From seaside holidays scented with coconut sunscreen to familiar road-trip pit stops, younger travellers are increasingly returning to destinations that shaped their childhoods.
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Known as “nostalgia travel”, the trend is gaining momentum globally as Millennials and Gen Z seek comfort, connection and meaning through familiar places.
Recent international research highlights the scale of the shift. A UK study found that 82% of Gen Z travellers and 75% of Millennials have revisited destinations from their childhood holidays. More than half of Gen Z travellers aged 18 to 24 have returned with their parents, while one in three Millennials are now taking their own children back to the places where their earliest travel memories were formed. For both generations, family summer holidays remain among their most treasured experiences.
South Africa mirrors this global movement. Domestic travellers are rediscovering beloved holiday towns, retracing familiar routes and revisiting long-standing local favourites as they look to reconnect with meaningful moments from the past.
According to Corné Alberts, National Marketing Manager at ANEW Hotels & Resorts, the shift is increasingly visible. Guests are intentionally choosing destinations tied to personal history, she explains, returning to relive memories while introducing those same experiences to a new generation.
Memory triggers everywhere
Digital photo libraries and social media reminders are constantly resurfacing moments from past holidays. Old family snapshots and videos act as emotional prompts, inspiring travellers to revisit destinations that once defined carefree childhood experiences. This time, however, they return as planners and parents themselves.
A bridge between generations
As modern life grows busier and more digitally saturated, younger travellers are seeking deeper connection through shared experiences. Revisiting places loved by their parents creates a sense of continuity, allowing multiple generations to experience the same destination through different perspectives.
Comfort in the familiar
Economic pressures and rising travel costs are also influencing decision-making. Returning to a known destination reduces uncertainty. Travellers already understand the journey, the atmosphere and what to expect, making holiday planning feel less risky while offering dependable value.
Old favourites, refreshed experiences
Many South African holiday destinations have evolved to meet contemporary expectations. While the essence of these locations remains intact, upgraded accommodation, improved facilities and modern dining experiences are giving classic getaways a renewed appeal.
Creating new traditions from old memories
Nostalgia travel is also driving a rise in multigenerational holidays. Baby Boomers and Gen X travellers are returning alongside adult children and grandchildren, while Millennials and Gen Z increasingly take the lead in choosing destinations rooted in their own childhoods. The result is a blend of past and present that strengthens family bonds and turns shared memories into new traditions.
Ultimately, nostalgia travel reflects a broader shift in how younger generations define meaningful travel. The destination may be familiar, but the experience feels entirely new.
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