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In the past four years, Gen Z has reached a consensus on the most popular and fashionable travel destination: Italy. It began with the Dolomite mountains going viral on TikTok and Instagram in 2022, when the possibility of traveling had finally been reestablished after the 2020 pandemic. The Dolomites hashtag on TikTok has upwards of 250k videos underneath it, as users began sharing scenic views of the “hidden gem.” The fascination with Dolomites was a symbol of this generation’s relationship to social media – Gen Z craved aesthetics and experiences that both showcased and enabled “unplugging” from technology. More than that, it seemed like Gen Z’s dream vacations had shifted from overly luxurious destinations known to be popular among socialites and are now oriented toward a sort of quiet luxury with a simplicity mindset.
However, the Dolomites are only one of many spots in Italy that have captured Gen Z’s attention. Don’t think Milan or Rome – Gen Z still favors quaint, romantic locations that connect them with nature as they both perform and yearn for “living in the moment.” American Gen Zers adore Italy so much because the country offers them visually compelling backdrops with its range of natural landscapes and socially operates at a slow and relaxed pace that resembles luxury.
In recent years, major celebrities have chosen Italy as their preferred destination of choice. Occurring at the same time as the Dolomites trend, Kourtney Kardashian's 2022 wedding in Portofino kept Italy in the spotlight. Her social media posts flaunted a mediterranean italian-romance aesthetic of natural stone staircases and candelabras, but still preserved the elements of her unattainable celebrity status as she donned a custom Dolce & Gabbana lingerie-style wedding dress. Gen Zers were less intrigued by this event. It was too obvious that Kourtney’s grand-scale, faux-rustic Italian destination wedding was only possible because of her massive wealth. It came right into contrast with Gen Z’s desire for separation between flashy social performance and a culturally immersive and quotidian travel style.
In 2026, Italy still reigns as a top spot, pioneered by singer Dua Lipa, who is famously known for always being on vacation, parading pictures of her reading books in a bikini and eating plates of food in a piazza. Her and Callum Turner’s recent wedding in Sicily was followed by a honeymoon road trip through Italy that made stops in locations like Porto Ercole and Bernalda. American Gen Zers grew up watching her performances and her rise to fame, and with 88.5M Instagram followers, her posts stacked users’ feeds with picture after picture of a perfect, unplugged Italian vacation. In comparison to Kourtney’s wedding, Dua Lipa’s portrayed a seemingly more lowkey but idyllic experience, in part due to her increased relatability and parasocial proximity with American Gen Zers.
While celebrities like Dua Lip represent American society’s elites, their vacationing in places like the Dolomites and Sicily positions them as disconnected from their social media presence and digital responsibilities, even as their posting proves otherwise. Gen Z users crave this paradox, and Italy is painted as a gateway – natural locations that are aesthetically trendy and act as reminders of the world beyond the screen.
Fashion, tastes, and lifestyle of the New Generation in the American market
https://www.exportusa.eu/lifestyles-generation-z-usa.php