Beyond the Generation Z Label: Cross-Country Heterogeneity in Sustainable Tourism Choices and Destination Marketing

Generation Z is increasingly treated as a relevant market segment for sustainable tourism, yet generational membership may conceal heterogeneity in the conditions surrounding tourism choice. This study examines selective cross-country heterogeneity within Generation Z and considers its implications for destination marketing and market segmentation. A quantitative cross-sectional survey was conducted among 460 Generation Z respondents from Romania (n = 244) and Portugal (n = 216) between January and February 2026. The analysis covered sustainability awareness and environmental concern, pro-environmental tourism behaviours and travel preferences, economic considerations, digital information behaviour and social influence, and perceptions of sustainable tourism opportunities and future relevance. Country differences were assessed using Pearson’s Chi-square and Mann–Whitney U tests, with effect sizes and Holm-adjusted p-values. The results reveal substantial convergence between the two samples, while cross-country heterogeneity was selective rather than pervasive. After adjustment for multiple comparisons, significant differences remained for willingness to pay more for sustainable tourism alternatives, perceived availability of sustainable tourism options and primary tourism information sources; these associations also remained significant in robustness analyses controlling for age, status and travel frequency. Portuguese respondents reported a substantially greater willingness to pay more for sustainable tourism alternatives and more frequently perceived sufficient sustainable tourism options. The findings support a layered interpretation of segmentation in which broadly shared generational sustainability orientations coexist with selective market-specific heterogeneity. For destination marketing, this supports combining shared sustainability positioning with market-specific approaches to pricing, offer visibility and communication.