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EU-funded research: social media "clout" shapes younger travellers' destination choices

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03 September 2026

EU-funded research: social media "clout" shapes younger travellers' destination choices

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The photo shows tourists and locals mingle at sunset in Giardino degli Aranci in Rome, Italy

New analysis of EU-funded research finds that the desire to look impressive on social media influences which destinations different generations choose, but in very different ways.

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EU-27

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Academic / Research and VET Institutions

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SMEs (a company with less than 250 employees)

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Drawing on three studies (2016-2021) covering Cuba, France, Slovenia and the United States, researchers found that Millennials were most likely to pick unconventional destinations such as Cuba or Slovenia specifically because of how impressive the trip would look online, while Gen Z's destination choices showed little connection to social "clout" and leaned toward novelty regardless of hype. Surprisingly, Gen X (not Millennials) showed the strongest link between social-media status and choosing mainstream destinations such as France and the United States. Why it matters: this kind of generational insight is directly useful for destination marketing organisations designing social-media campaigns and for the platform's Topic 20 (awareness of changing tourism demand).

#SmartTourism #TourismDevelopment #DestinationManagement

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