Latest study reveals preferred travel habits among Gen Z and millennial generations
The travel industry is gearing up for a wave of trend-focused trips as the top 9 most desired travel destinations, inspired by popular TV shows and movies, are set to fill social media feeds soon. Younger travelers are increasingly prioritizing immersive experiences that allow them to delve deeper into the worlds of their favorite shows and movies by visiting their filming locations.
According to a recent survey, 12% of Gen Z and millennial travelers enjoy "fandom travel" or "set jetting," traveling to destinations associated with their favourite TV shows or movies. This trend is becoming a significant part of the travel industry, with more and more travelers choosing destinations based on their favourite content.
Fan conventions and iconic global cities linked to popular media properties are shaping where Gen Z and millennial travelers go for fandom-related travel. Major cities like Paris, London, and Tokyo, famed for shows like Emily in Paris, Harry Potter, and anime, respectively, are increasingly popular among younger travelers.
Certain cities, such as Cape Town or Johannesburg, have gained traction due to their association with local productions, while other trending destinations like Rome, Sydney, and Rio de Janeiro may also have cinematic appeal.
Pop culture event travel is another growing trend, with 29% of Americans aged Gen Z and millennial groups traveling specifically to attend major pop culture events such as fan conventions, film premieres, and viral festivals.
Technology plays a crucial role in fandom travel, with fans leveraging technologies like eSIMs for uninterrupted access to panels and event navigation during conventions.
Some of the most sought-after fandom travel destinations include Kiawah Island, South Carolina, famed for its appearance in the series Outer Banks. New Zealand, famously featured in Lord of the Rings, is a dream destination for 23% of travelers, while 24% are drawn to Keahua Arboretum in Hawaii, inspired by its appearance in Avatar.
19% of respondents wish to travel to Albuquerque, New Mexico, the filming location of the show Stranger Things, and 17% of respondents are drawn to Kihei, Hawaii and Sicily, Italy, locations showcased in the series White Lotus.
Fandom travelers are willing to spend substantial amounts on their adventures, with 15% prepared to spend between $2,000 and $3,000, and 7% willing to spend $4,000 to $5,000. Gen Z and millennial travelers are willing to spend an average of $2,357 on fandom travel.
29% of respondents are eager to explore Kualoa Ranch in Hawaii, known for its role in Jurassic Park, while 19% of travelers are interested in visiting locations where Game of Thrones was filmed, including Northern Ireland, Croatia, Spain, and Iceland.
In summary, fandom travel is a growing trend among Gen Z and millennial travelers, who are booking more trend-focused trips than ever before based on the content they're consuming and fangirling over. The most popular fandom travel destinations integrate global fan conventions, major cities featured in popular TV shows and movies, and live pop culture events linked to fandom communities, uniquely capturing the interests of younger travelers looking for immersive, entertainment-driven travel experiences.
Vacationing and lifestyle choices of younger travelers are increasingly influenced by their love for movies and TV shows, as they choose to travel to destinations connected with their favorite content. In the survey, 29% of Gen Z and millennial travelers revealed they would independently plan a 'travel' to attend major pop culture events, further underscoring this trend.
