Generation Z approaches trips not as a checklist of sights but as an extension of their own identity. According to a Skyscanner report, their choices are shaped by personal passions — from skincare to seeking new connections — rather than the traditional "must-see" list.
Beauty tourism is coming to the fore: 40 % of the generation plan to include skincare treatments or visits to cosmetics stores in their itinerary. TikTok and Instagram turn such rituals into the main motivator, not merely an add-on to a holiday.
At the same time, interest in romance in new places is growing. 74 % of Gen Z respondents travel to unfamiliar cities specifically for dating, feeling freer away from their usual circle. The journey becomes a space for genuine connections, not just for photos.
Another notable shift is "shelf tourism." Nearly a third of the generation intends to visit supermarkets abroad to try products unavailable at home. Such stops at 7-Eleven in Japan or local shops become a way to touch everyday culture without intermediaries.
Family and multigenerational trips are also gaining momentum: 52 % of Gen Z travel with their parents, 37 % — with several generations at once. Here, saving money combines with a desire to strengthen bonds that once seemed broken.
Mountains and beaches are getting a new reading. 58 % choose mountain destinations for silence and recovery, while 51 % — beach holidays with activities such as snorkeling or surfing. Nature ceases to be a backdrop and becomes part of self-care.
Technology amplifies all these trends: 72 % of Gen Z confidently use AI to plan routes and find deals. Digital tools make it possible to create personalized trips where every element reflects the values of the generation rather than the templates of past eras.
