Ah yes, the eternal mystery of modern tourism:
Why does Gen Z recoil at the word “tourist” like it’s a cringe flashback from your dad’s cargo-shorts-and-socks era?
Here’s the thing. Gen Z doesn’t hate travel. They love it. They spend on it. They prioritise it. But they do not want to be seen as tourists, and woe betide the operator that markets to them like they are. And with Gen Z making up nearly 19% of the UK population, their preferences matter more than ever.
Let’s unpack the existential crisis this presents, shall we?
The death of the word “tourist” 💀
The problem isn’t the activity. It’s the image. “Tourist” evokes a very specific, very cursed vibe:
- A branded neck pouch full of foreign currency
- Matching t-shirts and a flag-waving group leader
- Taking a photo of your Eggs Benedict at an Irish pub in Rome
To Gen Z, it screams inauthentic, disconnected, and above all, basic.
They don’t want to visit a city. They want to experience it.
Not see the Mona Lisa from behind 84 iPads, but discover a queer-owned speakeasy in a converted bakery where someone’s cousin DJs deep cuts on cassette.
So what do they want to be called?
They’d prefer traveller, explorer, or digital nomad, depending on the vibe.
But mostly, they don’t want labels at all. They want to feel like they stumbled upon something cool before it was cool — even if they got there via a listicle titled “12 Secret Rooftop Bars in Paris.”
Why it matters
- Numbers don’t lie: According to TravelPerk, 76% of Gen Z say they’re travelling more than before.
- Mindful travel: Over half of Gen Z travellers prefer eco-friendly options, making value-driven travel a must.
- Cultural experiences: 26% were planning to go to a gig or concert when travelling in 2025 and 25% intended to go to an immersive art exhibition. Only 20% of Millennials surveyed were planning on either of those activities.
Enter the ✨ era of curated chaos
What Gen Z wants is vibe-aligned spontaneity.
They’ll book in advance, but only if it feels like it’s going to unlock a core memory. They want to find the story behind the street art. They want the café where the server recommends their favourite dish, not the one written on a chalkboard for “Instagram moments”.
They want to feel local, not led.
So yes, they’ll do a food tour.
But only if it’s called something like:
“An after-dark wander through Lisbon’s late-night bites (with the city’s funniest ex-bartender)”
They will not click on:
“LISBON FOOD TOUR – €29.99 – ENGLISH GUIDE – 10 STOPS”
| Fun fact: They’re foodies! A survey conducted by Skyscanner found food to be the most important factor (62%) for Gen Z when picking a holiday destination; that’s higher than the weather (54%) and the shopping (41%). |
What this means for you, dear operator
We’re not saying you need to rebrand your walking tour as a “side quest”. (Although… that would work.)
But a few smart moves can make a big difference.
They’re not tourists, they’re insiders
It’s about belonging: indie cafés, street art, nighttime ramblings. They don’t just visit a city, they immerse in it.
Show, don’t tell
Glossy photos feel fake. They want UGC (user-generated content). Candid, imperfect snapshots that feel lived-in.
Trust, but make it real
They distrust corporate clichés, fake reviews, and spammy content. They’re attracted to genuine voices; local bloggers, small creators, fellow travellers.
Tech-savvy, but disconnected
They look at TikTok – 60% say it sparked their travel plans. Yet despite being always online, 93% agree travel boosts their mental wellbeing. They want screen breaks, not guided apps.
Values first
Sustainability, diversity, impact: these aren’t buzzwords. They’re deal-breakers. If your tour uses plastic or avoids walking, they’ll swipe left.
Main character energy
They are inspired to book a trip abroad based on locations from their favourite video game, books, and movies. Think themed walks inspired by Emily in Paris, Stranger Things, or Assassin’s Creed. Skyscanner’s data shows a rise in flight searches to worldwide gaming conventions
What operators need to do
- Ditch “tourist” and think “storyteller”
Rename your tours. “Foodie crawl” instead of “food tour.” “Urban legends walk” over “city tour.”
- Be seen by insiders
Partner with local bloggers, TikTok creators, even micro-influencers. Gen Zers trust authentic posts over paid ads every time.
- Show real experiences
Ask past Gen Z guests to share their day in photos or short videos. Nothing cheesy. Think snapchat stories, TikToks; quick, honest, human.
- Highlight your values
Is your tour plastic-free? Sober-concious? Soil-to-table themed? Include that early. They scroll fast, so use value statements like “eco-friendly” or “supporting local artisans.”
- Offer choice and exploration
Structured? Boring. Instead, design “choose-your-own-adventure” segments. A 30-minute history intro, then optional foodie detour or art-walk extension.
- Plant olive branches
Set up regular community events aimed at locals, ”Explorer nights” during the week, or family discovery weekends. It shows you’re more than a tour.
- Support digital detox
Offer QR-free moments. Printed maps or conversational prompts. When they switch off, they’ll remember.
But what about the rest of us?
- Millennials are exhausted.
- Gen X is quietly competent and deeply cynical.
- Boomers just want to know where the loo is and how to avoid stairs.
And you, reading this? You’re likely one of us. We’re all trying to keep up with a generation that communicates in memes, rates vibes over value, and considers going offline for the afternoon a radical act of self-care.
You don’t have to become Gen Z. But if they’re your market, it helps to speak their language. Just… maybe don’t use 💀 in your marketing emails.
Unless you’re being ironic. In which case:
Same.