Where Gen Z Wantsto Travel
Discover the top destinations, decision factors, and regional preferences that drive Gen Z travel choices. Learn what makes a destination appealing to young travelers and how to position your location.
Dream Destination Rankings
Where Gen Z would spend $1,500 if they could travel anywhere in the world
Greece Takes the Lead
Despite being less "mainstream" than Italy or France, Greece captures Gen Z imagination with its perfect blend of affordability, culture, and Instagram-worthy aesthetics.
Asia's Growing Appeal
Japan and Thailand rank highly, showing Gen Z's interest in authentic cultural experiences and unique food scenes that translate well to social media.
Europe Dominates
6 out of 8 top destinations are European, reflecting accessibility, cultural richness, and the appeal of multi-country trips.
What Drives Destination Choice
The five key factors that influence Gen Z travel decisions
What This Means:
- • Flight costs are the biggest barrier
- • Accommodation budget flexibility exists
- • Food and activities must be affordable
- • Exchange rates significantly impact choice
- • "Value for money" trumps luxury
💡 Insight: Destinations that offer cultural richness at lower costs have a significant advantage
Gen Z Wants:
- • Unique, Instagram-worthy experiences
- • Cultural immersion opportunities
- • Adventure and outdoor activities
- • Local food scene exploration
Safety Concerns:
- • Political stability
- • Crime rates in tourist areas
- • Healthcare accessibility
- • Natural disaster risks
Weather Preferences:
- • Warm, sunny destinations preferred
- • Seasonal timing is crucial
- • Beach weather highly valued
- • Avoiding extreme temperatures
Visual Elements:
- • Instagram-worthy architecture
- • Scenic natural landscapes
- • Colorful, photogenic settings
- • Unique cultural aesthetics
Regional Preferences
How different regions appeal to Gen Z travelers
Why Europe Wins:
- • Easy multi-country travel
- • Rich history and culture
- • Excellent public transportation
- • Student-friendly infrastructure
- • Strong social media presence
Asia's Appeal:
- • Authentic cultural experiences
- • Incredible food scenes
- • Unique aesthetic appeal
- • Adventure opportunities
- • Strong social media content
Barriers to Entry:
- • Higher travel costs
- • Safety perceptions
- • Limited cultural familiarity
- • Visa requirements
- • Language barriers
Opportunities:
- • South America (adventure focus)
- • Africa (safari experiences)
- • Middle East (cultural depth)
Strategic Insights for DMOs
Key takeaways for destination marketing organizations
Lead with affordability but emphasize value. Gen Z wants to feel they're getting authentic experiences for their money, not just cheap travel.
Aesthetic appeal drives 50% of decisions. Invest in high-quality visual content that showcases your destination's most photogenic aspects.
Focus on unique experiences rather than just attractions. Gen Z wants stories to tell and memories to share, not just places to visit.