The State of Gen Z & Young Millennial Travel, Volume II
We surveyed 1,000 18- to 35-year-olds to discover how pop culture, the economy, and climate change are reshaping young adult travel.
The travel landscape for Gen-Z and Millennials continues to evolve at breakneck speed. Seven months after our inaugural study revealed a generation that prioritizes wanderlust over financial caution—literally budgeting for bucket lists before savings accounts—volume II of The State of Gen-Z & Young Millennial Travel uncovers even more seismic shifts in how young people approach international exploration.
Gone are the days when travel was simply about checking destinations off a list. Today's young travelers are motivated by Netflix binges, climate concerns, economic frustration, and the search for genuine human connection in an increasingly digital world. They're turning fiction into flight plans, choosing coolcations over beach burns, and finding love on group tours rather than dating apps.
EF Ultimate Break is a leader in guided, experiential travel for Gen Z and Millennial travelers. In September, 2024, the tour operator worked with Qualtrics to survey a representative sample of more than 1,000 U.S.-and-Canadian-based, 18-35-year-old consumers who expressed interest in near-term travel outside their home country.
Key findings at a glance
The numbers tell a compelling story of generational change:
- 73% are inspired to travel by TV and movies and 55% already have acted on that inspiration
- 65% would rather meet a romantic partner while traveling than on a dating app
- 74% plan to beat the heat with "coolcations" in northern or more temperate destinations
- 18% of young adults prefer to travel exclusively with other women for safety and authenticity
- Italy dominates bucket lists as the most sought-after destination
- 62% are ready to turn their BookTok reads into real-world itineraries
- 73% say exploring cities at night offers unique magic
- 76% use AI tools like ChatGPT and Claude to plan their travels
Economic blues and geopolitical news and the impact on traveler intent
There is no hiding from the fact that we are living in some pretty chaotic times. Wars in the Middle East. Raging hot debates over immigration in the United States. And when it comes to the economy, “uncertainty” seems to be the word-of-the-day in the business press.
While the cost of rent and travel remains prohibitively high for many young adults, and TV commentators offer nothing but anxiety, economic headwinds and news headlines don't appear to be dampening travel enthusiasm. Despite these challenges, 18- to 35-year-old U.S. and Canadian consumers still show strong intent to travel internationally—at least based on survey data collected before recent Middle East conflicts.
In May 2025, nearly 7 in 10 (68%) young adult travelers said they either agreed or strongly agreed that travel costs were competing with other consumer purchases, but an astounding 93% of those travelers surveyed still said they intend to travel internationally the same or more frequently than in the previous 12–24 months. Perhaps "resiliency" defines this generation of consumers as much as "uncertainty" defines the economy.
This resilience comes with significant financial commitment. More than 81% of high intent international travelers surveyed in May 2025 said they expected to pay more than $2,000 USD per trip, including airfare, accommodations, meals, and excursions. Nearly 3 in 10 (29%) younger adult travelers said they anticipated spending $5,000 USD or more per trip.
Italy: The ultimate bucket list destination
Italy isn't just popular—it's essential.
An overwhelming 75% of respondents want to visit Italy, driven primarily by food and drink (75%), art history (53%), and architecture (50%). Perhaps most telling: 63% already consider themselves knowledgeable about Italy before visiting, suggesting this isn't casual wanderlust but informed desire.
Italy has transcended aspirational status to become a rite of passage for young travelers who view it as a masterclass in culture, cuisine, and creativity. The country represents everything this generation values: authenticity, depth, and experience over mere consumption. Plus, the views are pretty epic.
While Italy dominates the bucket list conversation, actual booking intentions tell a broader story. Asked to identify their most likely international destination for the next six months, travelers ranked their top choices as:
The overtourism dilemma
Even as young travelers express overwhelming desire to visit iconic destinations like Italy, they're increasingly strategic about when and how they visit. A significant 61% of respondents say overtourism, specifically large crowds in a destination, is something they actively consider when making travel plans, adding a layer of discernment even when eyeing icons like Paris or Venice.
This awareness is fundamentally changing how this generation approaches bucket list destinations. Rather than abandoning their dream trips entirely, they're becoming more tactical—seeking shoulder seasons or lesser-known neighborhoods within famous cities. The Instagram-worthy shot is still important, but not at the expense of actually enjoying the experience.
Set-jetting: The Netflix-to-passport pipeline
Streaming services have become the world's most effective travel-marketing tool. Nearly three-quarters (73%) of young travelers are motivated to visit places they've seen in movies or TV shows, with 55% having already acted on that inspiration.
This phenomenon, dubbed "set-jetting," is fundamentally reshaping destination marketing. Film and streaming platforms now function as immersive travel brochures, offering previews that traditional tourism advertising simply can't match.
The impact is measurable and immediate. Following an increased spotlight on Thailand and the premiere of Season 3 of The White Lotus, EF Ultimate Break saw a staggering 172% increase year-over-year in Thailand bookings.
The data doesn't lie: your Netflix queue is basically a vision board with a passport.
Romance on the road: Ditching dating apps for group tours
In a world of curated profiles and scripted conversations, 65% of young travelers would rather meet a romantic partner while traveling than on a dating app (23%). The reasons are telling: 44% say you see someone's true character in unfamiliar settings, while 42% believe travel creates an emotional backdrop for deeper connection.
Group tours emerge as the most likely place to meet someone (33%), with solo travel close behind (31%). There's something about shared experiences—navigating foreign markets, marveling at sunsets, handling travel mishaps together—that creates bonds dating apps just can't replicate.
