Members of Generation Z are often described as highly adaptable, smart and tolerant. They are hyper-connected and grew-up with challenges relating to environmental sustainability, terrorism, etc. Their different lifestyles, motivations and habits make them a segment difficult to generalise, but also a segment that will pave the way for innovation and responsible tourism. Generation Z travellers are still discovering and solidifying their consumption preferences, and this presents a tremendous opportunity for the travel industry to get to know them now and gain a better vision of how tourism demand could evolve in the near future. During this session, we will be looking at some of the most distinguishing features of Gen Z travellers and try to understand how they can be used for the development of tourism products and services with the aim of attracting the attention of travellers from this segment.