The latest report from Booking.com reveals the rise of the “passion-driven travel” trend among Vietnamese youth in 2024.
Jennie (Black Pink) posted a selfie with Zico during the SPOT! collaboration. Both artists have a large fan base in Korea and internationally. Photo: @jennierubyjane.
As Gen Z becomes a major demographic in the travel industry, their preferences and habits are gradually reshaping the current travel landscape.
Varun Grover, Country Director of Booking.com in Vietnam, shared: “Gen Z’s travel choices are shaping the future of the industry—a future driven by personal passion and limitless online connections. For Gen Z, travel is not just about sightseeing but about connecting with their passions and engaging with stories that shape their worldview.”
There are three new trends that will influence Gen Z’s travel habits in 2024, based on Booking.com’s latest surveys: Travel Trends 2024 and Travel Predictions 2024 (one of the leading companies in digital travel).
According to the surveys, Vietnamese Gen Z tends to use social media not only for connection but also as a source of inspiration for their travel plans.
Specifically, 69% of young travelers use platforms like Instagram, TikTok, Facebook, and YouTube to find ideas for their next trip. Beautiful landscapes shared by influencers, trending destinations featured in popular videos, and the visual appeal of social media are all sources of travel inspiration for this generation.
Some young tourists want to go to pristine places that few people have set foot in. Photo: Booking.
Additionally, traveling based on passion is becoming a prominent trend within Gen Z. These trips may involve attending music festivals, concerts, or sports events, depending on personal preferences.
Among Gen Z travelers who go to festivals or events, 22% say they spend money due to their affection for the performing artists. Furthermore, 22% are willing to travel far to attend their favorite events.
Entertainment culture significantly influences Vietnamese Gen Z’s travel decisions. According to the survey, 67% of respondents are inspired to explore locations seen on screen, while 60% want to experience foods and cultural aspects introduced through television.
Moreover, Gen Z also desires to visit famous landmarks, cultural experiences, and specific tourist spots depicted in films and TV shows. The following statistics highlight the deep connection between pop culture and this generation’s travel choices:
- 55% of Vietnamese Gen Z are willing to visit a specific landmark they’ve seen in movies or TV shows.
- 49% will engage in activities featured on television or in films.
- 65% feel compelled and eager to experience cultures portrayed in programs or films.
- 46% choose to dine at restaurants mentioned in their favorite shows or movies.
- 37% select accommodations they have seen in media.
- 40% of Vietnamese Gen Z travel specifically to meet idols from films or TV shows.
- 22% would like to travel to experience the residences of famous artists.
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Source: Vietnam Insider