BookTok tourism: When literature drives itineraries
The intersection of social media and literature is creating an entirely new travel category. With nearly 4 in 10 young-adult travelers reporting they are members of book clubs, 62% expressed interest in visiting locations tied to novels they've read. Literary travel is literally experiencing a renaissance powered by the social-media phenomenon, BookTok.
What's particularly fascinating: more than 6 in 10 book-inspired travelers want to journey with people inspired by the same book, creating organic, niche communities united by shared literary experiences. Publishers and tourism boards are taking notice, creating reading guides tied to destinations and literary tours.
Consider this: Emily Henry's beach romance novels are inspiring travelers to seek out sun-soaked Croatian coastlines, while zillennial nostalgia is driving Harry Potter fans to retrace magical footsteps through London's hidden corners.
These aren't your everyday tourists, they're literary pilgrims seeking to make fictional worlds tangible.
Night tourism: The after-dark economy
Forget early-morning museum tours! 73% of young travelers love nighttime activities while traveling and are baking nighttime plans into their vacation itineraries. More than 3 in 10 (32%) said local nightlife was a driving consideration when choosing a destination. They're drawn to a thrilling atmosphere (42%), romantic ambiance (39%), and the mystery and energy (38% and 34% respectively) that only emerges after dark.
From night markets in Bangkok to underground clubs in Berlin, 45% actively seek everything from culinary adventures to musical experiences under the cover of darkness. Cities are responding with dedicated night tourism strategies, extending museum hours and promoting after-dark cultural experiences.
Coolcations: Climate change rewrites summer travel
It’s not so much the heat as it is the humidity! Where is my air conditioning?
Climate change isn't just reshaping weather patterns—it's rewriting the summer vacation playbook for many Americans and Canadians. While traditional beach vacations still appeal to 30%, an overwhelming 74% of Gen-Z and Millennial travelers are interested in cooler international destinations from June to August.
The motivations are practical: 41% say extreme heat disrupts outdoor activities, while 34% simply find sweating unpleasant.
The top cooler destinations favored include: 1) The Alps (Switzerland, Austria, France, Italy), 2) Australia or New Zealand (where it is winter from June–August in the Southern Hemisphere), and 3) Ireland. As our research suggests, "cool is the new hot" for a generation optimizing comfort over convention.
Women-only travel: Empowerment through exploration
Women + travel + community = pure magic.
Our data found that eighteen percent of female respondents prefer women-only trips, citing safety (53%), authenticity (52%), and community (40%) as major motivators. Recent geopolitical events have heightened this desire, with 39% saying current circumstances increased their interest in connecting with other women on the road.
Take it from us—women-only travel is where practical meets magical.
Is AI your new travel advisor?
More than 76% of young adult travelers are using AI (artificial intelligence technology like ChatGPT, Claude, or Google Gemini) to help plan their trips, and it's not about replacing human connection, it's about enhancing it.
When it comes to AI travel planning, Gen-Z and Millennials aren’t looking for soulless itineraries, they want unique, off-the-beaten-path experiences. While using these AI services, travelers’ top priorities include finding personalized trip recommendations (40%), budget-friendly options (40%), translating language or understanding cultural norms (37%), and discovering hidden gems (34%). ChatGPT leads the pack with 53% preference among AI platforms.
AI isn't replacing the personality or insights of a local tour guide or the magic of in-person moments. Instead, it's powering personalization at scale and automating mundane tasks so travelers can shift focus from process to presence and spend less time reacting and more time relating.
For tour operators like EF Ultimate Break, it’s helping to deliver smarter trip recommendations tailored to each traveler’s preferences and budget, while freeing up their teams to focus on what matters most: ensuring traveler safety, creating memorable experiences, and providing the human touch that transforms a good trip into an unforgettable journey.
Traveler affinity: Familiar faces in foreign places
While diversity remains a top priority for young travelers, many prefer sticking with what's familiar when venturing into the unfamiliar.
The data tells the story: 37% prefer people closer to their age group, 36% want similar activity levels, and 31% seek hobbyists with shared interests. Only 28% actively seek diverse groups of travelers from different backgrounds.
This isn't about exclusion. It's about comfort zones. When everything else is foreign, having travel companions who share your pace and interests helps serve as a catalyst to building a feeling of community on tour.
Wellness without borders
Forget "vacation calories don't count." 94% of young travelers say wellness is important to them, and that doesn't change when they cross time zones.
The integration is impressive: 38% often incorporate wellness into their vacations, while 53% somewhat do. This generation isn't choosing between green smoothies and gelato, they're finding ways to have both. This wellness-first mindset is reshaping everything from hotel choices (gyms are non-negotiable) to activity preferences (hiking over lounging, yoga retreats over all-inclusive buffets).
The result? Destinations are scrambling to promote wellness infrastructure, from meditation spaces in airports to bike-sharing programs in tourist districts.
Lightning round: Would you rather!?
To wrap up this edition of our deep dive into the Gen-Z and Millennial travel mindset, we put respondents to the test with a few tough travel dilemmas in a game we like to call, “Would You Rather!?”
What would you do?!
Methodology and media contacts
This survey was sponsored by EF Ultimate Break and questions were co-developed and directly fielded by Qualtrics Research. A representative sample size of more than 1,000 United States and Canadian respondents, ages 18 to 35, participated in the survey in April 2025.
For media, researchers or other interested parties interested in learning more about this study, please email Brian Hoyt, [email protected] or Clara Tuttle, [email protected], from EF World Journeys.