As Europe positions itself for a tourism renaissance in 2025, a bold generational shift is reshaping the continent’s travel industry. Generation Z—those born between 1997 and 2012—is becoming one of the most influential tourism demographics, and countries like Germany, France, Portugal, and Lithuania are taking notice. With an emphasis on cultural exploration, sustainability, affordability, and digital connectivity, these nations are implementing creative new programs and policies tailored to Gen Z’s distinct travel priorities.
Understanding Gen Z: Tech-Savvy, Ethical, and Experience-Driven
Gen Z travelers are digital natives who prioritize eco-conscious decisions, authentic experiences, and social impact. This generation prefers meaningful cultural engagement over conventional sightseeing. According to the European Travel Commission, Gen Z is more likely than any other generation to seek sustainability in their travel choices, such as opting for eco-certified stays or low-carbon transport.
Moreover, Gen Z is inclined to choose experiences over possessions—making travel, especially immersive and affordable experiences, one of their highest spending priorities.
Germany’s €200 Culture Pass: A Gateway to Meaningful Exploration
Germany leads the way with its €200 KulturPass, first launched in 2023 and continued in 2025. Available to all 18-year-olds with German residency, the pass allows users to spend credits on museums, concerts, theater tickets, books, and cultural events. In partnership with hundreds of cultural institutions and venues, the German Federal Government aims to cultivate a lifelong love for arts and heritage.
This initiative not only supports post-pandemic cultural recovery but also appeals directly to Gen Z’s value system. For international Gen Z tourists inspired by their German peers, this reflects a wider national commitment to making culture more accessible.
Travel Tip: Germany’s Deutsche Bahn rail discounts and expanding green transport networks also appeal to Gen Z’s budget- and climate-conscious mindset.
France’s €300 Culture Pass: A Leader in Cultural Equity
France has mirrored Germany’s efforts with its own Pass Culture, now offering €300 in credits for French residents aged 18. The pass allows for the purchase of books, museum tickets, theatre performances, and even digital media subscriptions like Spotify and Netflix. With France’s deep-rooted artistic and literary heritage, this initiative opens the doors to iconic experiences—from the Louvre in Paris to underground jazz clubs in Marseille.
According to France’s Ministry of Culture, the Pass Culture program has also helped bolster small cultural venues and indie bookstores, aligning with Gen Z’s preference for supporting local, independent businesses.
Travel Tip: International travelers aged 18–25 also enjoy free entry to many French national museums, part of the EU’s broader youth cultural accessibility strategy.
Madeira, Portugal: Eco-Adventure Paradise for Young Explorers
Portugal’s island of Madeira is fast becoming a Gen Z hotspot. According to Turismo de Portugal, Madeira has seen a 45% increase in interest from U.S. travelers, driven largely by Gen Z seeking sustainability, affordability, and breathtaking nature.
With its lush hiking trails, volcanic beaches, and emerging wellness tourism offerings, Madeira provides a low-cost, high-impact experience. The region has invested heavily in sustainable tourism certification, carbon-offsetting programs, and digital nomad-friendly infrastructure.
The government-backed Digital Nomad Village in Ponta do Sol, launched in 2021, now hosts hundreds of remote workers and young creatives—making Madeira one of Europe’s most innovative destinations for long-term Gen Z stays.
Vilnius, Lithuania: The Underrated Capital for Gen Z Nomads
Vilnius, the capital of Lithuania, is gaining recognition as a Gen Z-friendly destination thanks to its affordability, safety, and contemporary art scene. According to Go Vilnius, the city’s tourism bureau, Lithuania ranks among the most budget-friendly EU countries, with low accommodation costs and thriving coworking communities.
Vilnius is also one of Europe’s greenest capitals, with extensive bike lanes, community gardens, and eco-minded cafes. The city’s Tech Park Vilnius—a co-working space inside a historical monastery—is a favorite among young digital workers.
Events like Vilnius Street Art Festival and Loftas music events offer culturally immersive experiences with minimal environmental impact, positioning the city as a perfect match for Gen Z’s values.
The Social Media Factor: Gen Z’s Travel Planning Engine
Gen Z travelers rely heavily on platforms like TikTok and Instagram for inspiration. A recent Booking.com report found that over 80% of Gen Z travelers choose destinations based on social media visibility. This trend has led to the rapid rise of previously overlooked destinations like Madeira and Vilnius, where “Instagrammable” nature and authenticity outweigh tourist saturation.
Travel content creators and influencers are also playing a vital role in spotlighting eco-conscious travel, slow tourism, and local cultural events—shaping travel decisions through peer influence rather than traditional advertising.
Europe’s Sustainable Future: Designed With Gen Z in Mind
Sustainability is not just a buzzword for Gen Z—it’s a non-negotiable. In response, European nations are boosting their eco-credentials. Portugal’s Clean & Safe stamp promotes health and environmental standards across hotels and restaurants, while Lithuania’s Green City Action Plan targets carbon neutrality for Vilnius by 2030.
France and Germany are enhancing low-emission transport with subsidies for electric trains and expanding bike-friendly city planning, reflecting Gen Z’s preferences for low-impact exploration.
Final Thoughts: The Gen Z Travel Revolution Has Begun
Europe is embracing the Gen Z generation like never before, with policies and programs that make travel smarter, greener, and more culturally rich. From Germany’s and France’s generous culture passes to the natural serenity of Madeira and the modern innovation of Vilnius, Gen Z travelers have more reasons than ever to explore Europe on their terms.
As countries double down on accessibility, sustainability, and digital innovation, the European tourism industry in 2025 stands as a global model for youth-centric travel design. For Gen Z, this is just the beginning of a new era of purposeful and inspired exploration.
For more travel news like this, keep reading Global Travel Wire
