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Mount Fuji San at Lake Kawaguchiko in Japan
Photograph: Shutterstock

This spectacular island country is the fastest-growing destination among Gen Z travellers

Travel bookings since 2019 have increased by a whopping 1,300 percent

Liv Kelly
Written by
Liv Kelly

Our taste is so often determined by our generation. Humour, music and fashion can all be an indicator of the era we were born in, so it’s hardly shocking that it can impact where we want to travel, too. 

The activities, amenities, aesthetic and vibe of a place are all super important on a holiday, but would Gen Z and Boomers agree on the top spots? Probably not. 

American Express Travel have done some research into their own booking data to find out which destinations are the most popular with Gen Z and millennials – some of which have skyrocketed in popularity. 

Since 2019, travel bookings to Japan made by these two generations have increased by an enormous 1,300 percent, making it by far the most popular destination for young travellers. But are we really that surprised?

Japan is of course home to Tokyo, which was recently crowned the fastest-growing digital nomad city. Given its fascinating blend of modern, innovative architecture and historic buildings and temples, plus amazing food and bags of culture, the city is an understandable draw for visitors. 

However, the country has a whole lot more to offer than just its metropolitan cities. Japan is home to four of the best villages to visit in 2024, as well as a bounty of stunning natural attractions – it’s even gained a brand new island

The government has recently announced plans to implement some overtourism measures, but don’t worry, they’re not trying to discourage visitors. If anything, they’ll spotlight some relatively undiscovered areas of Japan, making it an even more exciting place to explore. 

Other destinations that have soared among Gen Zs and millennials include Australia (800 percent increase), Rajasthan in India (600 percent), Italy (500 percent), and San Miguel de Allende in Mexico (400 percent). 

Amex’s 2023's report also found that 89 percent of travellers want to visit destinations they haven’t been to before, so the financial services provider has released a list of lesser-known trending destinations. 

Fancy Istanbul? Why not check out Bodrum instead. Anxious about the crowds in Amalfi? Cervo could be a great alternative. Is The Maldives a bit out of reach? Consider The Seychelles. There’s plenty more where that came from...

Here are the 10 featured destinations for 2024, according to American Express Travel

  • Adelaide Hills, Australia
  • Bodrum, Türkiye
  • Cervo, Italy
  • St. Kitts & Nevis
  • Niseko, Japan
  • San Miguel De Allende, Mexico
  • Santa Fe, New Mexico, US
  • The Seychelles
  • Udaipur, India
  • Zermatt, Switzerland

If you’re after even more travel inspiration for 2024, have a look at the best places to go according to National Geographic, and Lonely Planet, after checking out our Travel hub, of course. 

Did you see that it’s official: these are the cities people want to move to the most?

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