For Korea's Millennials and Gen Z—often grouped as the MZ generation—traveling abroad has become part of everyday life, and Japan still tops their wish list. Their travel preferences are also showing trends that diverge from global patterns.
On March 30, global travel platform Klook released its '2026 Travel Pulse' survey, which found Korea's MZ generation traveling actively. Among respondents, 68.6% traveled abroad in the past year, 74.3% took domestic trips, and 73.7% purchased airline tickets—each above 70% participation.
Japan led by a mile—31.7% named it the country they'd most like to visit. That's more than five times the share of the tied runners-up—Western Europe, Southern Europe, and Australia (each 6.2%)—underscoring Japan's strong appeal.
The generations aren't traveling the same way. Gen Z gravitates to major cities like Osaka and Tokyo for shopping and foodie adventures, while millennials are expanding their horizons to places such as Kyoto, Sapporo, and Okinawa for scenery and relaxation.
Korean MZ travelers also show a distinct decision-making pattern. While MZ travelers worldwide prioritize weather and climate (48.5%), Koreans rate local food as their top consideration (41.2%).
Personal tastes and interests (37.9%) follow, suggesting that Korea's MZ crowd often favors experiences tailored to individual preferences—especially culinary culture—over simply visiting famous landmarks.
To meet rising demand for trips to Japan, Klook has teamed up with Air Seoul for a 'Klook Monday' promotion, offering discounts on flights and accommodations to Japan.
Lee Junho, head of Klook Korea, said interest in traveling to Japan continues to grow, and travelers are diversifying both their destinations and travel styles. He added that Klook plans to expand its booking system and product lineup so customers can easily explore not only major cities but also nearby smaller towns.
