Millennials and Generation Z are changing the way people travel, focusing on sustainability and authentic experiences.
These two generations make up over half of the world’s population and have a significant impact on the global travel industry.
Millennials average 35 vacation days a year, while Gen Z averages 29 trips annually. However, their focus isn’t just on the number of trips—they care deeply about the environmental impact of their travel decisions. In fact, 77% of 18 to 29-year-olds say sustainability influences their travel choices.
Here are six ways destination marketing organizations (DMOs) can attract eco-conscious Millennial and Gen Z travelers.
Authenticity Matters
These travelers want real, immersive experiences. Millennials (60%) value authentic cultural experiences, and Gen Zs prioritize grassroots engagement with local cultures.
DMOs should promote opportunities for meaningful interactions with local communities.
Highlight experiences that preserve the destination’s cultural uniqueness and allow visitors to spend time like locals. This approach appeals to 79% of Millennials and Gen Zs, who prefer this type of travel.
Promote Off-Peak Travel
Millennials and Gen Zs also prefer off-peak travel. Around 79% of Millennials and Gen Zs from Asia-Pacific and 70% from the U.S. prefer avoiding crowded seasons.
Off-peak travel not only helps travelers avoid crowds but also reduces the strain on local ecosystems. Offering deals during less busy times can help spread tourism evenly throughout the year.
Embrace “Destination Dupes”
A growing trend among these generations is “destination dupes” – less crowded, affordable alternatives to popular tourist spots.
These alternatives allow travelers to avoid over-tourism while still enjoying authentic experiences.
Promoting lesser-known but equally beautiful destinations helps reduce the environmental burden on over-visited areas.
Use Social Media for Visual Storytelling
Millennials and Gen Z travelers rely heavily on social media for travel inspiration, with 75% of Millennials and 81% of Gen Zs looking to platforms like Instagram and TikTok.
DMOs should use social media to share stories of eco-friendly destinations, promote sustainable tourism practices, and showcase authentic experiences. Examples like Visit Costa Rica and Visit Norway show how social media can highlight sustainable initiatives.
Partner with Influencers and Local Businesses
To maximize the impact of sustainability messaging, DMOs should collaborate with influencers and bloggers.
Travelers from these generations are more likely to trust peer-generated content over traditional advertisements. Co-op marketing with local businesses can also expand reach by promoting shared messages about sustainability and offering eco-friendly experiences to travelers.
Encourage Slow Travel
Slow travel, which emphasizes mindfulness and wellness, is increasingly popular. 61% of Millennial and Gen Z travelers look for wellness-focused travel experiences.
Encouraging travelers to stay longer in one destination helps reduce their environmental impact. DMOs can promote activities like hiking, nature walks, and outdoor adventures, similar to initiatives from Visit Colorado and Visit Maine.
By focusing on sustainability and authenticity, DMOs can attract Millennial and Gen Z travelers while promoting responsible tourism.