Around 690 million international tourists travelled worldwide in the first half of 2026, up 0.4% from the same period last year, according to the latest report from UN Tourism.
Global international arrivals fell 1% in the second quarter and 3% in June alone, reflecting the impact of geopolitical instability, higher travel costs and weather-related factors.
Against this backdrop, UK-based travel information and data provider Adventure360 analysed more than 4,700 tour bookings over 12 months to compare destinations chosen by Gen Z and Millennials. Rankings were based on the proportion of travellers in each age group selecting a particular country for their trips.
For Gen Z, Thailand ranked first, followed by Australia, Indonesia and Vietnam. Among Millennials, the top destinations included Australia, Thailand, the Philippines, Japan, Indonesia, Peru, Morocco, Greece, Iceland and Vietnam.
Cost remains an important factor. About 60% of surveyed European Gen Z travellers expected to travel abroad more frequently this year, while only 45% planned to increase spending on airfares. Southeast Asia benefits from relatively accessible travel distances, manageable accommodation and food costs, and diverse experiences.
Vietnam’s strong showing reflects its ability to balance costs with varied experiences, ranging from cities and cuisine to beaches, mountains, nature, culture and outdoor activities.
A Hilton survey of more than 3,000 people across six Southeast Asian markets found that 61% of Gen Z respondents planned to travel more frequently, while 65% wanted to visit more destinations on each trip. TikTok was cited by 84% as a source of travel inspiration, while value for money remained a key consideration. In Vietnam, culinary experiences were particularly highly rated.
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