Millennials and Gen Z Drive Thematic and Digital-Native Tourism Trends

The Ministry of Tourism (Kemenpar) has highlighted the significant role of the millennial and Gen Z generations in transforming the face of the global tourism industry. As digital-native groups, these two generations are the driving force behind the emergence of more personal and authentic thematic tourism trends.

Ministry Spokesperson Nia Niscaya explained that a significant shift in tourist preferences is currently underway. The main focus is now shifting towards sustainable and high-tech-based experiences.

"Millennials and Gen Z are driving new trends such as environmental tourism, wellness tourism, sports tourism, and Meeting Incentive Convention and Exhibition (MICE)," Nia said in Jakarta, quoted on Thursday (9/7/2026).

Nia assessed that the massive growth of thematic tourism is inseparable from the integration of cutting-edge technology. The presence of Artificial Intelligence (AI), the Internet of Things (IoT), and Augmented Reality/Virtual Reality (AR/VR) are key pillars in creating efficient and immersive journeys. This technology places the tourist at the centre of a digital ecosystem, enabling the creation of highly personalised travel experiences tailored to individual needs.

Although international tourists and domestic tourists share similar interests in types of tourism, Nia noted differences in their order of priorities and travel motivations. International tourists tend to seek meaning and sustainability, while domestic tourists are more focused on culinary exploration and domestic comfort.

One of the fastest-growing sectors is sports tourism. Referring to data from UN Tourism (UNWTO), this sector is no longer just about entertainment but has become a modern lifestyle sought by travellers. Nia concluded that both millennials and Gen Z are united by the same desire: to undertake more meaningful journeys and experience things first-hand in the field.