Social media inspires tourism development: Vietnam is catching up with the trend.

Tourism is thriving thanks to social media.

According to SCMP, Gen Z, or Generation Z, is a term used to refer to the group of people born between 1997 and 2012. Generation Z is growing up and the majority tend to choose international travel.

In an August survey by online travel company Klook, social media was found to be where many Gen Z travelers in the Asia-Pacific region find travel inspiration, with an estimated more than half of this generation researching destinations and experiences through platforms like Instagram or Facebook.

The survey examined travelers in 12 Asian markets, including China, South Korea, Japan, India, Thailand, Vietnam, and the Philippines. Similar to Gen Z, most Millennials (born between 1981 and 1996) use social media, at least to some degree, to find travel-related information.

According to another survey conducted by American Express in February, Instagram is the most popular social media platform among both Gen Z and young travelers, with 46% saying Instagram content influences their booking decisions. Facebook is the next most popular social network (34%), followed by TikTok (29%).

In this survey, only 22% of Generation X participants (those born between the mid-to-late 1960s and early 1980s) said they were influenced by Instagram or Facebook. And only 7% said TikTok played a role in their travel plans.

"For the baby boom generation born between the end of World War II and the mid-1960s, when gathering information related to travel, they tend to use more traditional means, such as print newspapers, travel agencies, and talking to people. And when booking tickets, customers often use travel companies," said Tatyana Tsukanova, a research associate at the EHL Hotel Business School in Switzerland.

The generational difference in travel habits is understood as follows: when travel influencers like the Bucketlist Family, with 2.9 million Instagram followers and 474,000 TikTok followers, post a video, it will then reach and inspire more Gen Z and Millennial travelers than older travelers.

Popular culture inspires travel.

Popular culture is another source of travel inspiration for the younger generation. According to an American Express survey, 70% of Gen Z and millennials said they were strongly inspired to visit a particular destination through television shows, news content, or movies.

"Locations featured in films like The Lord of the Rings or Emily in Paris have become popular tourist destinations. The buzz surrounding Crazy Rich Asians has also significantly boosted tourism interest in Singapore and Malaysia," said Lionel Saul, Research Assistant and Visiting Lecturer at the EHL Hotel Management School.

According to a Klook survey, this explains why Singapore is one of the top three most attractive countries to visit in the Asia-Pacific region for Generation Z and Millennials, especially those from Japan and Thailand.

Besides being a source of information and inspiration, posting on these platforms is also a reason why many young people travel.

According to a Klook survey, for 87% of Gen Z and younger travelers, creating valuable social media content is the most important thing when traveling. This trend is strongest in India, the Philippines, and China.

"Destinations and service providers with particularly beautiful scenery are especially appealing to Generation Z on Instagram. The scenic destinations featured on this social media platform are very attractive to Generation Z," Tsukanova observed.

Meanwhile, older travelers are less inclined to prioritize photography, which often leads to different accommodation choices. According to experts Tsukanova and Saul, the top priority for those over 50 when traveling is spending quality time with loved ones. They often seek amenities such as kitchens and washing machines.

Change your habits.

According to Klook's research based on social media posts, 85% of Gen Z and younger travelers are willing to invest in experiences during their travels. Unique destinations are selected when they begin planning their trips.

This sentiment is particularly strong among tourists from Thailand, Vietnam, mainland China, and India, many of whom prefer spending time immersed in nature and participating in island tours or cultural experiences such as visiting historical sites. Relaxing activities like massages and hot spring baths are also very popular.

Expert Tsukanova also mentioned that the younger generation's interests include "food-centric travel, an interest in health care activities, supporting local communities, and exploring authentic small shops."

According to Mr. Tsukanova, authenticity is the motto for Gen Z. The increasing popularity of homestays – a type of tourism where guests stay and sleep in the homes of local people, specifically in Vietnamese and Indonesian tourist villages – is evident, with Indonesia seeing a 30% to 50% increase in foreign visitors to its tourist villages, according to American Express.

In addition, Gen Z is willing to pay more than previous generations to support things that are important in their user experience.

According to a 2023 report by the Oliver Wyman Forum, around 50% of Generation Z individuals in the US and UK said they were willing to pay to support a travel purpose they were interested in, while only 20% of non-Generation Z individuals were willing to do the same.

An American Express survey also found that 82% of Generation Z and younger travelers find vacations with minimal environmental impact more appealing than 72% of Generation X and 64% of previous generations (born between 1946 and 1964).

"They may have thought the negative impacts had triggered a conscious change in their behavior [such as traveling shorter distances], trying to find alternatives to meet new values," expert Saul added.