General Z does not wait until they get older or start seeing the world. They're doing it now – on their own terms. According to a Skift survey, over 50% of Gen Z Travellers want to cut their daily spending, such as takeaways and shopping, rather than giving up on travel.
“Gen Z prioritizes travel in the same way older generations prioritize car savings or buy the first set of furniture. They build lives around experience rather than things.”
So where are they booking now? Flight Centre travel experts unlock destinations to speak to Gen Z Values: Authenticity and Connection.
Amsterdam, Netherlands
Amsterdam is not your average European stopover. It is one of those cities that allows you to live like a local from day one. Landing fifth in the flight centre of South Africa's top international destination in 2024, it became a hot spot for young travelers looking to experience something beyond the regular tourist trails.
“Amsterdam offers Gen Z Travelers the perfect mix of cultural immersion and positive values,” Turner says. “Inclusivity and creativity are part of everyday life and truly resonate with the priorities of this generation.”
Instead of spending money on tourist attractions, the Gen Z experience looks like you'll spend time in a neighborhood like Noord, with warehouse art spaces and De Pijp edgy street markets. The city is extremely walkable and safe, perfect for those traveling solo or with careful budgets.
Reasons for Amsterdam in 2025:
The city's 750th anniversary festival transforms Amsterdam with free festivals, street parties and cultural events.
Morocco
Morocco is not another exotic destination on your bucket list. It's a slow journey and a sense of rewarding cultural curiosity.
“What makes Morocco particularly appealing to younger travelers is the perfect balance of adventure and accessibility,” Turner says. “You can trek through the Atlas Mountains in the morning and sipped mint tea in Medina, centuries old, before sunset.”
The Gen Z experience looks like wandering through the maze of Marrakech's maze, stumble at family-run workshops, escape the tourist trails of Chef Chaweng in Blue City, finding the perfect filtered photos, and surfing in the laid back Taghazout where the ocean encounters the desert. Souks offers everything from handmade jewelry to woven textiles. Perfect for conscious shoppers looking for meaningful memorabilia rather than fast fashion.
Morocco in 2025:
The Africa Cup of Nations (AFCON) 2025 will be held in Morocco starting December 21st and will provide an unusual opportunity to experience both the atmosphere of Africa's biggest soccer tournament.
Thailand
Khlen Jai's notion of Thailand, who values deep respect for all people, may explain why Gen Z is so powerfully connected to Thailand. This cultural idea creates a space where genuine exchange occurs naturally, rather than coercion or design.
“On a practical level, your money goes surprisingly far when you're there, but the real value lies in the cultural immersion that arises, whether you're in a remote village or buzzing Bangkok,” Turner says.
Instead of a busy tourist boat, Gen Z experience looks like taking part in a local sunrise kayak trip via Limestone Karsts on Phang Nga Bay or booking a homestay in a village in northern Thailand where you learn to go through generations and cook family recipes.
Reasons for Thailand in 2025:
Thailand's wellness scene is absolutely booming (growing 10% per year). They are putting their investments into wellness tourism. Expect more retreats, an overall healing space and next-generation health experiences to emerge.
“It's an exciting time to be a young traveler,” Turner says. “Destinations are evolving, wellness is more accessible, and experiences are more value-driven than ever. If you're not sure where to start, talk to a travel expert who knows what's important to you. It's about finding a trip that suits your lifestyle, not just your budget.”
