A new survey reveals that travelers worldwide in their 20s and 30s put weather and local food at the top of their list when choosing destinations.
Klook, the travel-booking platform, released its "2026 Travel Pulse" survey on the 16th. Surveying 11,000 people across 20 countries, 48.5% said weather was the single most important factor when picking a destination. The poll was conducted from last November through December in markets including Korea, Japan, the United States and the United Kingdom.
Local cuisine ranked second at 43.3%, while how well a destination matches personal tastes and interests came in third at 40.8%. That points to a clear trend among Millennials and Gen Z—travelers are chasing personalized, memorable experiences rather than just checking off tourist sites.
The generational breakdown revealed distinct differences. Gen Z (born 1997–2007) placed the greatest emphasis on a destination matching their tastes and interests at 42.5%, with local food lower at 39.5%. Millennials (born 1983–1996), by contrast, prioritized local cuisine most, at 46.6%.
When it comes to planning trips, personal safety topped the list at 37.1%. Ease of planning an itinerary followed at 31.7%, with a desire for meaningful experiences at 31.2%. In other words, travelers care about the convenience of trip logistics—lodging, transport and visas—just as much as the destination itself.
There was an interesting pattern in how people choose international destinations: about 62% said they mix visits to new places with returns to spots they've already loved.
Among the rest, preferences split by generation: Gen Z showed a stronger tendency to revisit familiar places, while Millennials were more inclined to explore brand-new destinations.
Klook said it plans to expand development of region-specific tourism content based on the survey findings, aiming to draw travelers to a wider variety of destinations.
Lee Junho, head of Klook Korea, said the global Millennial and Gen Z cohorts prioritize experiential elements when choosing destinations, while also valuing safety and convenience during the planning stage. He added that Klook will enhance convenience for international visitors traveling in Korea by developing new tourism content and expanding mobility services.
