Gen Z isn’t waiting until they’re older or better off to start seeing the world. They’re doing it now – on their own terms. According to research from Skift, over 50% of Gen Z travellers say they’d rather cut back on everyday spending like takeaways or shopping than give up a trip.
“Gen Z are prioritising travel in the same way older generations may have prioritised saving for a car or buying their first set of furniture. They’re building life around experience rather than stuff,” says Antoinette Turner, GM of Flight Centre South Africa.
So, where are they booking right now? Flight Centre Travel Experts unpack the destinations speaking to Gen Z values: authenticity and connection.
Amsterdam, Netherlands
Amsterdam isn’t your average European stopover. It’s one of those cities that lets you live life like a local from day one. Landing fifth on Flight Centre South Africa’s round-up of the top international destinations in 2024, it’s become a hotspot for young travellers looking to experience something beyond the usual tourist trail.
“Amsterdam offers Gen Z travellers the perfect mix of cultural immersion and forward-thinking values,” says Turner. “It’s a city where inclusivity and creativity are part of everyday life, which really resonates with this generation’s priorities.”
Instead of spending their money on tourist attractions, a Gen Z experience looks like spending time in neighbourhoods like Noord, with its converted warehouse art spaces, and De Pijp, with its edgy street markets. The city is exceptionally walkable and safe, making it ideal for those travelling solo or on a careful budget.
Why Amsterdam in 2025:
The city’s 750th anniversary festivities will transform Amsterdam with free festivals, street parties and cultural events – exactly the kind of authentic experiences Gen Z is after.
Morocco
Morocco isn’t just another exotic destination on a bucket list. It’s a sensory journey that rewards slow travel and cultural curiosity.
“What makes Morocco particularly appealing to younger travellers is its perfect balance of adventure and accessibility,” says Turner. “You can trek the Atlas Mountains in the morning and be sipping mint tea in a centuries-old medina by sunset.”
A Gen Z experience looks like wandering through Marrakech’s maze-like medina and stumbling upon family-run workshops, escaping the tourist trail in the blue city of Chefchaouen for the perfect unfiltered photos, or learning to surf in laid-back Taghazout where ocean meets desert. The souks offer everything from handcrafted jewellery to woven textiles – perfect for conscious shoppers looking for meaningful mementos rather than fast fashion.
Why Morocco in 2025:
The Africa Cup of Nations (AFCON) 2025 will take place across Morocco from December 21 offering the rare chance to experience both the country’s cultural heritage and the atmosphere of Africa’s biggest football tournament.
Thailand
The Thai concept of kreng jai – which values respecting all people deeply – might explain why Gen Z connects so powerfully with Thailand. This cultural mindset creates spaces where authentic exchanges happen naturally, not by force or design.
“On a practical level, your money goes remarkably far once you’re there, but the real value is in the cultural immersion that occurs, whether you’re in remote villages or bustling Bangkok,” says Turner.
A Gen Z experience looks like joining local-led sunrise kayaking trips through the limestone karsts of Phang Nga Bay instead of crowded tourist boats, or booking homestays in Northern Thailand villages where you’ll learn to cook family recipes passed down through generations.
Why Thailand in 2025:
Thailand’s wellness scene is absolutely booming (growing 10% yearly), and they’re pouring investment into wellness tourism. Expect to see more retreats, holistic healing spaces, and next-gen wellness experiences emerging.
“It’s an exciting time to be a young traveller,” says Turner. “Destinations are evolving, wellness is becoming more accessible, and experiences are more values-driven than ever. If you’re not sure where to start, speak to a travel expert who understands what matters to you – it’s about finding the trip that fits your lifestyle, not just your budget.”
