Seven out of 10 members of Korea’s MZ generation have traveled abroad in the past year, a new survey found. Japan remained their most desired destination for yet another year, and local cuisine — not weather — topped the list of factors when choosing where to go.
Travel as Everyday Life for the MZ Generation
The findings emerged from the “2026 Travel Pulse” survey released Wednesday by Klook, the global travel booking platform. The survey analyzed overseas travel trends among Korean MZ (millennial and Gen Z) travelers, showing that travel has fully shifted from a special occasion to routine spending.
The numbers back this up. Among Korean MZ travelers, 68.6% had traveled abroad in the past year. Domestic travel experience stood at 74.3%, and 73.7% had purchased airline tickets — all at high levels. Whether abroad or domestic, traveling itself has become a natural spending pattern for this generation.
Japan once again firmly held its position as the most popular overseas destination for Koreans this year. When asked to name a “must-visit destination,” Japan topped the list with an overwhelming 31.7%. Western Europe, Southern Europe and Australia were clustered far behind in second place, each at 6.2%.
Japan also led in a separate question asking respondents to name additional countries they want to visit, reaffirming its unrivaled popularity.
Gen Z Heads to Big Cities, Millennials Seek Nature
Among respondents who plan to visit Japan (multiple responses allowed), Tokyo ranked first at 45.3%, followed by Osaka at 38.3% and Fukuoka at 35.7%.
Kyoto (26%), Sapporo (25.5%) and Okinawa (21%) formed the middle tier, while Nagoya (10.2%), Kobe (7.2%) and Shizuoka (6.5%) ranked in the lower tier.
However, preferred destinations within Japan diverged sharply by generation.
Gen Z travelers showed a strong tilt toward major cities where shopping and dining are conveniently concentrated — Osaka (49.6%), Tokyo (47.4%) and Fukuoka (43%).
Millennials, by contrast, spread their interest more evenly across not only major cities but also destinations offering rest and nature, including Kyoto (28.1%), Sapporo (25.3%) and Okinawa (25.2%). The results reflect millennials’ travel philosophy of pursuing leisurely relaxation over stimulating urban experiences.
‘The Restaurant Is the Destination’ — Korean Standards Differ from Global Norms
Korean MZ travelers also stood out in how they choose destinations. “Local food” ranked first at 41.2%. “Alignment with personal tastes and interests” followed at 37.9%, while “weather and climate” came in third at just 36.7%.
This contrasts sharply with global MZ travelers, who ranked “weather and climate” (48.5%) as the single most important factor. For Korean MZ travelers, weather was not a decisive factor. What matters more is not where they go, but what they can eat and experience there. The results reflect the Korean MZ generation’s tendency to place greater emphasis on personal taste and experience when traveling.
“Korean travelers’ preference for Japan remained prominent again this year, and the cities they visit and their travel styles are also becoming more diverse,” said Lee Jun-ho, Klook’s Korea country manager.
AloJapan.com