Move over Ibiza. According to a recent study, more young travellers are abandoning boozy trips with their mates for enriching getaways to these lesser-hyped destinations
It appears hedonistic party holidays are falling out of favour among both Gen Z and Millennials. According to new research, they would much rather be “horse riding with the boyz” in the central Asian steppe instead.
Countries like Mongolia and Uzbekistan may not fall under the average Brit’s radar when planning their next getaway. (Some may even be scratching their head and wondering where they are.) But based on research by the hospitality brand, Generator , these are some of the most popular up-and-coming destinations for 20-44-year-olds.
In a survey of over a thousand British holidaymakers, 26% of Gen Z and Millennials said that the party paradise island of Ibiza was overrated. Which, given its recent issues with over tourism and jacked up drink prices, probably isn’t too surprising. Similarly, 15% also considered Thailand, which has seen a surge in popularity thanks to White Lotus, to be overhyped.
So, where are they going instead? Fascinatingly, a growing number are opting for a completely “off the beaten track” trip. Almost 10% of those surveyed said they were considering Mongolia as a destination, and a further 5% are setting their sights on the ex-Soviet state of Uzbekistan.
It might seem weird, but when you delve into the overarching travel trends, the move towards less traditional holidays makes sense. Since the pandemic, the travel sector has exploded, with more Gen Z than ever splashing the cash on extensive getaways. According to the 2025 SOTI report, Gen Z spend an average of $11,766 (£9,088) per trip – more than any other generation.
What’s more, they are also prioritising experiences. According to a recent report by Ibis and Globetrender, young holidaymakers are craving more immersive, “under the radar” trips – which the relatively underdeveloped and flora rich landscape of central Asia can offer.
Of course, you can’t overlook the influence of #traveltok either. According to Stuart Flint, TikTok’s Head of Global Business Solutions for Europe, 71% of European TikTok users are intentionally searching the app for travel content. Meanwhile, an incredible 77% have been inspired to visit a destination from the app.
With this in mind, the Mongolia hashtag currently has over 200K posts, with thousands of clips showcasing the country’s expansive natural beauty. Featuring the alien-esque Gobi desert, swooping valleys and crystal clear lakes, most of the captions include the phrase: “Places that don’t feel real”.
Uzbekistan’s popularity has also been driven by social media, as its historic Silk Road architecture has garnered millions of views online. Its hashtag contains over 2.6 million posts, filled with photo compilations of ancient cities like Samarkand, Bukhara and Tashkent. Plus, as of 2024, it is ranked the third-cheapest country out of 17 popular Asian destinations.
They’re not the only central Asian countries drawing attention, either. Their little-known neighbour Kyrgyzstan has also been increasingly featured in the algorithms, advertised as an untethered escape into nature. Most frequently, the videos showcase a group of friends riding horses across the steppe, with one popular clip featuring the caption: “Horse riding with the boyz”.
The appeal isn’t too hard to see. They’re cheap, not oversaturated and culture-rich. But the hike in popularity of these unlikely destinations may also speak to a deeper desire among younger travelers to have a unique experience. With the entire world a mere swipe away on our phones, the concept of the hidden gem is losing its meaning.
Annajane Guzel, global director of brand marketing at Generator and Freehand Hotels, offered her insights: “Young travellers are seeking destinations that offer something truly unique – prioritising culture, authenticity, and meaningful experiences over the traditional party circuit.”