Travel aficionados have scrutinised 100 cities globally and pinpointed destinations that Gen Z travellers will find most appealing.
Seoul claims the title as the most exciting travel destination for Generation Z, catering exceptionally well to the interests and desires of international travellers aged 16 to 27. Los Angeles stands out as the trendiest city in the US, captivating Gen Z with significant gaming events and top concerts by their favourite artists. London takes the crown as Europe’s most exciting city for Gen Z, captivating them with major gaming events and top concerts by their favourite artists.
Omio, the leading booking platform for trains, buses, and flights, has unveiled a ranking of the most thrilling cities for Generation Z in 2024. The list is derived from a comprehensive study of 100 cities in 40 countries worldwide, taking into account criteria, requirements, and interests that are particularly significant to the younger generation of travellers.
Gen Z on Holiday: Diversity, Technology, and Entertainment
Generation Z favours travel destinations that champion diversity and equality, with a high level of acceptance for LGBTQ+ and gender equality. They insist on fast mobile internet connections, digital payment options, and environmentally friendly, affordable public transportation.
Culinary diversity is crucial for young food enthusiasts, particularly vegetarian and vegan options. Live concerts and esports events are much more popular than museums and monuments. Therefore, top concerts by favourite artists and bands or unique gaming experiences become ideal reasons for a city trip.
| Rank | Destination | LGBTQ+acceptance (ranking) | Top concerts | Top eSport events | Top veggie food spots | Fast food combo | Mobile payment options | TikTok views |
| 1 | Seoul | 70th | Many shows | 6 | 181 | $6.01 | 28% | 11B |
| 2 | London | 9th | Frequently shows | 14 | 192 | $9.63 | 20% | 44B |
| 3 | Los Angeles | 35th | Frequently shows | 18 | 79 | $10.94 | 21% | 19B |
| 4 | Paris | 17th | Frequently shows | 7 | 50 | $10.91 | 13% | 44B |
| 5 | Beijing | 70th | No top shows | 6 | 60 | $5.53 | 39% | 0.5B |
| 6 | Busan | 70th | Rarely shows | 2 | 70 | $6.01 | 28% | 1B |
| 7 | Barcelona | 9th | Many shows | 1 | 34 | $9.82 | 18% | 71B |
| 8 | Singapore | 70th | Many shows | 9 | 136 | $7.38 | 19% | 1B |
| 9 | Madrid | 9th | Many shows | 2 | 112 | $8.73 | 18% | 24B |
| 10 | New York City | 35th | Frequently shows | 9 | 178 | $11.93 | 21% | 39B |
Seoul Possesses Everything Gen Z Adores
Seoul in South Korea emerges as the ultimate travel destination for Generation Z. The city entices with K-Pop, reasonable prices, and a vibrant gaming scene. A metro ticket costs approximately £0.71, and a fast-food combo is about £4.25.
In Seoul, Gen Z enjoys high-speed internet, widespread mobile payment options, and a rich culinary diversity with at least 181 vegetarian or vegan top food spots. The city excels in innovation and zeitgeist, making it the best choice for the current desires of young travellers.
Europe’s Leader for Gen Z Travellers: London
London is hailed as the ultimate travel destination for Generation Z in Europe. The city offers thrilling live concerts, trendy culinary hotspots, and some of the largest gaming events in the world – including EGX London and the London Games Festival. Mobile and contactless payment with smartphones are straightforward and widespread in London, whether for bubble tea or subway tickets.
Dubai is the TikTok Favourite
With over 74 billion views, no city is as popular on TikTok as Dubai in the United Arab Emirates. The city is the favourite on the social network for Generation Z, leaving dream cities of older generations like New York City (39 billion views) or Paris (44 billion views) far behind.
LGBTQ+ Individuals are Safe in Copenhagen, Vancouver, Geneva, and Lisbon
For LGBTQ+ travellers, safety, acceptance, and freedom are crucial. Young LGBTQ+ travellers have fewer worries in countries like Denmark, Canada, Switzerland, or Portugal. Cities like Copenhagen, Vancouver, Geneva, and Lisbon are among the safer cities for LGBTQ+ individuals, with trendy gay neighbourhoods for partying and meeting like-minded people.
Los Angeles, London, Berlin: Gaming Hubs
Gaming is indispensable for Generation Z. In a highly connected world of multiplayer online games, esports events provide the opportunity to play favourite games live and with others. Los Angeles is the top destination for esports fans with at least 18 major tournaments. In Europe, London and Berlin are the hotspots for gamers, with about 14 events in London and about 11 major events in Berlin, including League of Legends Championships and Dota 2 Major Tournaments. Here, gamers can indulge in their passion for games and share it with the community.
For more information on this study, an explanation of the methodology, and all sources, please visit the following website: www.omio.com/c/the-best-travel-destinations-for-gen-z