Tourism reveals itself cyclically as “young,” heralding the arrival of generations considered unprecedented, more idealistic, adventurous and demanding than in the past. According to data from the Anholt Nation Brands Index 2026, the study conducted by Simon Anholt, creator of the Index and a member of the Advisory Board of Bit – International Tourism Exchange, presented on the occasion of the launch of Bit Young, the new project aiming to create a meeting point between new generations and the tourism industry, which will debut at Fiera Milano from February 9 to 11, 2027, the reality is much more nuanced and the generational gap less clear-cut than expected.
From geographical maps to social media: how the destinations of desire are changing
If the generations raised before the digital era based their travel dreams on school atlases and brochures, with a rigid hierarchy placing Western countries at the top, according to the study, today’s twenty-somethings build their mental map through inputs that are completely different. Inspiration comes from streaming platforms, K-pop, video games, international football championships, and digital content.
This cultural shift has moved the global tourism center of gravity. The East climbs the rankings: among under-30s, the appeal of Japan rises significantly (to second place), China climbs to tenth, and South Korea makes a remarkable leap from 37th to 19th place.
Classic contemplative destinations—those places traditionally loved by more seasoned travelers such as Austria, Scotland, Wales and Ireland—lose traction, tied to an idea of green and tranquil tourism that fascinates fewer among the new generations.
Unlike their parents, for whom the main draw remains natural beauty, young people seek dynamic cities, cultural laboratories, events, and places where “things are happening.”
Italy always at the top, but…
Despite these changes, Italy remains firmly at the top: it remains the most desired tourist destination of all for both under 30s and over 45s, confirming an undisputed primacy also thanks to the strength of enogastronomy, which places it first in the ranking for perceived food quality.
Traditional markets slow down and Italy must reckon with the “museum effect.” Nevertheless, there are reasons for reflection for the Belpaese. If in emerging markets such as India, Saudi Arabia, Mexico and Japan young people show overwhelming enthusiasm for Italy, in historically strategic markets there is a slowdown: in the United States, for example, youngsters rate it sixth (compared to the first for those over 45), in Germany it falls from second to eighth, and in the United Kingdom from first to fourth.
The real risk for Italy is to be perceived as a wonderful “open-air museum”: extraordinary and desirable, but lacking urgency. The classic “I’ll go someday” that holds back young travelers compared to destinations perceived as more lively and contemporary.
The myth of the idealistic young and the desire to start afresh
The Anholt study finally debunks some myths about the ethical motivations of younger travelers. The correlation between a positive perception of a country’s government and the desire to visit remains identical across all age groups: when booking, young people are not more or less idealistic than their parents, and a cheap airline ticket often overrides any misgivings.
Beyond the differences, one universal certainty remains the push to travel: the desire to be welcomed warmly and to meet people with whom to form bonds. For a generation exposed to constant news of international crises, travel preserves its noblest function: to correct prejudices and to demonstrate that the urge to explore and meet the world remains, despite everything, unchanged.
