Who are Gen Z Travelers?
As Gen Z travelers emerge as a powerful economic force, they are rapidly reshaping the travel industry, and Destination Marketing Organizations (DMOs) are evolving to connect with this influential demographic. Born between the mid-1990s and early 2010s, Gen Z has unique values, behaviors, and motivations that differentiate them from previous generations. DMOs that want to engage Gen Z effectively will need to understand their expectations and design campaigns that speak authentically to their preferences and digital habits.
What Drives Gen Z Travelers? Purposeful and Impactful Travel
Gen Z travelers prioritize experiences that align with their values. Unlike previous generations who may have focused on leisure and relaxation as the main motivations for travel, Gen Z is deeply interested in purposeful and impactful travel experiences. They seek destinations that reflect their commitment to social justice, sustainable tourism, and inclusivity.
For DMOs, catering to Gen Z travelers means focusing on values-led storytelling. Highlighting sustainable tour practices, community-centered tourism initiatives, and partnerships with local businesses that embrace ethical practices can be powerful motivators for this generation. The Colorado Tourism Office exemplified this approach with its “Care for Colorado” campaign, which educates visitors about responsible travel practices and environmental stewardship. This initiative resonates strongly with Gen Z’s eco-conscious mindset and desire for sustainable travel options. By showcasing these efforts, DMOs can demonstrate that their destination aligns with Gen Z’s values, which translates into visitation as Gen Z travelers choose destinations where they feel their presence contributes positively to the local community and environment.
Leveraging Social Media to Connect with Gen Z Travelers
Gen Z is the first true digital-native generation, having grown up with the internet and social media as integral parts of their lives. They rely heavily on platforms like Instagram, TikTok, and YouTube to discover new travel destinations, gather insights, and share their experiences. This generation values visually rich content and short-form videos that offer immediate, authentic glimpses into what a destination has to offer.
For DMOs, social media campaigns that feature user-generated content (UGC) and influencer partnerships can be highly effective in engaging with Gen Z travelers. Visit Philadelphia’s #VisitPhilly campaign on Instagram is a prime example of successfully leveraging UGC. By encouraging visitors to share their experiences using the hashtag, the DMO has created a vibrant, authentic showcase of the city through the eyes of real travelers, which resonates strongly with Gen Z’s preference for peer-generated content. This type of engagement not only enhances Gen Z’s perception of authenticity but also serves as a trusted source of inspiration, increasing the likelihood that they will visit the destination themselves after seeing relatable content from their peers.
Purpose-Driven Partnerships
Investing in purpose-driven partnerships that reflect Gen Z’s ethos is crucial for DMOs looking to connect with this demographic. Visit Lake Tahoe is committed to sustainability. To help with preserving the pristine beauty of Lake Tahoe, the DMO partnered with Fill it Forward to distribute 35,000 USA-made refillable water bottles to support South Lake Tahoe’s ban on single-use plastic water bottles. Each bottle features a QR code that, when scanned, donates five cents to one of four local environmental non-profits, reducing plastic waste and supporting local environmental efforts. This initiative not only highlights sustainability but also creates a tangible way for visitors to contribute positively during their trip, increasing the appeal of Lake Tahoe as a destination that aligns with their values.
Interactive Experiences and Immersive Technology
Gen Z travelers appreciate being part of the narrative, and interactive features can engage them more deeply. Some DMOs have successfully used Instagram Stories and TikTok challenges to encourage user participation, transforming their campaigns from a passive experience into an interactive journey. The Oregon Tourism Commission’s “Only Slightly Exaggerated” campaign is an excellent example of using immersive technology to captivate Gen Z audiences. By creating animated versions of Oregon’s landscapes and attractions, the campaign offered a unique, shareable experience that appealed to Gen Z’s love for visually striking and innovative content. By creating opportunities for interaction and personal involvement, DMOs can build a stronger emotional connection to the destination, increasing the likelihood of visitation as Gen Z travelers seek to experience these innovations firsthand.
Connecting with Gen Z travelers requires DMOs to embrace authenticity, purpose, and innovation. By aligning campaigns with this generation’s values—such as sustainable tourism, inclusivity, and social impact—while leveraging digital platforms like TikTok and Instagram, DMOs can create meaningful, lasting connections. Successful examples like Colorado’s “Care for Colorado,” Visit Philadelphia’s #VisitPhilly, and Visit Lake Tahoe’s sustainability partnership illustrate that when marketing strategies resonate with Gen Z’s priorities, they not only capture attention but also build loyalty. As the next generation of travelers continues to shape the future of tourism, DMOs have a unique opportunity to lead with purpose and creativity.
