Tourism marketing is undergoing a significant transformation, and much of this evolution is being driven by the preferences and behaviors of Generation Z. Born between 1997 and 2012, Gen Z represents a growing segment of travelers with distinct expectations, values, and digital habits that are reshaping how destinations and brands approach their marketing strategies. Here’s how Gen Z is changing the game in 2025 and the platforms and priorities marketers need to embrace.

• • Authenticity Over Perfection Gen Z values authenticity above all else. They prefer raw, unfiltered content that feels real and relatable. Overly polished advertisements no longer resonate; instead, they’re drawn to behind-the-scenes footage, user-generated content (UGC), and influencer collaborations that appear genuine. Marketing Takeaway: Destinations should encourage travelers to share their experiences through UGC campaigns. Highlight real moments through platforms like TikTok and Instagram Stories to appeal to this generation’s desire for authenticity.

• • 2. Mobile-First Engagement Mobile devices are the epicenter of Gen Z’s travel research and planning. From scrolling through TikTok for travel inspiration to booking accommodations via mobile apps, their journey is mobile-first from start to finish. Marketing Takeaway: Optimize all touchpoints for mobile users, from seamless booking processes to vertical video content that captivates attention. Leverage platforms like Instagram Reels, TikTok, and YouTube Shorts to meet them where they are.

• • 3. Sustainability is Non-Negotiable Gen Z is highly conscious of environmental and social issues, and they expect the same from the brands they support. They actively seek out eco-friendly destinations, sustainable travel options, and brands with a strong commitment to ethical practices. Marketing Takeaway: Showcase your sustainability initiatives, whether it’s reducing carbon emissions, supporting local communities, or promoting eco-conscious travel experiences. Transparency is key—use your website, social channels, and video content to communicate these efforts clearly.

• • 4. Experiences Trump Possessions For Gen Z, travel is about creating memories and sharing experiences rather than acquiring material goods. They’re drawn to immersive activities, cultural interactions, and opportunities to learn and grow. Marketing Takeaway: Highlight unique, shareable experiences in your marketing efforts. Use platforms like YouTube to showcase vlogs or drone footage of activities such as cooking classes with locals, nature excursions, or interactive art exhibits.

• • 5. Visual Storytelling Takes Center Stage As the first generation of true digital natives, Gen Z’s media consumption is highly visual. They rely heavily on platforms like TikTok and Instagram for travel inspiration, where short-form videos and striking imagery grab their attention. Marketing Takeaway: Invest in high-quality, visually engaging content. Drone tours, walking tours, and cinematic videos are excellent ways to showcase destinations. Platforms like YouTube and TikTok are ideal for distributing this content to Gen Z audiences.

• • 6. Community and FOMO Drive Decisions Gen Z places immense value on community and the opinions of their peers. They rely on reviews, social proof, and viral trends to make decisions. FOMO (fear of missing out) also plays a significant role in motivating them to visit a destination or try an experience. Marketing Takeaway: Encourage reviews and testimonials from past travelers, and create campaigns that tap into FOMO by showcasing trending activities or must-visit spots. Partnering with micro-influencers who have loyal followings can help amplify your reach.

• • 7. Emerging Platforms for Tourism To effectively connect with Gen Z travelers, it’s essential to focus on the platforms where they spend the most time: • TikTok: A hub for travel inspiration and viral challenges. Use TikTok to share quick, engaging videos highlighting unique aspects of your destination. • Instagram: Particularly Stories and Reels, which offer opportunities to share both polished and raw content. • YouTube: A platform for more in-depth travel guides, vlogs, and immersive storytelling. • Roblox & Fortnite: These platforms have become cultural phenomena, offering immersive, gamified environments that resonate with Gen Z’s appetite for interactivity. Roblox, in particular, exploded in 2024, becoming a hub for activations across industries such as entertainment, movies, music, sports, beauty, and fashion. Tourism is expected to follow suit in 2025, with airlines and tourism boards creating virtual experiences to inspire real-world travel. Fortnite’s Creative mode also provides opportunities for destinations to build interactive worlds that capture Gen Z’s imagination.

Conclusion

As Gen Z continues to redefine travel marketing, it’s clear that the industry must evolve to meet their preferences. By prioritizing authenticity, sustainability, mobile-first strategies, and visually captivating content, brands can connect with this influential generation. Understanding and leveraging the platforms Gen Z values most, including emerging spaces like Roblox and Fortnite, will be the key to staying ahead in the ever-changing tourism landscape of 2025.