Guest editorial

This special issue adds new knowledge to the existing body of literature on the relationship between generations and tourism: an understanding of generational shifts in tourist behaviour facilitates the effective prediction and accommodation of future tourism trends. The eight articles included in the special issue – written by senior and junior leading scholars from different countries – present unique studies to explore the ways Millennials and Gen Z members are influencing tourism in Asia, Europe, the USA. By using a variety of “qualitative” and “quantitative” methods, the authors address a number of issues: implications on tourism of changing expectations and behaviours between the two Generations; if and how Millennials and Gen Zers care about sustainable tourism, the relationship between technology and tourism; how the tourism industry should prepare for the generational shift.