves both. Many prefer solo travel for independence and adventure, but group trips remain popular for shared experiences and affordability.
By adapting to Gen Z’s consumer preferences, travel businesses can capture this growing market and drive long-term success in the tourism industry.
Table of contents
Did you know that Gen Z now makes up nearly 40% of global travelers? Unlike millennials or baby boomers, this generation is reshaping the travel industry with its tech-savvy, eco-conscious, and experience-driven approach.
Gen Z travelers don’t just browse travel websites—they discover destinations through TikTok, Instagram, and YouTube. Social media is their go-to research tool, making influencer marketing and digital engagement essential for tourism brands.
So, what drives Gen Z’s travel decisions in 2025? This guide uncovers emerging trends, key statistics, and strategies to help businesses connect with this experience-driven generation.
How Is Gen Z Shaping the Future of Travel?
Unlike millennials, who often seek luxury stays, Gen Z prioritizes affordability without sacrificing authenticity. Instead of five-star resorts, they opt for hostels, eco-lodges, and locally owned rentals—customizing itineraries for unique, offbeat experiences.
For travel businesses, this presents a major opportunity. Gen Z’s commitment to sustainability and local engagement benefits destinations that support small businesses and local artisans. Hotspots like Lisbon, Portugal, and Bali, Indonesia, have capitalized on this with eco-friendly travel experiences and immersive local activities.
Gen Z is also driving travel trends through viral content, digital nomadism, and work-from-anywhere lifestyles, redefining how tourism operates.
Gen Z Travel Trends 2025
Now that we understand how Gen Z is shaping the travel industry, here are the top Gen Z travel trends for 2025 you should know.
Preference for Budget-friendly and Value-driven Travel
Gen Z is more budget-conscious than previous generations, but they still prioritize meaningful travel experiences over luxury. According to a recent study, over 82% of Gen Z travelers prioritize affordability when booking trips.
"I love finding hidden gems and exploring destinations through social media inspiration," says Jake, a 24-year-old traveler. "I’d rather stay in a hostel or home rental than spend money on a fancy hotel."
For travel agencies and tour operators, this shift means offering affordable yet immersive experiences—combining cost-effective travel options with authentic cultural activities.
Interest in Sustainable and Responsible Tourism
Sustainability is no longer an afterthought—it’s a priority. Over 56% of Gen Z choose destinations that implement strong environmental practices.
Eco-friendly hotspots like Costa Rica and Norway lead the way with carbon-neutral accommodations, plastic-free tourism, and wildlife conservation initiatives. Tour companies that emphasize ethical tourism and sustainability are seeing higher engagement from Gen Z travelers who prefer responsible travel choices.
High Reliance on Social Media and Digital Influencers
Gen Z spends an average of 2 hours and 43 minutes per day on social media, making platforms like TikTok, Instagram, and YouTube their go-to sources for travel inspiration.
They don’t just search for destinations—they trust influencer recommendations to shape their itineraries. Studies show that 84% of Gen Z travelers use social media for travel inspiration and share travel experiences online.
A great example is Iceland’s “Inspired by Iceland” campaign, which increased searches for “Iceland” by 164%, showcasing the power of social media in travel marketing.
For tourism businesses, partnering with influencers and creating shareable content can significantly increase engagement and brand visibility.
Demand for Unique, Immersive, and Adventure-heavy Experiences
Gen Z values adventure travel, spontaneity, and personalized itineraries more than ever. A 2025 report found that 68% of Gen Z travelers prefer adventure-based vacations, such as hiking, scuba diving, and cultural immersion experiences.
"Last summer, I skipped the usual tourist spots and went backpacking through the Dolomites. It was incredible—experiencing local culture through immersive activities, meeting new people, and pushing myself beyond my comfort zone," says Ana, a 22-year-old adventure traveler.
As this trend grows, tour operators and travel brands that offer customizable, immersive, and experience-driven trips will attract more bookings from this adventure-seeking generation.
Declining Travel Trends Among Gen-Z
While Gen Z is shaping the future of travel, certain travel trends are declining due to economic challenges, work commitments, and shifting priorities. Let’s explore some of these trends:
Financial constraints
With 79% of Gen Z prioritizing savings, rising costs are making international trips less accessible. Many opt for budget-friendly getaways, local experiences, and road trips over expensive long-haul travel.
