Before beginning my studies at NYU in 2022, I had never flown. Growing up in Orlando, a city known for its tourism industry, I watched many travelers pass through to experience all the theme parks, conferences, and activities we had to offer. It was exciting for me to watch at a young age, and I was interested in how people from around the world came to experience what was in my backyard. When I finally boarded my first flight to New York for college and saw it for myself, I felt a new sense of possibility that travel could unlock.

Since then, I have been able to travel for academics, leisure, and business, each experience furthering my understanding of what today’s travelers value. As a student and intern at Destinations International, I have also been part of important conversations about professional development, workforce preparation, and the future of tourism. These experiences have given me a unique perspective on travel trends and how destination organizations can adapt to meet the expectations of the next generation of travelers. 

Understanding the Next Generation’s Travel Values

Younger generations, especially Gen Z and Millennials, view travel as a profoundly personal and purposeful activity. We seek authentic, unfiltered experiences that connect us with local cultures, and we prioritize destinations that align with our environmental values, reflecting a strong commitment to sustainability. Inclusivity is equally important, as we expect diverse stories, people, and perspectives to be represented in travel campaigns. Additionally, technology plays a significant role in shaping our travel decisions, with social media, apps, and digital tools serving as primary sources of inspiration and planning. For DMOs, aligning with these values is a way to stay relevant and build long-lasting relationships with a generation shaping the future of travel. 

Recommendations for DMOs to Align with Travel Trends

1. Use Social Media to Inspire and Inform

Social media is crucial to how younger travelers discover destinations and plan trips. Platforms like TikTok and Instagram are not just sources of inspiration - they shape our travel decisions. 

Actionable Tip: Develop engaging, visually stunning content emphasizing your destination’s unique aspects. Partner with influencers who align with your destination’s brand and values to amplify your reach. 

2. Prioritize Sustainability in Messaging and Practice

Sustainability is more than a trend; it is now a requirement for this generation. Younger travelers want to know their trips do not harm the environment or local communities. We also want to see a true interest in sustainability in a destination, not a performative one.  

Actionable Tip: Promote green initiatives, such as eco-friendly accommodations, sustainable transportation options, and conservation efforts. Be transparent about how tourism dollars benefit the destination and its residents. 

3. Create Authentic, Immersive Experiences

General travel experiences do not resonate with today’s travelers. We want to connect deeply with the places we visit and learn about local traditions, cuisines, and stories. The trip should be a one-of-a-kind experience for an individual, not a one-size-fits-all. 

Actionable Tip: Work with local communities to create experiences that reflect their culture and heritage. Highlight opportunities for travelers to participate in hands-on activities like cooking classes, art workshops, or guided historical tours. 

4. Embrace Inclusivity in Marketing and Operations

Representation matters. Travelers want to see themselves reflected in their destinations and the campaigns promoting them. 

Actionable Tip: Ensure your marketing materials include diverse perspectives, showcasing people of different ethnicities, genders, and abilities. Collaborate with local leaders to create welcoming and accessible experiences. 

5. Create Meaningful Connections with Younger Professionals

As a student intern, I’ve seen firsthand how involving young voices can drive innovation. Younger professionals bring fresh ideas, digital fluency, and a deep understanding of their generation’s values to help implement these new trends. 

Actionable Tip: Create mentorship opportunities, internship programs, and leadership development initiatives to engage and empower the next generation of tourism professionals. 

6. Use Data to Personalize the Traveler Experience

Younger travelers expect tailored recommendations and seamless experiences driven by data and technology. 

Actionable Tip: Invest in data analytics tools to understand traveler preferences and behaviors. Use this information to craft personalized itineraries and targeted marketing campaigns. 

Why These Trends Matter

These recommendations are about meeting the needs of younger travelers and ensuring the long-term success of DMOs. By adapting to these trends, DMOs can:

• Build trust and loyalty with younger audiences.
• Differentiate their destinations in a crowded market.
• Position themselves as leaders in sustainable and inclusive tourism. 

The Future of Travel Starts Now

Tourism professionals, the time to act is now. Younger generations are shaping the future of travel, and DMOs have the opportunity to lead the way.

Here is how to start:

• Listen: Involve younger voices in decision-making and strategy development.
• Innovate: Stay ahead of trends by embracing sustainability, technology, and inclusiveness.
• Collaborate: Work with local communities, influencers, and young professionals to craft authentic, engaging campaigns.

As someone who began their travel journey later in life but now finds herself immersed in the industry, I know the power of meaningful connections and purposeful travel. By embracing these trends, DMOs can ensure their destinations resonate with the next generation for many years to come.