Gen Z Powers European Travel Boom, Leading in Both Spend and Intent
The data is clear: Gen Z is driving the future of European travel!
MMGY's 2025 Portrait of European Travelers reveals that the youngest generation is not only deeply committed to leisure travel but is also leading in both spend and intent for international trips over the next 12 months.
This is a powerful signal for the entire travel and tourism sector:
Higher Spending: Gen Z is planning to allocate the largest budget to their international holidays.
More Trips: They are planning to take more trips than any other age group.
This surge happens despite economic pressures, underscoring travel's enduring value to this demographic.
What does this mean for the industry?
The focus needs to be on Gen Z's priorities:
Sustainable & Authentic Experiences: They seek meaningful, locally-immersed trips.
AI Integration: They are comfortable—and likely expect—the use of AI in trip planning.
Event Travel: Major events like the 2026 FIFA World Cup will be massive demand drivers.
It’s time to recalibrate strategies to capture this enthusiastic, high-spending, and digitally native audience. The future of European tourism is young!
#GenZ #TravelIndustry #EuropeanTravel
