Latest research uncovers prominent travel preferences among the younger generations: Gen Z and millennials
A growing number of Gen Z and millennial travelers are embracing the concept of "fandom travel" or "set jetting," with 12% of this demographic choosing destinations associated with their favourite TV shows or movies as their preferred travel spots [1]. This trend is evident in a recent survey revealing some of the most sought-after locations inspired by popular TV series and films.
New Zealand, famously featured in "Lord of the Rings," continues to enthrall 23% of travelers, while Kauai's Keahua Arboretum in Hawaii, inspired by the movie "Avatar," draws in 24% of respondents [1]. The romantic charm of Paris, depicted in the series "Emily in Paris," captivates 22% of survey-takers, and 19% of respondents express a desire to travel to Albuquerque, New Mexico, the filming location of the show "Stranger Things" [1].
For those captivated by the epic fantasy world of "Game of Thrones," Northern Ireland, Croatia, Spain, or Iceland, where the series was filmed, is a dream destination for 19% of respondents [1]. The iconic Kualoa Ranch in Hawaii, known for its role in "Jurassic Park," attracts 29% of travelers, while 15% are drawn to Greenwich, London, the filming location of "Bridgerton" [1].
In addition, 15% of travelers wish to visit Kiawah Island, South Carolina, like the characters in "Outer Banks" [1]. These destinations resonate strongly with Gen Z and millennial travelers as they combine nostalgic and popular TV/movie culture with immersive travel experiences that engage fans beyond digital media [1].
The curated experiences, thematic tours, and connection to nature and outdoor activities also appeal to their lifestyle preferences [1]. For instance, Washington, Connecticut, the small town that inspired the beloved TV show *Gilmore Girls*' fictional Stars Hollow, offers visitors a curated itinerary celebrating the show’s 25th anniversary [1].
Universal Studios Hollywood and Universal Orlando, Florida, are popular for *Wicked*-inspired adventures featuring film props, costumes, themed treats, interactive recreations of movie scenes, and attractions like walking down the yellow brick road from *The Wizard of Oz* [2]. Nearby is The Wizard of Oz Museum in Cape Canaveral, which offers projection-based exhibits immersing visitors in the world of Oz [2].
Los Angeles, California, famous for movie and TV tours that take visitors to star-studded locations, combining sightseeing with entertainment industry history, also features on the list [3]. These destinations offer a unique blend of pop culture and travel experiences that cater to the interests of Gen Z and millennial travelers.
Interestingly, 15% of respondents are willing to spend between $2,000 to $3,000 on a fandom trip, while 7% are willing to spend $4,000 to $5,000 [1]. The average spending on fandom travel for this demographic is $2,357 [1].
This trend underscores the growing influence of TV and movie culture on travel choices, as well as the willingness of Gen Z and millennial travelers to invest in immersive, once-in-a-lifetime experiences inspired by their favourite shows and films.
[1] Survey conducted by [source] [2] [Universal Orlando Resort] [3] [Los Angeles Tourism & Convention Board]
Travelers captivated by the filming locations of popular shows and movies, such as Kualoa Ranch from "Jurassic Park" or Washington, Connecticut, inspired by "Gilmore Girls," are embracing a new trend in travel lifestyle. This includes spending a substantial amount on fandom trips, with 15% of respondents willing to spend between $2,000 to $3,000, and the average spending on such trips being $2,357.
