Gen Z is increasingly seeking out tourism opportunities focused on marathon
Trend - Marathon tourism is on the rise, driven largely by the increasing popularity of running among Gen Z. These trips offer a blend of athletic challenge and cultural exploration, with travelers enjoying locally guided tours around Athens, dining at top restaurants, and bonding with fellow runners.
Insight - Gen Z is increasingly seeking out experiences that promote health, wellness, and cultural enrichment over traditional social activities centered around drinking. This generation is driven by a desire for authenticity, self-improvement, and meaningful connections. rThis shift is creating new opportunities for travel and lifestyle brands to develop experiences that resonate with a generation focused on health, adventure, and purposeful living.ed
Insight - Gen Z is increasingly seeking out experiences that promote health, wellness, and cultural enrichment over traditional social activities centered around drinking. This generation is driven by a desire for authenticity, self-improvement, and meaningful connections. rThis shift is creating new opportunities for travel and lifestyle brands to develop experiences that resonate with a generation focused on health, adventure, and purposeful living.ed
Workshop Question - How can you create authentic and enriching experiences that cater to Gen Z's desire for health, wellness, and cultural exploration?