As an adventurous explorer myself, I’ve noticed a growing trend among younger travelers in recent years. Gen Z and Millennials are increasingly gravitating towards organized and guided tours when exploring new and unfamiliar destinations. A recent study that caught my attention further substantiates this observation, revealing an uptick in Gen Z and Millennial tourists participating in guided tours in various parts of the world.
Understanding the trend
The data produced by Resonance Reports highlights that 50% of Gen Z travelers and 44% of Millennials preferred guided tours on their travels. The numbers significantly surpass those of older generations, such as Gen X and Baby Boomers, who only constituted around 34% and 37% of guided tour participants, respectively.
This shift manifests a fresh perspective on travel: Gen Z and Millennial explorers seek not just to visit a foreign land but to actively immerse themselves in the local culture and community, fostering genuine connections wherever they travel. An organized and expert-led expedition, in this regard, can cater to this desire for deep cultural immersion, an intellectual yet personal connection with a new destination, and the appetence to learn and grow through local interactions.
Emergence of new destinations
The data also points to an increased interest among these young travelers in emerging destinations or countries traditionally less frequented by tourists. An indicator likely fueled by a combined desire for unique experiences, a conscious effort to avoid over-touristed destinations, and a growing commitment to responsible and sustainable travel.
Favored destinations
Countries like Japan, Thailand, and Greece were popular choices among the Gen Z respondents, while millennials showed a preference for destinations like Italy, Mexico, and Australia. While the survey points to a difference in country popularity between the two demographics, it does hint towards a common thread: an attraction towards culturally-rich and varied destinations offering more than just typical tourist attractions.
The preference for less-traditional destinations suggests a transformation in the mindset of young travelers. It underscores a thoughtful approach towards travel – choosing destinations that offer enriching experiences, allowing for cultural immersion, while also supporting local communities by diverting tourism dollars away from over-crowded and over-exploited destinations.
Understanding the changes in travel preferences among these generations could provide a fresh outlook toward designing travel experiences. By aligning their offerings with these preferences, travel companies can foster an enriching travel experience that resonates with the younger, conscious explorer of today, setting a cornerstone for a sustainable and responsible future of travel.
So as travelers ourselves, why not flip the trends on their heads and practice mindful tourism by opting for guided tours, respecting local cultures, and visiting emerging, less-traditional destinations? Together, we can make the world a more understanding, accepting, and empathetic place, one journey at a time.
Ava Thompson is a vibrant and adventurous travel writer, who has been captivating audiences with her vivid storytelling and insightful travel tips for nearly a decade. At the age of 29, Ava has already traversed the globe, exploring over 60 countries on six continents. Her passion for discovery and her degree in Cultural Anthropology from the University of California, Berkeley, have fueled her pursuit to uncover the world’s hidden gems and share them with her readers.
Ava’s journey into travel writing began shortly after her graduation, when she embarked on a year-long solo backpacking trip. Her experiences, from the bustling markets of Southeast Asia to the serene landscapes of the Scandinavian fjords, became the foundation of her now-popular travel blog. This platform not only showcased her talent for engaging narrative but also her keen eye for the cultural nuances that make each destination unique.
As the lead travel writer for a major online news outlet, Ava specializes in off-the-beaten-path destinations, sustainable travel practices, and cultural immersion experiences. Her articles are a treasure trove of practical advice, covering everything from budget-friendly itineraries to luxury retreats, always with a focus on traveling respectfully and responsibly.
Beyond her written work, Ava is a sought-after speaker at travel conferences, where she shares her expertise on ethical tourism and the transformative power of travel. She is also deeply involved in various conservation projects, advocating for the protection of natural sites and cultural heritage around the world.
Ava’s infectious enthusiasm for adventure and her commitment to sustainable tourism make her a beloved and inspiring figure in the travel community. Through her stories, she encourages her readers to embrace the unknown, connect with different cultures, and see the world with an open heart and mind.
