How Gen Z Is Transforming the Travel Landscape — and Their Destinations for 2024

Perhaps due to shared climate concerns or skepticism towards corporate America, Gen Z isn’t waiting to explore the globe. They’re making their presence felt right now, traveling in ways that significantly differ from previous generations.

In fact, over 50% of Gen Z adults are already categorized as avid travelers. “Millennials laid the groundwork, establishing the notion that travel is a right, not a luxury,” explains travel analyst Lindsey Roeschke, noting that Gen Z has embraced this philosophy, placing travel at the forefront of their priorities. While older generations often wait for a certain income level before investing in travel, a study by Bankrate reveals that 61% of Gen Z travelers earn less than $50,000 annually.

Gen Z is known for its skepticism, with many wary of the long-term commitments associated with traditional careers. “Job security is not a guarantee for any of us,” states travel influencer Raimee Iacofono. With travel becoming increasingly accessible, many Gen-Zers are eager to embark on their adventures as soon as possible.

Gen Z travelers prioritize different experiences compared to older generations.

While budget has traditionally influenced choices for first-time travelers, many young explorers today are booking trips that align with their values. Gen Z tends to investigate how companies treat their employees and their commitment to sustainability, which significantly affects their buying choices.

“You can’t win over Gen Z with just good intentions,” Roeschke explains. For these travelers, ethical practices are seen as the standard expectation when choosing which companies to support.

Regarding travel in Southeast Asia, influencer Kayli King notes, “People are becoming more aware, discussing issues like animal exploitation.” Travelers are increasingly vocal about supporting ethical businesses, and Gen Z is more inclined to call out those that still have work to do to gain their approval.

Additionally, this generation often prioritizes adventure, mental wellness, and cultural experiences. This mindset encourages them to explore unfamiliar places and to travel for extended durations. While some of this is age-related rather than generational, it reinforces travel as a means for young adults to engage with nature, diverse cultures, and their own identities.

Where will Gen Z travel to next?

As reported by travel app Hopper, Gen Z and Millennial travelers checked prices for Asian destinations 50% more frequently in 2023 compared to the pre-COVID era. Kiwi Report and tour company Contiki identified Thailand as a top choice for Gen Z travelers this year. Thailand often serves as a gateway for those starting their Southeast Asia adventures, gaining popularity on social media alongside Vietnam, the Philippines, and other regional hotspots.

Southeast Asia meets all the key preferences of Gen Z. For starters, it’s significantly more affordable than many other sought-after locations. As Kayli puts it, “The quality of nature, landscapes, and diverse experiences available for the price is truly unmatched.”

There are several standout, “Instagrammable” experiences to pursue, such as the Ha Giang Loop, the full moon party in Koh Phangan, and the Komodo Tour.

Southeast Asia’s affordability and stunning scenery have long made it a hotspot for young travelers and backpackers, but it’s the culture shock that particularly resonates with Gen Z. “Southeast Asia is a place that changes your perspective,” Raimee explains.

Gen Z's increasing presence in the travel market is reshaping the industry for the better. It compels us to acknowledge our privilege as travelers, reassess the organizations we endorse, and embrace travel simply for the joy it brings.