While America’s 250th anniversary put the spotlight on historic icons like Boston, Philadelphia and Washington, D.C., younger travelers are charting a different course, according to insights from NEST agencies. Millennials and Gen Z are increasingly drawn to emerging U.S. destinations where authenticity, nature and immersive experiences take precedence over checking landmarks off a list.
Surveys show that by 2030, Millennials and Gen Z will account for more than half of all U.S. leisure travel, a sharp rise from one‑third in 2023. They are prioritize trip spending over material goods, with 74 percent of Millennial and Gen Z respondents calling travel a non‑negotiable expense, according to American Express.
Young travel advisors affiliated with NEST agencies reveal the rising U.S. hotspots gaining traction with their Millennial and Gen Z clients:
My clients are drawn to Nashville’s incredible live music scene, amazing food, rich history, and the energy that makes the city feel both exciting and approachable. They want destinations that feel authentic, whether that’s discovering a new favorite restaurant, listening to live music, exploring local neighborhoods, or simply soaking in the culture of a city. Nashville delivers all of that, which is why it continues to grow in popularity with Millennial and Gen Z travelers.
Alicia Venes, Travel Advisor, LBAC Travel
One of the biggest trends we’re seeing is younger travelers setting goals to visit as many national parks as possible before settling down with family and a job. Some of the most requested destinations have been in Washington state, with travelers eager to explore Mount Rainier National Park, Olympic National Park, and Seattle in a single trip. These offer the perfect combination of outdoor adventure, breathtaking scenery, and urban exploration.
Karenna Tinnion, Co-Owner and Travel Advisor, K&K Travel Boutique
2026 is the year of the Coastal Girl Summer, and just a short one-hour ferry ride from Los Angeles, Catalina Island is becoming a popular destination for young travelers who want European vibes without the price tag. Catalina Island doesn’t allow tourists to drive, but it’s walkable, and offers opportunities like zip lining, parasailing, kayaking, water sports, beach clubs, and eateries.
Gracie Wang, Travel Advisor, Destinations to Travel
Savannah, Georgia has a mix of historic beauty, a great nightlife, and a relaxed atmosphere. The city’s “to-go cup” district, trendy restaurants and haunted history tours create a unique travel experience. Not far from the historic district lies the home field for the Savannah Bananas, which are constantly gaining popularity and selling out stadiums across the country with their entertaining baseball shows.
Danielle Neely, Travel Advisor, 1923 Travel
Alaska, which feels both adventurous and transformative, is quickly evolving from a “once-in-retirement” trip to a must-do experience for Millennials and Gen Z alike. Alaska cruises offer opportunities to explore the state’s vast wilderness, national parks, glaciers, wildlife, and local communities in a deeper and more meaningful way. More and more travelers venture into Denali National Park, Talkeetna, Fairbanks, and Anchorage and try to catch the northern lights.
Abigael Flammang, Co-Owner, Magic Mouse Travel