Work and education commitments
Although Gen Z values spontaneity and flexibility, work and school limit extended vacations. This has led to a rise in “micro-cations” (short 3-4 day trips) and “bleisure” (business + leisure) travel, where Gen Z mixes work and tourism.
Safety and geopolitical concerns
Global instability has shifted Gen Z’s travel priorities toward domestic travel, budget-friendly stays, and secure destinations.
Gen Z Travel Statistics: What the Data Shows
The data below highlights Gen Z’s key travel behaviors, booking habits, and top destinations for 2025.
- Gen Z takes almost five trips a year on average
- 90% use social media for travel inspiration.
- 80% book trips using mobile apps and digital wallets.
- 56% prioritize sustainable and responsible travel choices.
- 59% prefer adventure-based experiences over sightseeing tours.
Top Travel Destinations for Gen Z
- Bali, Indonesia – Budget-friendly, vibrant nightlife, and digital nomad community.
- Lisbon, Portugal – Sustainability-focused, great for remote work.
- Tokyo, Japan – Unique cultural immersion and tech-driven travel experiences.
- Tulum, Mexico – Wellness-focused and self-care travel experiences, eco-conscious resorts.
- Reykjavik, Iceland – Adventure travel, sustainability, and scenic landscapes.
How Can Tour Operators Attract Gen Z Travelers?
To attract Gen Z travelers, tour operators must focus on affordability, immersive experiences, and seamless digital booking. Leveraging social media, AI-driven tools, and sustainable travel options will enhance engagement and drive bookings.
Offer Affordable Yet Unique Experiences
Gen Z prioritizes affordability and cost-effective travel options but values authenticity. Tour operators should:
- Create budget-friendly travel packages with a strong focus on local culture and community engagement.
- Offer flexible, customizable experiences that allow spontaneous bookings.
- Highlight off-the-beaten-path experiences rather than generic tourist spots.
Create Social Media-Friendly and Shareable Moments
Gen Z travelers document their journeys through social media, making shareability a key factor in their trip choices. Tour operators should:
- Encourage short-form video content by designing Instagrammable, TikTok-worthy experiences.
- Use AI-driven apps & digital itineraries that let travelers track and share their journeys in real-time.
- Incorporate meaningful activities like volunteer tourism, allowing travelers to connect with local communities while sharing impactful moments.
Utilize Technology for Seamless Online Booking
Gen Z books trips using mobile apps and digital wallets, expecting instant, hassle-free transactions. Tour operators should:
- Ensure a mobile-optimized, user-friendly booking system that supports Apple Pay, Google Pay, and cryptocurrency payments.
- Leverage AI-driven chatbots and automated recommendations for a personalized booking experience.
- Offer loyalty perks, referral discounts, and gamified incentives to encourage repeat bookings.
Key Takeaways
- Gen Z travelers prioritize affordability, sustainability, and immersive experiences.
- Social media and influencers shape travel decisions, making digital marketing key.
- Eco-friendly tourism and ethical travel choices drive destination appeal.
- Tour businesses must leverage technology, AI-driven travel tools, and mobile-friendly booking platforms.
Frequently Asked Questions
What type of travel experiences appeal most to Gen Z?
Gen Z loves adventure travel, wellness tourism, and authentic cultural experiences. They prefer activities that let them experience local culture through immersive activities and prioritize destinations with eco-friendly practices.
What are the most popular destinations for Gen Z travelers?
Gen Z discovers new destinations through influencer recommendations and prefers places like Bali, Lisbon, Tokyo, Tulum, and Reykjavik.
What are Gen Z’s preferred booking methods?
Gen Z books trips using mobile apps and digital wallets, relying on platforms like Airbnb, Skyscanner, and Google Travel.
Do Gen Z travelers prefer solo trips or group travel?
Gen Z loves both. Many prefer solo travel for independence and adventure, but group trips remain popular for shared experiences and affordability.
By adapting to Gen Z’s consumer preferences, travel businesses can capture this growing market and drive long-term success in the tourism industry.
Recommended Posts
