Global Generation Z in Travel and Tourism Market Forecast 2025-2035: Expanding at 6.6% CAGR Driven by Sustainable and Personalized Experiences

The Global Generation Z in Travel and Tourism Market is witnessing rapid growth, reflecting the changing travel behavior and preferences of the youngest adult consumer group. With a market size of 34.4 USD Billion in 2024, the industry is expected to reach 36.7 USD Billion in 2025 and expand to 70.0 USD Billion by 2035, achieving a CAGR of 6.6%. Growth is driven by Generation Z’s inclination toward sustainable, authentic, and personalized travel experiences, supported by digital platforms and social media influence.

The market is segmented by travel preferences, accommodation type, transportation mode, travel booking method, and region. Travel preferences include adventure, wellness, cultural exploration, and budget travel. Accommodation options range from hostels and boutique hotels to luxury resorts and Airbnb-style rentals. Transportation modes include air, rail, road, and shared mobility services. Travel booking methods consist of online travel agencies, mobile apps, direct bookings, and travel aggregators. This segmentation enables companies to tailor offerings to the unique expectations of Generation Z travelers.

Key Market Dynamics

Several factors are fueling growth in the Generation Z travel market. Sustainable travel preferences are increasingly influencing decisions, with environmentally conscious experiences being highly valued. Social media influence drives destination choices, with platforms like Instagram, TikTok, and YouTube shaping trends. Generation Z travelers prioritize experiences over luxury, seeking authentic, local, and adventurous activities. Additionally, budget-conscious spending and solo travel trends are shaping service offerings, with companies responding through affordable packages, flexible itineraries, and digital-first booking options.

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Emerging Trends and Opportunities

The market offers significant opportunities for companies catering to Generation Z. The demand for sustainable travel experiences encourages eco-friendly tours, green accommodations, and low-impact transportation options. Personalized travel packages tailored to individual interests and preferences enhance satisfaction and loyalty. Platforms leveraging social media marketing and user-generated content can drive engagement and influence booking decisions. Authentic local experiences, including culinary, cultural, and adventure activities, are increasingly sought after. Moreover, adventure and solo travel trends open avenues for niche travel offerings targeting specific segments within Generation Z.

Regional Insights

North America and Europe are mature markets with high digital adoption, strong infrastructure, and a large base of eco-conscious and tech-savvy travelers. Asia Pacific (APAC) is projected to witness rapid growth due to rising disposable income, increasing urbanization, and growing digital engagement. South America and the Middle East & Africa (MEA) offer untapped potential, particularly for niche sustainable and adventure travel experiences. Companies tailoring offerings to regional preferences, local culture, and social media trends can maximize adoption and revenue.

Key Players

Major players driving the market include GetYourGuide, Civitatis, Acomodeo, Intrepid Travel, Klook, Trivago, G Adventures, Booking Holdings, Contiki, Expedia Group, Tripadvisor, Airbnb, Travel Leaders Group, Hostelworld, Kayak, and Viator. These companies leverage digital platforms, personalized packages, social media marketing, and sustainable offerings to maintain competitiveness and attract Generation Z travelers. Partnerships with local experience providers and eco-conscious brands further enhance value propositions.

Future Outlook

The Global Generation Z in Travel and Tourism Market is projected to grow at a CAGR of 6.6% from 2025 to 2035, driven by demand for sustainable, authentic, and personalized experiences. Companies integrating digital booking solutions, social media engagement, and eco-friendly initiatives will capture high-value consumers and secure long-term market growth. The continued emphasis on adventure, wellness, and culturally immersive experiences positions this segment for rapid expansion.

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Table of Contents 

SECTION I: EXECUTIVE SUMMARY AND KEY HIGHLIGHTS 

SECTION II: SCOPING, METHODOLOGY AND MARKET STRUCTURE 

SECTION III: QUALITATIVE ANALYSIS 

SECTION IV: QUANTITATIVE ANALYSIS 

SECTION V: COMPETITIVE ANALYSIS ........ 

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