Paris Tops the List as the Most Preferred Fall Destination
Preference for Local Experiences... Industry Strategies Are Changing
Generation Z (those born from the mid-1990s to the early 2010s) is leading global travel this fall. Their approach-traveling at reasonable costs and focusing on local experiences-is becoming the new standard.
According to Airbnb's "2025 Fall Travel Trends" announced on September 11, global fall travel searches by Generation Z increased by 26% year-over-year, with searches from South Korea rising by more than 28%. Accustomed to digital environments, this generation takes advantage of the "shoulder season"-just before and after peak periods-to enjoy long-term travel at reasonable prices and shows strong interest in activities that allow them to experience local culture.
The survey found that the most preferred fall travel destination for Generation Z is Paris, France. In Paris, programs such as pastry-making, learning cabaret dance, and vintage treasure hunts-offering unique local cultural experiences-have captured the hearts of Generation Z travelers worldwide. Other top destinations include Osaka in Japan, Dubai in the United Arab Emirates, Miami in the United States, Porto in Portugal, Cartagena in Colombia, London in the United Kingdom, and Munich in Germany, all ranking high in popularity among Generation Z travelers.
Resort Destinations Also Popular... Generation Z Enjoys the 'Quiet Season'
The trend of choosing quieter periods to enjoy resort destinations is also clear. Naha in Okinawa, Japan-known as the "Hawaii of Japan"-offers both the unique charm of an island and the vibrancy of a city. Ipojuca in Brazil is famous for its natural swimming pools and turquoise sea, while Ericeira in Portugal boasts an atmosphere similar to Biarritz, France, which is called the "Surfing Capital of Europe." San Andres in Colombia and Praia Grande in Brazil are also emerging as quiet yet attractive beach destinations.
In line with this trend, Airbnb is enhancing its immersive local experience programs beyond simple accommodations. In Seoul, there is a Korean sauce cooking class with a Michelin-starred chef; in Milan, a musical painting experience with a famous rapper; in London, wheelchair tennis lessons with star Alfie Hewett; and in Santa Monica, United States, a coastal run with an Olympian.
An Airbnb representative stated, "We will introduce a variety of services so that Generation Z, who values cost-effectiveness, can enjoy differentiated travel at reasonable prices." As Generation Z's new travel trends gain momentum, the overall service strategies of the travel industry are also changing.
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