Gone are the days when glossy brochures and one-size-fits-all campaigns could attract young travelers. Millennials and Gen Z, now the dominant force in the global travel market, expect authentic experiences, digital-first engagement, and values-driven tourism. They seek more than just destinations—they want storytelling, cultural immersion, and ethical tourism choices.

But how can destinations effectively market to these hyper-connected, experience-seeking travelers? This article explores six powerful marketing tactics that have helped destinations like Japan, Costa Rica, and Portugal capture the hearts—and travel budgets—of younger generations.

How Japan Became a Millennial and Gen Z Magnet

A decade ago, Japan was largely known for its cherry blossoms, ancient temples, and luxury shopping. While still major draws, Japan reinvented its tourism strategy to target younger audiences, leveraging pop culture, technology, and immersive experiences.

Instead of relying on traditional advertising, Japan embraced short-form video and interactive marketing to engage Gen Z travelers:

• The “Japan Travel Challenge” on TikTok encouraged influencers and travelers to create viral content featuring unique local experiences.
• AI-powered travel planners like ANA’s chatbot concierge provided personalized itinerary recommendations.
• Augmented reality (AR) experiences allowed visitors to step inside anime and gaming worlds, making Japan a dream destination for pop culture fans.

Augmented reality (AR) experiences further cemented Japan as a must-visit destination. Attractions like Shinjuku’s VR theme park and Pokémon Centers with interactive digital features brought anime, gaming, and pop culture fantasies to life. This strategy paid off—by 2023, Japan ranked among the top three most-searched destinations for Gen Z travelers globally and saw a 27% increase in visitors under 35 compared to pre-pandemic levels.

By meeting younger travelers (where they already are—on TikTok, YouTube, and AI-driven platforms), Japan saw a surge in tourism engagement. By 2023, Japan ranked among the top three most-searched destinations for Gen Z travelers globally, proving that a tech-forward, culturally immersive approach works.

Can Sustainability Be a Destination’s Strongest Selling Point?

For younger travelers, sustainability isn’t just a trend—it’s a priority. Gen Z, in particular, has little patience for greenwashing. They don’t just want to hear about eco-friendly initiatives; they want proof. They want to see destinations taking real action, making measurable commitments, and embedding sustainability into the very fabric of the travel experience.

Costa Rica understood this shift early. Instead of relying on vague sustainability claims, the country built an entire tourism model around environmental responsibility. Luxury resorts took a backseat to eco-lodges that run on renewable energy. National parks became places of active conservation, where visitors don’t just admire nature but contribute to its protection—whether by assisting in reforestation projects or participating in wildlife rescue programs.

This deep-rooted commitment has transformed Costa Rica into a global leader in sustainable tourism. By 2024, over 65% of its international visitors were under 40, drawn not just by the country’s lush rainforests and pristine beaches but by the chance to travel in a way that aligns with their values.

Dr. Maria Lopez, a sustainability expert and advisor to international tourism boards, believes Costa Rica’s model sets a new standard. “Destinations that treat sustainability as a marketing angle rather than a fundamental principle will struggle to win over younger travelers,” she explains. “Costa Rica’s success isn’t just about eco-friendly hotels—it’s about creating an entire tourism experience that empowers visitors to be part of the solution.”

For Millennials and Gen Z, travel is no longer just about seeing the world. It’s about making sure there’s still a world worth seeing.

How Portugal Became a Haven for Digital Nomads?

While many destinations compete for short-term tourists, Portugal identified an opportunity to attract long-stay Millennials and Gen Z travelers: the rise of remote work and digital nomadism.

Portugal launched targeted programs designed to make it the ultimate destination for young professionals looking to work while traveling:

• The Digital Nomad Visa offered an easy pathway for remote workers to live in Portugal for up to a year.
• Cities like Lisbon and Porto built high-speed co-working hubs and affordable coliving spaces tailored to young travelers.
• Travel campaigns focused on Portugal’s balance of affordability, safety, and cultural richness, making it an ideal spot for long-term stays.

Portugal is now one of the world’s top digital nomad hubs, with thousands of Millennials and Gen Z workers choosing to live and travel there. This strategy not only increased tourism revenue but also created a year-round market of long-term visitors.

The Future of Travel Marketing for Young Generations

Millennials and Gen Z aren’t just the future of travel—they’re shaping its present. Destinations that embrace technology, sustainability, and meaningful experiences will stand out in an increasingly competitive market.

The question now isn’t whether younger travelers will redefine tourism—it’s which destinations will adapt fast enough to capture this generation’s loyalty?