Generation Z redefines priorities and energizes Tourism

16-01-2026

Generation Z is driving a profound shift in how travel is understood and consumed, placing it at the core of its life and economic priorities. Far from seeing it as discretionary spending, young people born between the late 1990s and the first decade of the 2000s view tourism as an investment in experiences, learning, and personal well-being. This transformation is clearly reflected in the latest figures, which show how a significant share of this group allocates a meaningful portion of its annual income to travel, even in a context marked by inflation, economic uncertainty, and job insecurity—factors that affect younger generations in particular.

According to a recent study based on international surveys, one in five Generation Z respondents spends more than €5,000 a year on tourism, a level that until a few years ago was more commonly associated with older profiles and greater financial stability. This segment is complemented by a broad share that, without reaching that threshold, maintains consistent and sustained travel spending on leisure trips, city breaks, family visits, or cultural experiences. The result is a consumption pattern that consolidates tourism as one of the main line items in their budgets, ahead of other goods traditionally considered priorities.