Vietnam rises to 4th most popular destination for Gen Z travelers

A study by travel agency Adventure360, analyzing over 4,700 tour bookings, reveals a significant divergence in travel preferences between Gen Z (born 1997–2012) and Millennials (born 1981–1996).

Gen Z shows a strong preference for Southeast Asian destinations, driven by affordability and social media influence. Thailand ranks as the top destination for Gen Z, followed by Australia, Indonesia, and Vietnam. Notably, Vietnam rose six spots to rank 4th among Gen Z travelers, compared to 10th among Millennials. Other Gen Z favorites include Cambodia and Laos, which do not appear in the Millennial top 10.

In contrast, Millennials favor more expensive destinations such as Japan, Greece, and Iceland. While Australia and Thailand remain popular across both generations, the data suggests Gen Z prioritizes budget-friendly experiences and locations that trend on social media, such as sites featured in viral videos.