New Sheriff in Town? Discovering Generation Z as Tourists

The importance of the Generation Z cohort in tourism has significantly increased. Although the past literature on the role of this generational cohort in the tourism sector is limited, this chapter aims at exploring the tourism behaviour of Generation Z. As independent travellers, Gen Zers are active during their trips and get involved in many activities. Their key motivations to travel include among others socialisation, escape from the everyday routine and gaining a unique and memorable experience that they could share with their peers (e.g. in social media). Gen Zers, as family tourists, enjoy being engaged in physical activities and having fun. Thus, tourism providers could include such activities when targeting family vacations, whereas unique cultural and sports events could also be attractive for Gen Zers who travel independently.