According to the 2025 Global Travel Trends Report from American Express, “thoughtful, meaningful trips” are guiding Millennial and Gen Z travelers this year. One revealing trend is the desire for memorable mementos; 82% of Millennials and Gen Z surveyed look for one-of-a-kind goods that will remind them of their trip. The report states that “more than half of Millennials and Gen Z surveyed intentionally travel to a destination to find high-quality items that are handmade/authentic to the destination they are visiting,” and “73% of global respondents surveyed aim to support local small businesses while visiting a new destination.” That’s great news for destinations focusing on place-based, authentic experiences.
