South Africa – 19 June 2026 – More young travellers are choosing to explore the world, driven by curiosity, connection and a desire for meaningful experiences. For Millennials and Gen Z, travel has taken on a deeper meaning, becoming a way to understand the world, shape identity and feel connected in a time that often feels fragmented.
Each journey is about discovering who they are and where they fit in a fast-changing world. In choosing to prioritise these experiences, even under financial pressure, they are quietly redefining what it means to invest in a life well lived.
Travel as a conscious investment
Research shows that young travellers are actively reshaping global tourism, with Gen Z already accounting for nearly 40 percent of travellers worldwide. What sets them apart is not just how often they travel, but how intentionally they prioritise it.
Despite tighter budgets, many are choosing experiences over possessions and are increasingly funding their trips by cutting back on discretionary spending, from fashion and technology to social outings. In fact, 83 percent of young adults say they are willing to reduce non-essential spending to make travel possible.
Studies also show that nearly one in five Gen Z travellers now allocate more than 40 percent of their disposable income to travel, while many others commit a significant share of their earnings.
At the same time, they are redefining value, favouring budget-friendly stays, shared experiences, and immersive cultural encounters over traditional luxury. Even life decisions are being reshaped, with many choosing flexibility over financial gain, and time over titles, all in pursuit of seeing more of the world. For this generation, travel is more than tourism; it is a way to learn, connect, and grow. They seek authentic, unconventional experiences that allow them to engage meaningfully with cultures, communities, and environments. They do not just visit places, they immerse themselves in them, redefining exploration in the process.
The journey becomes part of the story
For a generation that values purpose as much as place, the journey itself matters just as much as the destination. Airlines are no longer just a means of getting there; they are part of the experience.
Airlines like Cathay Pacific bring heritage and culture into every journey, offering travellers a more immersive and considered way to travel. From cross-cultural dining to thoughtfully curated in-flight experiences, each trip becomes a continuation of discovery, particularly for young South Africans drawn to the shared cultural threads between Africa and Asia.
“We are seeing a clear shift in how younger travellers approach the world. For them, travel is about the experiences and connections they gain along the way. It is less about occasional big trips and more about weaving travel into their lifestyle decisions, even if that means adjusting spending elsewhere,” says Shanna Docherty, Regional Head of Trade Sales for Middle East and Africa (MEA).
The modern-day Marco Polo is no longer defined by privilege, but by perspective. They are resourceful, digitally savvy and deeply intentional, finding ways to explore the world even when circumstances suggest otherwise. As the global travel landscape continues to evolve, it’s clear that young people are not waiting for the right moment to travel, but are creating it.