Travel into my future: perceptions of Generation Z along a fictive journey

Purpose This paper aims to reveal Generation Z’s perspectives on their distant (2070s) future considering technological, socioeconomic and environmental challenges. This approach reveals latent fears and expectations of this generation and thus highlight key paths for further scientific analysis and strategy development in the tourism sector (e.g. keeping AI development under control, adapting to climate change). Design/methodology/approach The relevant literature was reviewed using the rapid evidence assessment (REA) framework. The empirical research follows a hybrid approach, employing Grounded Theory (GT) to analyze self-reflective narratives of Generation Z university students (n = 150). Subjects imagined themselves in 50 years and reported a fictive journey’s technological, sociodemographic and infrastructural characteristics. For the analysis, the three-phase coding process of Corbin and Strauss (1990) was applied to identify patterns in respondents’ future perceptions. Findings are validated by employing a cluster analysis using the NVivo software. Findings The GT-based analysis resulted in a six-variable model identifying key technological (e.g. the rise of AI and smart tourism services), social (e.g. anticipated health challenges) and environmental factors shaping future travel behavior. This study also brings attention to previously underexplored concepts, such as the negative perceptions of technological advancements and Generation Z’s concerns about aging, leading to the introduction of new theoretical perspectives (e.g. AI detoxification tourism, negative perceptions of seniority) that could shape the future of consumer behavior. Research limitations/implications The analysis is based on a sample of Hungarian university students, which may limit generalizability to other cultural or socioeconomic contexts. While the research offers theoretical contributions to future tourism studies, further quantitative validation is recommended, particularly through cross-cultural comparisons and longitudinal studies tracking possible generational attitude changes. Practical implications Our findings provide valuable insights for tourism stakeholders. In destination management, the integration of AI-based tourism services should prioritize hybrid solutions, ensuring that human interactions remain available for travelers seeking authenticity. Future marketing strategies should balance high-tech convenience with nostalgia-driven travel preferences, acknowledging Generation Z’s growing demand for AI detox experiences. In terms of policymaking, regulations should promote sustainable AI adoption in tourism, ensuring ethical data use, accessibility and intergenerational inclusivity. By incorporating these insights, tourism professionals can better align future strategies with the evolving preferences of Generation Z travelers. Social implications With a deeper understanding of Generation Z’s concerns and expectations, this research highlights emerging generational differences in tourism consumer behavior. Findings suggest that digital literacy, climate awareness and AI skepticism will play crucial roles in shaping future travel decisions. This knowledge can boost educational initiatives, policy frameworks and intergenerational travel planning strategies, ensuring that tourism remains inclusive and adaptable to evolving consumer expectations. Originality/value Our findings provide novel insights into the relationship between tourism, technological development and generational shifts, offering a long-term perspective on how Generation Z envisions travel in an AI-driven world. Unlike previous studies that primarily examine short-term technological adoption in tourism (e.g. AI chatbots, smart hotels or VR experiences), this research explores deeper psychological and sociocultural influences, including climate anxiety, nostalgia-driven travel and AI skepticism. Through the application of GT methodology, this study not only identifies emerging travel behaviors and concerns but also introduces new conceptual frameworks, such as AI detoxification tourism and the paradox of high-tech vs traditional travel preferences.