According to research by ScuolaZoo Viaggi, 38% of young people between 16 and 24 choose their holiday destination on TikTok, while Instagram slips to third place
The next travel destination? It is found on TikTok. This is what emerges from a recent survey conducted by ScuolaZoo Viaggi on a sample of more than that 4,000 young people between 16 and 24 years oldaccording to which the 38% of participants chose their holiday destination after seeing content on the Chinese platform. Instagramonce the queen of visual inspiration, drops to third place with just the 10% of preferences.
At the top, however, there remains a timeless classic: the word of mouth. The 52% In fact, some young people declare that they trust above all the advice of friends and acquaintances.
From entertainment to inspiration
«Gen Z’s travel choices are increasingly the product of shared social dynamics and narratives. And TikTok establishes itself as real engine of inspiration: not just an entertainment platform, but a space where trends are born capable of guiding the decisions of very young people”, he explains Tommaso Tota of ScuolaZoo.
The role of social media, therefore, is expanding: from a place of sharing to space for building desirewhere videos and visual storytelling replace classic travel guides.
The most loved destinations
ScuolaZoo Viaggi, which has just presented its catalogue winter 2025-2026records a surge in requests for Dolomites and Cortinaalso driven by the anticipation of Milan-Cortina 2026 Olympics. Abroad, Prague, Budapest, Barcelona and Lloret de Mar they are confirmed as the most chosen destinations by under 25s, while on the Adriatic coast Rimini and Riccione remain synonymous with fun, events and parties on the beach.
There is also one of the most popular Italian destinations Florencea meeting point between culture and entertainment, ideal for those looking for a more urban but no less engaging experience.
Travel to tell your story
«The kids ask us every year to be able to live a Different New Year’s Evemade of new acquaintances, fun and moments to remember. This is why we build tailor-made trips for the new generations, collecting their ideas and transforming them into unforgettable experiences”, adds Tota.
Travel, for Generation Z, is no longer just a moment of pause but a content to experience and sharea collective story in which emotion and image merge.
