Decoding Gen Z on the Move
How younger travellers plan, choose, and share trips.
Overview
Decoding Gen Z on the Move looks at how people aged 18 to 28 think, plan and travel. It describes their digital savviness, questioning nature, and need for real-world connection. For tourism, make the basics easy, show value clearly, and offer experiences that feel local, social, and personal.
Key takeaways
1. Digital spaces shape discovery and trust
Gen Z travellers spend time online and can quickly separate real content from artificial content. More than half (56%) say they feel closer to content creators than influencers or media personalities, but influencers do not rule their choices. Community, recognition, and trust shape how they understand a place before they travel.
2. Real-world connection still matters
Real-life experiences and 'touching grass' as genuine needs, and Gen Z may move easily between virtual spaces and physical experiences. They still look for connection, local culture, and memories they can share. Exploration, adventure and social energy are key travel motivations.
3. Planning and discovery work together
30% of Gen Z consumers feel financially insecure. They research, plan, and book the safe parts of a trip, such as accommodation and transport. Once in a destination, they may leave space to wander. Hidden gems, discovery, and repeat visits all sit within this behaviour.
4. Value affects choices, not just price
Two-thirds of GenZ consumers want more affordable options. They feel pressure to save alongside a wish to enjoy time as young adults. To them, value means price, clarity, ease, and an experience worth remembering.
What does this mean for your business?
The suggested actions below turn the Gen Z themes into practical steps for tourism businesses. They focus on visitor-created content, word of mouth, Gen Z communities, local and food experiences, events, easier destination links, solo travel, different times of day, and reasons to return.
- Show price, location, check-in, transport, Wi-Fi, luggage, and safety details clearly.
- Highlight what is nearby, including food, events, night-time activity, and free or low-cost options.
- Make it easy for guests to share real moments from the stay.
Practical action: review your booking page against the basic questions a first-time guest may ask.
- Show what the experience feels like, not only what it includes.
- Create options for shorter visits, solo visitors, groups, and repeat visits.
- Consider evening, seasonal, or event-led formats where they fit your operation.
Practical action: Choose one offer and rewrite it around exploration, social energy, or adventure.
- Show prices, group options, local produce, and booking details.
- Connect food with nearby events, activities, and day parts.
- Encourage word-of-mouth through simple shareable moments, not staged claims.
Practical action: Build one food offer that combines value, local flavour, and a reason to visit now.
- Connect businesses into a simple day or evening plan.
- Include free or low-cost options alongside paid experiences.
- Give visitors reasons to return, not only reasons to arrive once.
Practical action: Create one Gen Z itinerary that links transport, food, events, and hidden gems.
Related next steps
Use the findings to review your visitor information, digital content, experience design, and seasonal plans. Check current Fáilte Ireland courses on learniFi to support these updates.
Download Gen Z travel insights 2025
Download Decoding Gen Z on the Move for the full insights, examples, and source context.
How we uncover these insights
This is an insight presentation summarising Gen Z trend indicators and example experience ideas. No survey methodology is provided in the deck. Verify external statistics and source references before public publication.