Abstract
Generation Z is emerging as one of the most influential travel demographics, with expectations that differ significantly from previous generations. This study explores what Gen Z wants from travel destinations and how these expectations affect their destination choices, satisfaction, and purchasing behavior. The research also examines how the tourism industry can respond to these evolving demands. The study uses a mixed-method approach. First, 85 in-depth interviews were conducted with Gen Z travelers (ages 18–27) who had recently traveled. Participants shared their experiences, motivations, and opinions about destination features that mattered most to them. Second, a content analysis of 314 short-form videos on TikTok, YouTube Shorts, and Instagram Reels was carried out to observe how young travelers narrate and share their travel experiences online. Third, a quantitative online survey (target N = 500) collects broader data on preferences, booking behaviors, and ranking of destination attributes. Preliminary findings suggest that Gen Z values authenticity, digital integration, sustainability, personalization, and emotional engagement. They prefer flexible, immersive, and socially relevant experiences over traditional touristic formats. These expectations signal a shift in demand that challenges tourism providers to redesign experiences and marketing strategies to stay relevant. This research contributes to youth tourism studies and provides actionable insights for tourism professionals aiming to attract and retain Gen Z travelers through meaningful and future-oriented destination design.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Changing Dimensions of Contemporary Tourism
KEYWORDS
Gen Z, Travel Expectations, Destination Design, Youth Tourism, Digital Travelers, Immersive Experiences, Tourism Marketing, Sustainable Tourism
