While these fundamental strategies remain important, a new generation of travellers is reshaping the landscape.

Generation Z, typically defined as those born between 1997 and 2012, has emerged as one of the most influential forces driving the future of travel. Although many Gen Z travellers are still at the early stages of their earning potential, their impact on destination marketing is already profound.

More importantly, they are influencing how all generations discover, evaluate, and experience destinations. For destination marketers, understanding Gen Z is no longer optional; it is imperative.

Who Is Gen Z?

Gen Z is the first truly digital-native generation.

Unlike Millennials, who witnessed the rise of the internet, Gen Z has grown up in a world where smartphones, social media, streaming platforms, and instant access to information have always been part of everyday life.

They consume content differently.

They communicate uniquely.

They make decisions differently.

And increasingly, they travel in distinct ways.

According to the United Nations World Tourism Organisation, younger travellers account for an estimated 23% of international tourist arrivals globally, representing hundreds of millions of trips each year.

Their influence extends far beyond mere spending power. They are shaping travel trends, driving social media conversations, and influencing the choices of older generations.

Inspiration Comes Before Search

For many years, destination marketing relied heavily on search behaviour. Travellers would determine where they wished to go and then search for relevant information.

Gen Z, however, often takes the opposite approach. Many discover destinations through social media content before actively considering travel. A short video, a creator’s recommendation, a local experience, or a viral trend can introduce a destination long before a traveller begins researching flights or accommodation. Platforms such as TikTok, Instagram, and YouTube, as well as increasingly creator-led communities, have become powerful sources of travel inspiration.

For destination marketers, this means that mere visibility is no longer sufficient. Destinations must be discoverable at the points where inspiration occurs.

Experiences Matter More Than Attractions

Previous generations often structured their trips around iconic attractions and landmarks.

In contrast, Gen Z is increasingly motivated by experiences.

They seek out:

• Local culture
• Gastronomy
• Outdoor adventures
• Wellness pursuits
• Community interactions
• Festivals and events
• Unique and shareable moments

The focus is shifting from:

“What can I see?”

to

“What can I experience?”

Destinations that concentrate solely on attractions risk neglecting what many younger travellers value most.

Authenticity Is a Competitive Advantage

Having grown up in an environment saturated with advertising, Gen Z is often highly sceptical of traditional marketing messages. While polished promotional campaigns still play a role, authenticity is becoming a crucial driver of engagement.

Travellers are looking for:

• Real people
• Genuine experiences
• Local perspectives
• Behind-the-scenes stories
• Unfiltered content

This does not mean destinations should abandon professional marketing. Rather, it signifies that marketing should feel more human and relatable. Destinations that effectively combine aspiration with authenticity are often the ones that resonate most strongly with younger audiences.

Sustainability Influences Decision-Making

Sustainability holds particular significance for Gen Z. Many younger travellers actively consider the environmental and social impacts of their travel decisions.

This does not necessarily mean they only select eco-friendly destinations. However, they increasingly appreciate places that demonstrate:

• Responsible tourism practices
• Environmental stewardship
• Community engagement
• Cultural preservation
• Ethical business practices

Importantly, Gen Z is quick to identify “greenwashing.” Destinations that communicate sustainability effectively tend to focus on actions rather than mere slogans.

Authenticity is just as essential here as it is in marketing.

Social Sharing Is Part of the Experience

For Gen Z, travel experiences do not conclude when the trip ends. Sharing experiences has become an integral component of the travel journey. Travellers document, recommend, review, and discuss destinations throughout their experience.

This creates opportunities for destinations to benefit from user-generated content and peer-to-peer advocacy. The most successful destinations recognise that every visitor has the potential to become a content creator.

As a result, destination experiences increasingly need to be both memorable and shareable.

Value Does Not Mean Cheap

A common misconception is that Gen Z travellers are solely focused on budget. While many are indeed price-conscious, the concept of value often outweighs price alone.

Many are willing to invest in experiences they consider meaningful, unique, or memorable. This encompasses:

• Adventure activities
• Wellness experiences
• Festivals
• Culinary experiences
• Unique accommodation
• Cultural immersion

For destinations, this offers an opportunity to prioritise the quality of the experience over competition based solely on price.

The Future Traveller Is Already Here

Numerous tourism organisations still regard Gen Z as a market of the future. The reality is that they are already travelling, influencing decisions, creating content, and shaping industry trends.

Their expectations are increasingly impacting travellers of all ages. For destination marketers, the challenge is not merely to attract Gen Z. It is to comprehend how Gen Z is transforming travel itself.

At Axis Travel Marketing, we assist destinations in understanding evolving traveller behaviour and connecting with audiences across the UK and European markets.

The destinations that comprehend tomorrow’s travellers today will be the ones that thrive in the future.