• Value-Driven and Authentic Experiences: Younger travelers (Millennials and Gen Z) prioritize meaningful and authentic local experiences over conventional tourism, choosing destinations that align with their personal values.
• Significant Social Media Influence: Social media is a primary source of travel inspiration, with 88% of young people influenced by platforms like TikTok and Instagram, leading to trends like “set-jetting.”
• Preference for Emerging Destinations: There is a growing trend of choosing emerging and lesser-known locations over mass-tourism spots in a quest for more unique and story-driven journeys.
• Flexible Travel Styles: “Workations” (blending work and travel) and “slow travel” (longer, more immersive stays) are increasingly popular, reflecting a desire for flexibility and deeper cultural connection.

A new generation of travelers is beautifully reshaping the world of tourism, transforming it into a vibrant expression of identity, purpose, and connection. A recent report from COCHA Travel Insights reveals that for Millennials and Generation Z, travel is a core part of their lifestyle, driven by a desire for meaningful, personal, and emotionally enriching experiences. These hyperconnected and purpose-driven travelers are choosing destinations that resonate with their values, allowing for authentic local engagement and personal growth.

Social media plays a wonderful and inspiring role in this new era of discovery. An impressive 88% of young people find travel inspiration on platforms like TikTok, Instagram, and YouTube. This has given rise to exciting trends like “set-jetting,” where fans visit the stunning filming locations of popular series. These travelers are also venturing beyond traditional tourist trails, seeking out emerging and lesser-known destinations in Asia, South America, and Europe that offer a powerful combination of emotional impact, visual appeal, and authenticity.

Flexibility is another key characteristic of this new wave of travel. The rise of “workations” allows for a seamless blend of remote work and leisure, while the growing interest in “slow travel” encourages longer stays and deeper connections with local cultures. This approach views travel not as a brief escape, but as an ongoing and enriching chapter in one’s life. As COCHA’s Head of Brand and PR, Daiana Mediña, aptly puts it, travel is now a key part of a person’s “emotional résumé.”