Gen Z travelers want destinations that haven’t been spoiled by Instagram. These cities are topping the list

Big city or small town? Tourist trap or undiscovered sights? Following an itinerary or spontaneous exploring?

Travel has become a trend as generations raised on social media catch flights, not feelings. But Gen Z and millennials may also be redefining travel—all in the search of a more authentic adventure. 

Hidden-gem locations and no-stress getaways are top of the list for young travelers. It’s a shift from the kinds of bucket-list destinations that have saturated Instagram and TikTok and fueled an overtourism crisis in recent years.

As traveler-favorite towns are combatting high influxes of visitors, some travelers are looking to new horizons. 

They’re also looking to AI to help plan trips. Rather than ask friends or scroll the social media feed, young travelers are turning to the technology for destination suggestions and deals.

Travel search engine company Kayak looked into the vacation trends of the future as younger generations jet set. Here are some of the top findings.

Hidden gems

The days of TikTok-planned itineraries may be waning, as posts with the #hiddengem hashtag increased by at least 50%.

Sixty-nine percent of Gen Z and 66% of millennials say they want to visit places they’ve never seen before, according to Kayak’s 2026 WTF What the Future report. 

Young travelers are searching for hidden gems (and the ability to claim they discovered them first). Influencers and travel gurus are quick to offer suggestions of their favorite underground vacation spots. 

So where are young travelers headed? Check out some of the emerging destinations, as highlighted in Kayak’s report:

• Cork, Ireland
• Fez, Morocco
• Sofia, Bulgaria
• Praia, Cape Verde
• Baku, Azerbaijan
• Chongqing, China
• Asunción, Paraguay
• Barranquilla, Colombia
• Halifax, Canada
• Norfolk, VA

Slow travel

Beyond just looking for the next undiscovered dream vacation spot, younger travelers are increasingly looking for ways to actually unwind on holiday.

Where trips used to be about seeing every sight imaginable, TikTok creators are now promoting so-called slow travel. Sixty-six precent of travelers say relaxation and mental reset are their top priorities on a trip, according to Kayak’s report.

So what does slow travel entail? It might encapsulate a few trends: shorter trips, looser itineraries, and focusing on wellness.

Younger generations are certainly exercising their wanderlust, but they’re doing it at their speed—and in a dream location they might be gatekeeping.

source https://www.fastcompany.com/91475874/gen-z-travelers-want-destinations-that-havent-been-spoiled-by-instagram-these-cities-are-topping-the-list