Marketing sustainable travel to millennials and Gen Zs

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Travel is back, and it is booming. According to new data from the World Travel & Tourism Council (WTTC), 2025 is set to be a record-breaking year for our sector. International visitor spending is forecast to reach $2.1 trillion, and the total contribution to the global economy is expected to hit $11.7 trillion, representing over 10.3% of global GDP.  

But with this momentum comes responsibility. The shape of demand is shifting. Younger generations, mostly millennials and Gen Z, are now the driving force behind growth. They are digital-native, experience-driven, and sustainability-conscious, and they are demanding more from the destinations, brands, and operators they support. At WTTC, we see this as a pivotal opportunity to market smarter by speaking the language of these generations, on the platforms they trust, and with the transparency they expect. That means embracing more recent tools like TikTok and Artificial Intelligence (AI) to communicate sustainability continuously, credibly, and creatively.

Marketing better with technology

A study suggests millennials made up 48% of US travellers in 2024 and are on track to dominate global travel spending in 2025 at 50%. Meanwhile, another study shows that Gen Z travellers will be responsible for almost a quarter of global travel expenditure, solidifying their role as a rising force in the sector. Crucially, sustainability is a decision-making driver for both demographics.

A Booking.com report found that 76% of Gen Z tourists want to travel more sustainably in the coming year. Whether it is choosing rail over short-haul flights, selecting hotels with green certifications, or prioritising local over mass-market, they are demanding travel with purpose.

Now, social media has rapidly become the front line of travel inspiration. A report found that over half of travellers turn to social media for travel recommendations, and 73% say influencers have influenced their booking decisions. For sustainable travel, this is a game-changer. Social media like TikTok and Instagram reels are short, compelling videos that can shift perceptions and spark behavioural change. A well-shot 30-second clip showing a plastic-free hotel, an electric tuk-tuk tour, or a forest restoration experience can do more than a brochure ever could. To make the most of this, we need to:

• Partner with trusted creators who speak authentically about eco-conscious travel.

• Visualise sustainability by using dynamic footage to show low-emission transport, renewable energy, or local artisans benefitting from tourism.

• Layer in facts with simple overlays like “75% of this property’s energy is solar-powered” to build credibility instantly.

• Engage interactively by using TikTok features like polls, Q&As, and challenges to make sustainability a part of the conversation.

AI has also become a marketing powerhouse. When used well, it ensures that the sustainability information we provide is consistent, personal, and up-to-date across every touchpoint. Consider what AI can now do such as:

• Generate personalised itineraries that highlight low-carbon options.

• Update emissions data in real time for flights, hotels, and activities.

• Support customer queries through AI chatbots trained on sustainability FAQs.

• Monitor and adapt content performance, identifying which eco-messages resonate best and refining them on the fly.

For example, a tour operator could use AI to push customised green travel suggestions based on a user’s interests such as wildlife, conservation, clean transport and continually improve its outreach based on actual engagement, not assumptions. We are also seeing generative AI support content creation at scale. Sustainable messages can be localised, visualised, and adapted for TikTok, Instagram or even voice assistants without sacrificing accuracy.

Merging storytelling, trust, and proof

Trust is everything. That’s why sustainability marketing must go beyond aspiration and show clear, verifiable impact. That means showing the evidence: carbon footprints, energy consumption, and the tangible benefits to local economies. If it can be measured, it should be visible. Credibility also comes from external validation, so highlighting respected third-party certifications is essential.  

But facts alone aren’t enough. A short TikTok video explaining what “carbon neutral” really means can be far more effective than a dense policy page. Most importantly, we must share the platform, bringing in the voices of local communities, guides and conservation partners who are part of the story. The goal is to ground our messaging in reality and show that sustainable choices have a real impact.  

It also needs to be a continuous journey that needs to run across all stages of the travel cycle. In this case, AI can ensure that every piece of content is consistent, relevant and context-aware, so the story doesn’t just start and stop with the booking.

Sustainability is an expectation from Travel & Tourism now. And with millennials and Gen Z steering the sector’s future, the way we market must evolve just as quickly. A combination of the right marketing tools can offer an unprecedented opportunity to promote sustainable travel with creativity, clarity, and credibility. If we use them well, we can help reshape travel itself.

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