It’s official: Gen Z prefers small-town travel over big-city lights, according to internal data and surveys from Airbnb that show 74% of Gen Z leisure travellers are likely to choose a small town rather than a well-known city for a trip in the coming year.
The phenomenon, first reported by Travel Tomorrow in 2024, has now reached the stage where nearly half of the destinations trending among Gen Z for autumn 2026 are small towns rather than major cities, figures from the global booking platform show.
What’s more, nearly two-thirds (63%) of Gen Z travellers said that “being one of the first people they know to visit a place feels like a status symbol,” and over 50% avoid tourist destinations because they’re too crowded to enjoy, the platform says.
Indeed, the trend is so marked that Airbnb has started tailoring promotions around it. This autumn sees the launch of a “have u considered?” campaign that aims to reframe “under-the-radar” American towns as “must-visit destinations”, with the help of influencers from the worlds of art, comedy and music endorsing their favourite localities.
Under-the-radar towns take centre stage
Hot Springs, Arkansas, is one of the first small-town beneficiaries of the campaign, alongside Bemidji, Minnesota, on the southwest shore of Lake Bemidji, and nicknamed “The First City on the Mississippi.” The third town to get the “have u considered?” treatment is Gibsonton, Florida, known for its historic links to the performing arts and circus sector.
As holidaymakers increasingly extend their travel windows into the so-called “shoulder seasons”, the range of destinations they might choose is changing, as Ali Killam, editorial content lead at Airbnb, told Travel+Leisure.
Consumers are “increasingly taking more weekend adventures in the fall, whether that’s Gen Z chasing local lore, or a family packing the car for foliage and apple picking,” Killam said, adding: “We’re seeing travelers look beyond traditional fall destinations to explore places that feel more personal, quirky and unexpected.”
Can popularity undermine the appeal?
Killam’s remarks also reflect the findings of Skift’s recent State of Travel 2026 report, indicating that consumers are increasingly seeking authenticity and cultural immersion over other travel priorities. In fact, the search for a unique experience is such a strong driver that any perception of overtourism or saturation is likely to drive those same Gen Z travellers away, meaning that the very inclusion of Hot Springs, Bemidji and Gibsonton on Airbnb’s “non-touristy” tourism map could ultimately tarnish their appeal.
