China’s Gen Z Travel Surge: A New Era of Long-Haul Vacations and Rich Cultural Experiences in Europe and Beyond

While the National Day holiday and Mid-Autumn Festival holidays were taking place, Gen Z again distinguished itself by becoming the key group influencing the travel trends within the country. Gen Z is also the dominant group within the growing travel market, influencing the market positively for more enriching and immersive travel experiences, as well as for more remote travel locations. Such a dramatic shift in the most requested travel experiences and locations is indicative of the most significant change in preferences of holiday traveler in China. Gen Z is undeniably the most influential key driver of the most anticipated changes in the travel market.

Gen Z: The Driving Force Behind Travel Trends

Data from Fliggy reveals a remarkable 14.6% year-on-year increase in the value of holiday activities, driven largely by the younger demographic. This surge in travel activity is reflected in the growth of bookings for hotels, packaged tours, and attraction tickets, with per capita bookings rising by 4.6%. These numbers underscore the expanding influence of Gen Z travelers, who are increasingly seeking more than just basic travel experiences. Instead, they are looking for rich, culturally immersive trips that align with their desire for adventure and exploration.

According to Fliggy, Gen Z travelers accounted for almost a quarter of all bookings during the holiday season. Notably, travelers born after 2005, including those still in college, are becoming a key segment of independent travelers. Their bookings increased by a staggering 61% compared to 2024. This rise reflects their growing desire for long-haul travel and more meaningful holiday experiences.

A Shift from Budget to Experience-Driven Travel

Historically, many Chinese travelers, particularly younger ones, gravitated toward budget-friendly options. However, Gen Z is setting new trends by prioritizing experiences over cost. This generation is increasingly moving away from short, budget-focused trips and instead opting for more expensive, long-haul vacations that offer a deeper connection to their destinations.

Fliggy’s data shows that younger travelers are particularly interested in exploring off-the-beaten-path locations that offer unique experiences, often favoring destinations that allow them to immerse themselves in local cultures, foods, and activities. This generation is increasingly rejecting mass tourism in favor of more authentic and personalized journeys. The result is a growing demand for tailored itineraries, boutique accommodations, and locally guided tours.

Popular Destinations for Gen Z Travelers

As Gen Z’s preferences evolve, their choice of destinations has also shifted. While popular Asian spots like Japan, Hong Kong, Thailand, and South Korea remain favorites, long-haul travel has seen a significant uptick. Notable destinations for Gen Z travelers during the holiday season included France, Australia, the United States, and Indonesia—regions that offer a combination of culture, history, and diverse experiences.

The trend toward long-haul travel is not just limited to Western destinations. Smaller and mid-sized cities in regions like Europe, New Zealand, Australia, and East and Southeast Asia have seen a surge in bookings. According to Fliggy, bookings to these destinations doubled during the recent holiday period, a clear indicator that Gen Z is looking to venture beyond typical tourist hot spots.

This shift in preference presents new opportunities for both established and emerging travel destinations. Cities and regions that may have previously been overshadowed by more popular locations are now seeing increased attention from Chinese tourists. For example, while Paris and Sydney remain iconic, places like Lyon in France, Wellington in New Zealand, and lesser-known regions of South Korea are gaining popularity.

Impact on the Travel Industry

The rising influence of Gen Z on China’s travel market is likely to have a profound impact on the broader tourism industry. As this generation continues to grow in economic power and influence, their preferences will shape the offerings of travel companies, airlines, hotels, and tour operators.

For travel agencies and platforms, the key takeaway is clear: Gen Z is looking for more than just a vacation. They are looking for experiences that align with their values, such as sustainability, cultural immersion, and authenticity. As a result, travel brands will need to adapt to meet these expectations. From offering eco-friendly options to crafting more personalized itineraries, the travel industry will need to evolve to cater to the desires of this tech-savvy and experience-driven generation.

The Role of Technology in Gen Z Travel Choices

Gen Z is a digitally native generation, and their travel choices are heavily influenced by technology. Fliggy’s data highlights the importance of online platforms in facilitating travel bookings and providing a seamless experience for young travelers. Mobile apps, digital payment services, and social media have become key tools in shaping travel decisions.

For instance, platforms like WeChat, Alipay, and Fliggy’s own mobile services allow Gen Z travelers to easily book flights, accommodation, and activities. Social media platforms, particularly Weibo, Instagram, and TikTok, also play a significant role in shaping their travel aspirations. Gen Z travelers often look to influencers and online content for travel inspiration, seeking destinations that align with the experiences they see online.

As a result, travel companies need to enhance their digital presence to attract Gen Z consumers. Leveraging social media marketing, influencer partnerships, and user-generated content can help brands connect with this audience on a deeper level.

The Growing Demand for Sustainable and Authentic Travel

In addition to seeking unique experiences, Gen Z travelers are also placing a greater emphasis on sustainability and responsible tourism. According to Fliggy’s findings, this generation is more likely to choose destinations and travel experiences that are eco-friendly and culturally sensitive. They are increasingly aware of the environmental impact of their travel choices and are more likely to support businesses that promote sustainability.

This shift towards responsible tourism presents a challenge for destinations and businesses that are not yet equipped to cater to these demands. However, it also opens up new opportunities for those that prioritize sustainable practices, such as eco-friendly hotels, carbon offset programs, and tours that support local communities.

Looking Forward: The Future of Chinese Travel

As Gen Z continues to dominate the travel scene, the future of Chinese tourism looks promising, with a growing focus on longer, more enriching trips that go beyond the typical sightseeing experience. Travel companies and destinations that are able to adapt to the changing preferences of this demographic—by offering authentic experiences, leveraging technology, and emphasizing sustainability—will be well-positioned for success in the years to come.

The rise of Gen Z as the dominant force in Chinese travel is reshaping the global tourism landscape, with more focus on diverse and immersive travel experiences. As this generation matures, their influence will only continue to grow, making them a key demographic for both domestic and international tourism industries to watch.

Gen Z’s Influence Reshapes the Future of Chinese Travel and Tourism

Traveling patterns offered during China’s National Day and Mid-Autumn Festival break demonstrates the importance of the Gen Z demographic in travel’s evolution. Their interest in more integrated, tailored travel options, environmentally conscious tourism, and longer haul travel drives change in the industry. The accommodation and Gen Z targeted tourism market encouraged more authentic and adventure-laden options. As the market changes, both mainstream and upcoming tourist attractions will rapidly converge such that the offering of travel to Gen Z will offer more genuine and adventure-infused options compared to previous travel generations.

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