Forget the overcrowded cities. Gen Z travelers are embracing a new trend in 2025.
Fueled by nostalgia, authenticity, and the quest for shareable moments, they’re swapping neon lights for quieter streets, slower paces, and more meaningful connections.
This shift offers a golden opportunity for public relations professionals in tourism to spotlight destinations that may not dominate international headlines, but consistently deliver memorable experiences.
Social media has become one of the strongest drivers of this movement. For Gen Z, platforms like TikTok and Instagram are more than just places to share vacation photos—they’re the starting point for trip planning.
In fact, a Forbes report shows that more than 80% of Gen Z travelers use their smartphones to research and book travel, often prioritizing places that feel “undiscovered” but still photograph beautifully.
The constant stream of travel inspiration has created a desire for experiences that stand out from the mainstream, pushing smaller cities into the spotlight.
Social media isn’t just influencing Gen Z’s travel decisions—it’s practically running the itinerary. Platforms like TikTok, Instagram, and YouTube are the new guidebooks, shaping where young travelers go, what they do, and even when they go there.
On TikTok, the hashtag #TravelTok has billions of views, with creators offering everything from “hidden gems” lists to budget-friendly itineraries. Instagram reels showcase aesthetic cafés, photo-perfect street corners, and curated day trips, often convincing travelers to visit spots they hadn’t considered before.
For Gen Z, seeing a destination through the lens of a real person—especially a peer—feels more authentic than a polished tourism ad. In many cases, one viral post can transform a little-known city block into a must-visit attraction overnight.
One of the most powerful TikTok trends driving this shift is the “hidden gems” challenge, where creators highlight under-the-radar spots in lesser-known cities.
These short, visually enticing clips often focus on hyper-specific details—a unique bookstore, a street mural, or a quirky coffee shop—that feel authentic and attainable.
Another trend, “day trips,” has boosted secondary cities located within a few hours of urban hubs. Cincinnati, for example, frequently appears in videos aimed at travelers based in Chicago, Nashville, or Columbus looking for affordable, photo-worthy escapes.
The “POV” travel trend, where creators film as if the viewer is experiencing the trip firsthand, also lends itself well to destinations like Cincinnati, where walkable neighborhoods and layered cultural experiences unfold naturally on camera.
Travelers often note the city’s welcoming atmosphere. Locals are quick to offer directions, share recommendations, and engage in friendly conversation.
Many visitors remark on the city’s affordability compared to major tourist destinations, with restaurant and hotel costs significantly lower than in cities like New York or Miami, making it ideal for budget-conscious explorers.
At the same time, the current economy has made travel a harder dream to realize for many college students.
Rising tuition costs, student loan pressures, and higher living expenses have left less income for big vacations. Long-haul trips to major international hubs may simply be out of reach, which makes affordable, closer-to-home destinations far more appealing.
Secondary cities offer the chance to explore without draining savings, and they often deliver just as much cultural richness as larger, pricier counterparts.
“As I was just in El Paso, I loved getting to see such a tight knit community and experience local and accessible events,” said Newsmatics intern Lilibet Kirwan. “Everything was so charming and friendly, I found a rugby team to play with, a jazz concert at a local bar, and discovered thrift shop gems.”
For students eager to travel but limited by finances, there are creative ways to make it happen beyond traditional vacations.
Study abroad programs, especially those with scholarships or exchange agreements, can open doors to immersive international experiences while still contributing to academic goals.
Even domestic study away or internship programs can provide the excitement of living in a new place without the full financial burden of independent travel.
Combined with weekend getaways to nearby cities like Cincinnati, these opportunities allow students to broaden their horizons without overextending their budgets.
 | A guest post by
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