Latest Study Reveals Popular Travel Trends Among Gen Z and Millennials
A new trend is sweeping the travel industry, with Gen Z and millennial travelers eager to immerse themselves in destinations made famous by their favourite TV shows and movies. According to a survey of 2,000 Gen Z and millennial travelers, these younger travelers are prepared to spend an average of $2,357 on fandom travel experiences.
The survey findings suggest that social media plays a significant role in shaping travel choices for this demographic. A staggering 21% of respondents admit that they choose their travel destinations based on what they see on social media, while 12% of travelers enjoy "fandom travel" or "set jetting," traveling to destinations associated with their favourite TV shows or movies.
The top TV show and movie-inspired travel destinations for Gen Z and millennial travelers are diverse and captivating. The Dumbo neighborhood and Brooklyn Bridge in New York City, recognised from movies like Jurassic Park, offer vintage shopping, art galleries, and iconic sights like the Brooklyn Bridge and a famous carousel, appealing for immersive movie experiences and vibrant urban culture.
Thailand, featured in Jurassic Park and other films, is another popular destination, known for its stunning natural scenery and exotic landscapes, making it a hotspot for adventure and cinematic photo opportunities. The Amalfi Coast in Italy, famously picturesque and a frequent movie location, attracts travelers wanting to experience the dramatic seaside vistas and charming historic towns featured in many films and TV shows.
Visually striking destinations that evoke cinematic appeal for younger travelers include Patagonia in Chile and Argentina, with its breathtaking glaciers and mountains offering outdoor adventure reminiscent of epic nature documentaries and films. Hoi An in Vietnam, a lantern-lit town with historical beauty, is featured in various period dramas and travel media, combining culture, food, and photogenic scenery.
The Lofoten Islands in Norway, with dramatic fjord landscapes and colorful villages that look like a movie set, are popular for their Northern Lights and summer daylight, attracting travelers inspired by nature films and Nordic-themed media. Wadi Rum in Jordan, called the “Mars of Earth,” has been used in sci-fi films, drawing fans of movies like The Martian seeking otherworldly scenery.
The world’s largest salt flat, Salar de Uyuni in Bolivia, resembling a giant mirror, is featured in travel documentaries and films for its surreal, cinematic vistas. Zhangye Danxia in China, the Rainbow Mountains, offer a spectacular multicoloured landscape, often featured in nature and adventure films inspiring travel for its unique terrain.
A notable 29% of respondents are eager to explore Kualoa Ranch in Hawaii, known for its role in Jurassic Park. Other popular destinations include Albuquerque, New Mexico, the filming location of Stranger Things, and Kiawah Island, South Carolina, featured in Outer Banks. Travelers are also keen to visit Kihei, Hawaii and Sicily, Italy, showcased in White Lotus, as well as New Zealand, famously featured in Lord of the Rings, and Greenwich, London, the filming location of Bridgerton.
Travelers are willing to spend significant amounts on fandom travel experiences, with 7% of travelers willing to spend between $4,000 and $5,000, and 15% willing to spend between $2,000 and $3,000. As the top 9 locations travelers want to head to most, as revealed by the survey, will probably be filling social media feeds soon, it is clear that this trend is here to stay. Younger travelers are booking more trend-focused trips than ever before based on the content they’re consuming and fangirling over.
Traveling to popular TV show and movie locations influences the lifestyle choices of Gen Z and millennial travelers, as 21% of them choose their destinations based on social media recommendations. Reflecting this trend, many Gen Z and millennial travelers are eager to visit Kualoa Ranch in Hawaii, a location from their favorite TV show, Jurassic Park.
