When it comes to travel and vacations, Generation Z in Portugal is leading the way—not just in terms of how often they travel, but also in how actively they share and shape conversations around these experiences. These insights are based on data from the 2024 wave of the study, which highlights emerging travel trends and behaviors among Portuguese consumers.
More than 85% of Gen Z individuals have discussed holidays and travel with their social circles over the past year, making it the most engaged generation on the topic. Their enthusiasm goes beyond casual chats—46% believe they have real influence over their peers’ travel choices.
Gen Z is also the generation that travels the most. In the past year, 7 in 10 took vacations away from home—a 12 percentage point increase from 2022. Their travel patterns show a growing desire to explore and experience the world, starting with their own backyard.
Portugal remains their top destination, with 70% choosing to vacation within mainland Portugal—mirroring the national trend. However, international destinations are gaining ground: 35% traveled to Spain, and 9% to France, reflecting an expanding interest in broader horizons.
When it comes to the type of vacation, Gen Z shows a distinctive mix of preferences. While beach getaways (60%) and international trips (55%) remain popular, there’s a notable rise in nature-based (25%) and adventure-focused experiences. A quarter of Gen Z travelers favor circuit-style trips—exploring multiple locations or countries in one journey—while 17% opt for backpacking adventures.
Their ideal holiday often includes activities like visiting parks and gardens (57%), discovering natural attractions (56%), camping (33%), and socializing or meeting new people (34%). These preferences highlight their passion for authentic, immersive experiences that connect them with both nature and others.
What sets this generation apart isn’t just how they travel, but how they share their experiences. Socializing and influencing are central to Gen Z’s identity. Their vacations are more than a break—they’re a stage for self-expression, connection, and inspiration.
As brands and destinations look to the future, understanding the values and behaviors of this generation will be key. Gen Z isn’t just traveling—they’re setting the pace and shaping the narrative for a new era of exploration.
If you are interested in this topic, please contact Marktest.
