New Year, New Destinations: HSBC UK Survey Reveals Rise of the ‘Intrepid Explorer’ as Gen Z Ditch Traditional Travel Hotspots

As the New Year sparks a fresh wave of travel planning, new research from HSBC UK reveals a growing appetite among Gen Z travellers to start the year differently, by seeking out lesser-known destinations that offer deeper cultural experiences.

Findings from HSBC UK’s Intrepid Explorers survey show that 47% of Gen Z consumers are “very likely” or “quite likely” to book a holiday to a country they would describe as “obscure”, signalling a shift away from traditional bucket-list destinations as people look to make their travel plans more meaningful in the year ahead.

Rather than focusing on sightseeing alone, younger travellers are increasingly prioritising immersion. Half (50%) of Gen Z respondents say; “experiencing other cultures” is their top motivation when travelling, while 46% are driven by the chance to “try new foods”, outranking the 42% who prioritise “famous landmarks”. The findings suggest that as a new year begins, travel is being reframed less as a break from work and more as an adventure and an opportunity to broaden perspective.

This mindset shift is reflected more broadly, with 37% of respondents agreeing that travel habits have changed across generations, and 21% viewing world travel as a modern “rite of passage”. For this new wave of travellers, flexibility, confidence and the right financial tools are becoming as important as the destination itself.

“Our research confirms that a growing segment of the younger population sees travel as more than just a break; it’s a rite of passage,” said Adrijia Biswas, Head of Global Money at HSBC UK. “It is fascinating to see how holiday habits have transformed through generations, with a recent drive to explore every corner of the world.”

“It is great to keep track of consumer behaviours in this way, so that we can continue to adapt our offering and business propositions to ensure we are meeting our customers’ needs.”

New Year Travel Trends: From Volcanoes to Fjord

When asked which ‘obscure’ destinations they would most like to visit as they plan future trips. Respondents highlighted a diverse mix of locations far removed from the traditional tourist trail, reinforcing a clear desire to move away from crowded European capitals in favour of adventure-led travel and cultural discovery as people look ahead to the year to come.

The Essential Tool for the New Year Traveller

As more travellers plan long-haul and off-the-beaten-path trips in the New Year, managing money across borders is becoming a key consideration. HSBC UK’s Global Money Account is designed to support this new style of travel, enabling customers to hold and manage money in over 18 currencies.

With navigating local currencies and transaction fees still a challenge in more remote destinations, 73% of respondents said a multi-currency account would be “quite helpful” or “very helpful” when travelling, highlighting the growing importance of financial confidence alongside travel inspiration.

Media enquiries to:

Emily Craig | Media Relations Manager
07852770002
emily.craig@hsbc.com