Young Travelers Are Shifting Toward “Purpose-Driven Travel”

Travel habits among the younger generation are rapidly evolving. Moving beyond simple sightseeing, there is a growing trend of “purpose-driven travel” focused on specific interests such as watching sports events, wellness retreats, extreme adventures, and culinary exploration. After the COVID-19 pandemic, Millennials and Gen Z have redefined the meaning of travel—not just as a way to relax, but as a meaningful activity that reflects personal hobbies and passions.

In particular, “sports tours” have gained popularity among sports enthusiasts, who travel abroad to attend major global events such as European football matches, tennis grand slams, and Formula 1 Grand Prix races. These trips go beyond simply watching a game—they offer the opportunity to immerse oneself in local culture and the excitement of the event. For instance, last year’s UEFA Champions League Final in Europe became one of the most sought-after travel destinations among fans.

At the same time, travelers who prioritize well-being and healing are opting for experiences like yoga retreats, meditation workshops, and spa getaways to recharge both body and mind. Destinations like Bali, Thailand, and India are emerging as sanctuaries for wellness tourism, particularly for those seeking digital detox experiences.

Among food lovers, “food tours” that explore local culinary culture are in high demand. These packages include experiences such as traditional market visits, regional cooking classes, and fine dining at Michelin-starred restaurants.

Meanwhile, although business travel demand is declining, trips are becoming noticeably longer. This shift is largely driven by the rise of remote work and the growing popularity of “workations”—blending work and vacation. Experts predict that this trend will continue, encouraging the travel industry to develop more customized, niche offerings tailored to specific traveler needs.

According to travel media outlet Travel Insights, “Younger generations are no longer satisfied with basic tourism—they seek travel experiences with deeper meaning.” The outlet adds, “Experience-based consumption will become an even stronger trend in the years ahead.”