American Express Travel recently conducted an analysis of their booking data, unveiling the preferred destinations for Gen Z and millennials. The research highlighted a surge in travel preferences among these demographics, showcasing some destinations that have witnessed a remarkable uptick in popularity.
Among the findings, Japan emerged as the most favoured destination, experiencing an astronomical 1,300% surge in travel bookings by these two generations since 2019. Notably, Tokyo, crowned as the fastest-growing digital nomad city, remains a significant attraction owing to its compelling fusion of modern architecture, historic landmarks, culinary diversity, and rich cultural heritage.
However, Japan’s appeal extends beyond its bustling cities. The country boasts four villages hailed as the best to visit in 2024 and offers a plethora of breathtaking natural attractions, even unveiling a new island.
Other destinations that witnessed a surge in popularity among Gen Zs and millennials include Australia (800% increase), Rajasthan in India (600%), Italy (500%), and San Miguel de Allende in Mexico (400%).
In alignment with evolving traveller preferences, Amex’s 2023 report highlighted that 89% of travellers aspire to explore new destinations. To complement this trend, the financial services provider released a curated list of trending yet lesser-known destinations.
For those seeking alternatives, American Express Travel’s featured destinations for 2024 offer enticing substitutes such as:
- Adelaide Hills, Australia
- Bodrum, Türkiye
- Cervo, Italy
- St. Kitts & Nevis
- Niseko, Japan
- San Miguel De Allende, Mexico
- Santa Fe, New Mexico, US
- The Seychelles
- Udaipur, India
- Zermatt, Switzerland
