Generation Z is stepping into the spotlight, and with them comes a fresh perspective that’s shaking up the travel and tourism industry.
This dynamic cohort, marked by their tech-savvy nature and strong social consciousness, is poised to reshape how and why we explore the globe. To delve into this exciting transformation Chaiwat Tamthai, Director of the Tourism Authority of Thailand in Dubai for the Middle East and Africa explained.
“Travel today is drastically different from just a few years ago. Each generation leaves its unique mark, and Gen Z is no exception. Growing up amidst rapid change economic shifts, social movements, and a global pandemic they have a world view that influences every aspect of their lives, including travel.”
One of the most significant shifts we’re seeing is a commitment to sustainability. Gen Z travellers are on the hunt for low-carbon tourism options that respect both the environment and local communities. A recent survey by Flywire found that a staggering 87% of South African travel providers have reported a rise in clients seeking sustainable choices, with nearly half of travellers considering eco-friendly accommodations.
Tamthai highlighted Thailand’s STAR programme, which categorises tourism operators based on 12 sustainability criteria. “This system allows responsible travellers to assess each operator’s sustainability status and make informed decisions,” he says. Eco-conscious experiences are increasingly in demand, ensuring that travellers can explore while minimising their impact.
In an age of hyper-connectivity, Gen Z craves authentic experiences that immerse them in local culture. Forget cookie-cutter tourist traps, these young adventurers prefer homestays, boutique hotels, and unique experiences like cooking classes and cultural festivals.
Tamthai noted that Thailand is rich with such opportunities. “From rice planting with local farmers to hand-weaving crafts, these experiences let travellers take home a piece of authentic Thai magic,” he says. For Gen Z, it’s all about genuine connections and memorable adventures.
Being digital natives, Gen Z’s travel decisions are heavily influenced by technology. They rely on apps and social media for everything from booking to discovering local hotspots. According to Expedia Group, about 60% of South Africans find travel inspiration on platforms like Instagram and TikTok.
“Peer reviews from influencers significantly impact their choices, with nearly 40% relying on these endorsements,” Tamthai added. As social media continues to shape travel preferences, engaging with this tech-savvy demographic will be essential for brands aiming to capture their attention.
The focus on holistic health has skyrocketed, especially post-pandemic. Gen Z is actively seeking travel experiences that promote personal wellness, mental health, and social awareness. In Thailand, wellness spas are expanding their offerings to include comprehensive programmes aimed at rejuvenating the body and spirit.
“As wellness tourism becomes more mainstream, we anticipate a growing interest among young travellers seeking rejuvenating experiences,” Tamthai predicted. This trend is transforming travel into a pathway for personal growth and healing.
Gone are the days of traditional vacations. Enter “workcations,” where 51% of millennials and Gen Z prioritise remote work facilities while travelling. This shift not only allows for blending work with exploration but also reshapes peak travel seasons as more travellers opt for off-peak adventures.
As Generation Z continues to chart the course for the future of travel, the landscape is evolving to meet their demands for sustainability, authenticity, and connection. From solo adventures to leisure trips, this generation is redefining what it means to explore.
IOL