A new travel trends report from American Express Travel for 2026 highlights the preferences of younger travelers, specifically Generation Z and millennials.
According to the document, planning trips around personal milestones, experience-driven vacations, storytelling, and local cuisine are emerging as the most relevant trends for these demographic groups.
Traveling around the world is a story without an end
Millennials and Generation Z highlight that travel is a priority in their lives, adjusting jobs and budgets to make their travel ambitions a reality. 79% of these young people believe that “milestone vacations” are more rewarding than a typical trip, and it is estimated that two-thirds of all ages plan to travel to celebrate someone else’s milestone over the course of the year.
In a remarkable turn, younger travelers prefer to engage with local culture rather than partake in passive tourism activities. 79% of respondents seek workshops and authentic experiences at their destination, indicating a clear preference for learning new skills instead of acquiring material souvenirs. Additionally, outdoor activities, especially those related to nature and wildlife, are highly valued.
Another interesting fact indicates that 89% of millennials and Gen Z are willing to spend time enjoying local flavors, with street food being a particularly attractive aspect, with more than 69% expressing their desire to try this type of cuisine during their travels. However, the global economic situation, exacerbated by the conflict in Iran, could affect the travel aspirations of these groups, as rising airfare and other costs are expected to limit their options.
In light of this situation, it is suggested that card issuers and tourism services focus on promoting trips to local and less-explored destinations, thus facilitating authentic and accessible experiences that attract these young travelers.