Young Asians want to understand cultural and ancestral heritage through travel

Younger generations focus on local cultures and cuisines when travelling. — LISHENG CHANG/Unsplash

In this day and age where modernity is inevitably displacing cultures and traditions, travelling has become a way for youths to rediscover and reconnect with themselves and their roots.

Hilton, through its recently released 2024 Trends Report covering global and Asia Pacific travel trends, dubbed this particular group as the “GenerAsian” travellers, describing them as “Asians who are inspired by self-discovery and have a desire for a deeper understanding of their own cultural and ancestral heritage through travel”.