Generation Z is redefining global tourism and represents a strategic opportunity for our city-region. For the Medellín and Antioquia Bureau, understanding how Centennials travel, what they consume, and what they value is key to strengthening destination promotion, coordinating the value chain, and generating more opportunities.
Travel is a Priority for Generation Z
For this generation, traveling is not a luxury; it is a priority. Figures from a 2025 Marriott International survey, cited by El Espectador, confirm this:
- 54.5% of young people aged 18 to 24 consider traveling a crucial part of their lives.
- 92.4% are actively saving for their next trip.
- 52% of Gen Z travelers worldwide take at least three leisure trips per year (Skyscanner, 2025).
Additionally, the survey revealed that 78.1% opt for local tourism, which opens a direct opportunity for destinations like Medellín and the subregions of Antioquia, which combine city life, nature, culture, and authentic experiences within the same territory.
The Bureau works in coordination with the Medellín Mayor’s Office and the Government of Antioquia to position this comprehensive offering in national and international markets, aligning promotion with these new travel motivations.
Mobile Technology and AI: The New Starting Point
Over 80% of Gen Z plan and book their trips via mobile, and many rely on itineraries suggested by Artificial Intelligence, according to Skyscanner.
Social media also plays a decisive role:
- 43% choose destinations or plan trips based on whether they will “look good on Instagram.”
- 6% actively post their travel experiences on social media.
This implies that destinations must offer clear, accessible, and digitally optimized information, along with experiences that connect visually and emotionally. At the Bureau, strengthening the destination’s digital presence and supporting our members in adopting technological tools is a core part of our response to these dynamics.
Events and Entertainment: Decision Drivers
Generation Z travels to experience specific moments:
- 26% planned to attend a concert during their trip in 2025 (Skyscanner, 2025).
- Nearly 32% planned to travel for sporting events (Skyscanner, 2025).
- 68% of Gen Z and Millennials would like to attend a local sporting event while traveling (Expedia Unpack 2026).
This data aligns with Medellín and Antioquia’s strategy to strengthen cultural, musical, and sporting events as tourism drivers.
The Bureau plays a coordinating role in this process, promoting the destination within the framework of major events and creating commercial opportunities for the tourism sector.
Less Alcohol, More Conscious Experiences
Another relevant shift is in consumption habits. According to data cited by Portafolio, Generation Z consumes 30% less alcohol than 30 years ago (Portafolio, 2025 – IWSR).
Furthermore, according to Skift:
- Only 50% of Gen Z adults say they consume alcohol.
- 83% of Gen Z travelers prefer to stay sober while traveling.
This opens opportunities for:
- Cultural and gastronomic experiences.
- Wellness and nature activities.
- Daytime social gatherings.
- Hospitality offerings with high-quality non-alcoholic options.
Medellín and Antioquia boast a diverse offering that meets these trends: nature tourism in local districts (corregimientos) and subregions, a permanent cultural agenda, sporting events, and gastronomic experiences that cater to more conscious lifestyles.
What Does This Mean for Medellín and Antioquia?
Generation Z is not just looking for a place to visit. They seek experiences that connect with their identity, are shareable, technologically accessible, and consistent with their values.
At the Medellín and Antioquia Bureau, we work to:
- Promote an offering aligned with these new global preferences.
- Coordinate the tourism sector around international trends.
- Strengthen the city-region’s positioning in strategic markets.
Understanding Generation Z is not just a trend; it is a strategic action to ensure the destination continues to solidify itself as competitive and prepared for the tourism of both the present and the future.
The Greater Medellín Convention & Visitors Bureau is a foundation that attracts visitors, events, and opportunities to drive the development of the city and the department, strengthening the tourism sector and working in coordination with public and private entities to promote the city-region.
