New data released in Milan on October 27, 2026, reveals Italy holds the top spot in tourism appeal for both young adults under 30 and older travelers over 45, though its standing varies significantly when compared to other destinations across age groups. Asian countries demonstrate particularly strong appeal among younger respondents.
Japan secured second place in tourism perception among under-30s, while South Korea and China also showed markedly higher rankings with younger participants than with older ones. The findings were unveiled by Simon Anholt, developer of the Anholt Nation Brands Index and advisor to BIT, Italy’s leading international tourism trade show.
The research indicates Italy leads in both tourism and culinary appeal across all surveyed age brackets. South Korea appears at 19th position among younger travelers, rising from 37th place in the older demographic comparison. China ranks 10th with under-30s but drops to 23rd among those over 45. Japan’s second-place standing with younger respondents highlights how destination popularity can differ dramatically between generations.
Younger Travelers Show Distinct Preferences
The survey highlights particularly strong Italian appeal among younger populations in India, Saudi Arabia, Mexico, and Japan compared to their older counterparts. These rankings reflect perceived destination attractiveness rather than actual visitor numbers, bookings, or future travel projections.
Additional research examining travel behavior provides context for the age-related differences. The European Travel Commission’s April 2026 travel sentiment report showed the steepest year-over-year increase in travel intentions between April and September came from younger Europeans. The growth was 21% among 18- to 24-year-olds and 16% for those aged 25 to 34.
Technology adoption also shows generational divides, with 71% of 18- to 24-year-olds across European, Middle Eastern, and African markets reporting they used artificial intelligence tools to research or plan vacations.
Sustainability Approaches Differ by Age
A global Booking.com study from April 2026 found 24% of Gen Z travelers participated in conservation-focused tours or wildlife protection activities during the past year, compared to just 9% of Baby Boomers. However, older respondents were more likely to engage in routine sustainability practices like waste reduction and energy conservation during trips.
Qualitative insights from the BIT Young initiative launch reveal evolving travel interests. Focus groups with over 300 Italian travel agents identified growing demand for experiences centered on concerts, festivals, local market visits, literary sites, off-season mountain adventures, and regional beauty traditions.
BIT Young Program Details
AlmaLaurea is organizing a Career Speed Date initiative to connect young participants with employers. The program seeks to involve about 2,500 people under 35. The BIT Young team, consisting of 15 members, is helping to develop the initiative. Its themes are Future Travelers and Future Talent.
Organizers will hold talks and practical workshops during BIT 2027. The event also includes a hackathon developed with Accenture. Career-focused meetings with tourism businesses are part of the schedule. The program continues through career guidance activities and a call for young speakers.
New BIT Young Initiative Targets Next-Generation Travelers
The research accompanied the October 27 introduction of BIT Young, an extension of the BIT exhibition organized by Fiera Milano. The program seeks to engage approximately 2,500 participants under 35, connecting young travelers, students, graduates, and tourism employers.