Gen Z, Boomers and travellers from the Asia Pacific region have been flagged as key markets for travel agents and other industry professionals across the Middle East to keep an eye on over the coming years. 

Industry leaders at ITB Asia in Singapore, brought attention to the three categories earlier this month, saying they will drive global growth in travel and tourism. This is particularly significant for the Middle East’s tourism industry where leaders are already making efforts to cater to Gen Z’s love of technology, accommodating Boomer’s desire for luxury and intensifying marketing efforts to attract Chinese tourists.  

With that in mind, here’s everything you need to know about how Gen Z, Boomers and Asia Pacific travellers will shape tourism over the next decade.

Flying in from Asia Pacific

We all know Australians love the UAE and Qatar, and it looks as though that passion is rubbing off on the rest of the Asia Pacific region. 

According to Liz Ortiguera, World Travel and Tourism Council’s Managing Director for Asia Pacific and Senior Advisor to the Chief Executive, the Asia Pacific region’s contribution to global distribution product (GDP) is expected to rise from 8.7% to 11.2%, making it over $5.8 trillion.

In her speech, she said Asia Pacific is going through a fast period of travel recovery post-COVID and has already exceeded 2019 levels with a $3.2 trillion economic contribution. 

Charles Habak, Partner at McKinsey and Company, concurred with Ms Ortiguera’s findings, highlighting Southeast Asia and India as rapidly evolving source markets. Between the two, Mr Habak said there will be a 50% increase in outbound spend by 2030.   

Read more: Indian weddings in the Middle East – everything you need to know

Gen Z is heading overseas 

The generation with the strongest to spend as much time enjoying life as possible, will increasingly take their adventures overseas. 

Sounds like they’ll be major clients for travel agents in the near future. 

Mr Habak said the younger generation is seeking adventurous experiences in foreign lands and although they may not seem open with their wallets, they are willing to spend for distinctive and unique activities. 

He continued, emphasising Gen Z’s connection to technology and the importance of industry professionals meeting them online by creating digital channels. 

Read more: Tumodo and Tabby collaboration targets rising Gen Z demands

Baby Boomers are staying local 

Once the biggest market for international travel, Baby Boomers are increasingly keeping their holidays a little closer to home. It’s important to note that Boomers approach travel with distinct preferences, prioritising quality time with family and friends above exploring new destinations.

According to Mr Habak, the older generation are prioritising domestic travel and wholesome experiences. Unlike other demographics, experiencing a new location is less important for them, with a 15 percentage point difference.

He continued, explaining that while digital channels are important for engaging with younger generations, Baby Boomers are still seeking human-to-human services, with 44% preferring travel agents to book their entire travel experience, and only 42% using mobile apps for transportation booking, significantly lower than the 71% of other respondents.