What are the opportunities on the European Gen Z tourism market

Gen Z is the youngest consumer group today, aged between 12 and 27. They grew up with technology and use the internet extensively. They are aware of climate change and the urgent need for action regarding sustainability, and they are motivated to do their part to help save the planet. When they travel, they like to know their actions will have a positive effect on the places and people they visit. To reach them, local operators should be familiar with social media and online sales channels, as this is where Gen Z can be found.