igital Marketing Strategies for Attracting a New Generation of Tourists

The article examines the characteristics of consumer behavior among Generation Z tourists, who predominantly use smartphones, favor Instagram over other social networks like Facebook, YouTube, and Twitter, and spend a significant amount of time online, using social media as a source of information before traveling and for planning their trips. The aim of the article is to study the peculiarities of Generation Z?s consumer behavior in tourism and to develop digital marketing proposals for attracting Generation Z. The research reveals the significance of influencer marketing, as consumers are more likely to trust recommendations from independent experts rather than directly from brands. It is defined that the dynamic nature of the tourism industry requires flexibility in response to market changes and the development of original marketing approaches, which consequently necessitates the implementation of an influencer marketing strategy on social media that will affect consumer decisions, particularly of Generation Z, regarding purchases, making it an important tool in the tourism sector. As a result of the research, several specific characteristics of Generation Z as a promising group of active travelers have been identified, namely: digitalization of travel, experience orientation, activity on social media, high expectations for personalization, focus on sustainable tourism, price sensitivity, flexibility in planning, tendency to travel in groups, trust in reviews and recommendations, and multifunctionality. This allowed for the development of marketing strategies for effective engagement with this market segment: digital presence and mobility, collaboration with influencers, environmental responsibility, personalization of offers, experience over comfort, gamification of customer interaction, formats for digital nomads, fast and convenient service, flexible pricing policies, and programs like “Bring a friend”. These strategies have also been adapted to modern Ukrainian conditions. Implementing these marketing proposals will improve the effectiveness of attracting Generation Z to travel experiences. Overall, the research has contributed to the existing knowledge about influencer marketing and the behavioral traits of Generation Z in the travel sector, providing valuable insights for industry professionals on engaging this consumer category and deepening the understanding of this dynamic and influential demographic group.