Once upon a time, family holidays were decided by whoever booked first or shouted loudest in the WhatsApp group. These days? The itinerary is increasingly being handed over to the youngest adult in the room, and in many Joburg families, that person is Gen Z.
If “Gen Z” still makes you think of a teenager glued to TikTok, here’s a reality check: the oldest Zoomers are edging towards 30. They have spending power, strong opinions, and a feed full of travel inspiration. More importantly, they’re quietly reshaping how Jozi families escape the concrete jungle.
The rise of the Gen Z travel planner
Recent data from Flight Centre’s Global PR Report (2025) shows that over 90% of Gen Z travellers are actively adjusting their habits to manage costs. In a cost-conscious city like Joburg, this translates into practical pivots like choosing budget airlines and budget-style accommodations over traditional, all-inclusive resorts.
It’s why we’re seeing a surge in "micro-breaks" to Clarens, the Magaliesberg, or the Midlands, rather than the default (and increasingly expensive) flight to Cape Town.
Values over vacancy: What Gen Z is booking
Across global and local insights, Gen Z priorities align surprisingly well with what burnt-out Joburgers actually need:
Slower travel: Around 80% of Gen Z travellers prefer slower, more relaxing trips. For families coming off a 60-hour Joburg workweek, this often means fewer activities, longer lunches and more time spent actually together, whether that’s a farm stay outside the city or a bush break that doesn’t require a dawn game drive every day.
Strategic splurging: They aren’t anti-luxury; they’re just tactical. The “lux-scaping” trend, balancing a budget Airbnb with one standout fine-dining meal or a high-end spa afternoon, is gaining traction in Marriott Bonvoy’s 2025 studies.
Sustainability as standard: Choosing eco-lodges or supporting conservation isn't a "nice-to-have" for this group; it’s a prerequisite.
From seclusion to social energy
While the pace might be slower, don't mistake it for a desire for total isolation. This is where the Gen Z influence truly shines for Joburg families: the shift from seclusion to social energy.
For previous generations, a break often meant retreating to a remote cottage with a book. Gen Z, however, views travel as a way to connect with culture rather than disconnect from the world. They are increasingly planning trips around the vibe, festivals, sporting weekends, or pop-up markets.
For a Joburg family, this might mean timing a Drakensberg trip to coincide with a music festival or heading to the coast specifically for a major rugby clash. It’s about shared experiences and collective joy, a sentiment echoed by Time Out’s own Joy Revolution study, which highlights a growing local desire for presence and connection over performative, "perfect" holidays.
Why parents are on board
For many parents, handing over the reins has turned out to be a relief. Gen Z’s knack for finding “the spot" results in more balanced trips where museum visits and local markets replace overpacked, rigid schedules.
“Families are increasingly looking to their Gen Z relatives for inspiration,” says Antoinette Turner, General Manager at Flight Centre South Africa. “They bring a sense of awareness and an eye for curated experiences that feel refreshing in group travel.”
By trading the "shoutiest person in the WhatsApp group" for the one with the best-curated feed, Joburg families are finally finding a way to travel that feels like the city they love: energetic, intentional, and deeply social.
Also read: The 6 best big group getaways near Johannesburg and The 7 best day trips from Johannesburg
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