Authentic Travel Is In — Thanks to Gen Z Explorers
Travel behavior is changing rapidly. Today’s young travelers — Gen Z and Millennials — are shaping a new era of tourism. Instead of focusing on traditional sightseeing or well-trodden tourist attractions, they are actively seeking out authenticity, immersion, and connection with local life.
What the Research Says
Recent studies highlight a clear shift:
- Authenticity matters most – Gen Z and Millennials prioritize experiences that feel “real” and not staged for tourists (“authentic travel”). They prefer recommendations from locals, friends, or trusted communities rather than generic travel guides.¹
- Social media is their main inspiration source – Platforms like TikTok and Instagram are where Gen Z and Millennials discover new destinations and experiences.⁶ This makes them naturally open to using an app like 2B LOCAL as an additional trusted source for travel inspiration.
- Experiences drive travel choices – According to Arival’s 2025 U.S. Experiences Outlook, 65% of travelers (especially younger ones) consider unique experiences, food, and local activities as decisive factors in choosing where to go.¹
This shows that the demand for insider tips, hidden gems, and authentic recommendations is only growing.
The Event Factor – Why “Events Coming Up” Is a Game-Changer
Travel is not just about places—it’s about moments. Multiple studies confirm that young travelers are increasingly traveling for live events:
- AAA / Bread Financial report: 65% of Gen Z and 58% of Millennials traveled (or plan to travel) more than 50 miles specifically for in-person events in the past year.²
- WifiTalents Gen Z Travel Report: 63% of Gen Z travelers look for local art, music, or cultural festivals when visiting new destinations.³
- Kipsu Research: Both Gen Z and Millennials seek cultural immersion and unique, hands-on activities recommended by locals.⁴
This directly validates 2B LOCAL’s upcoming feature “Events Coming Up”, which allows users to discover or post local events—from small art shows, community sport activities to citywide festivals. By making local events visible, the 2B LOCAL app helps travelers avoid missing out on authentic cultural moments that define a destination.
How 2B LOCAL Bridges the Gap
With these insights in mind, 2B LOCAL is designed to:
- Connect travelers with authentic tips and experiences by locals & friends.
- Highlight hidden gems and unique activities beyond tourist traps.
- Give users access to upcoming local events so they never miss what makes a destination truly special.
Gen Z and Millennial travelers don’t want to just “visit” a place—they want to feel it, live it, and experience it as a local would. From authentic recommendations to discovering local events, 2B LOCAL is here to make every journey more real, connected, and unforgettable.
Want to help shape it? Join our beta for early access and nominate a local portrait to be featured: hello@2b-local.com
