Generation Z as a critical question mark for sustainable tourism - An exploratory study in Portugal

PurposeMuch has been speculated about the role that Generation Z will play in achieving more sustainable development. The tourism sector gains a special role in this discussion. On the one hand, tourism, due to its growing importance, has had a significant impact on environmental sustainability. On the other hand, Generation Z will be the largest group of travellers ever in the future. In this context, the objective of the present study is to explore the interest of young Portuguese generation Z in sustainable development goals (SDGs), tourism sustainability (TS) and their pro-environmental habits and how these categories influence the choice of sustainable tourism destination.Design/methodology/approachAn online questionnaire was used to collect data from a sample of 305 young Portuguese. The quantitative analysis was performed with the application of the partial least square (PLS) model.FindingsOverall, the authors found that despite our respondents showing an interest in the SDGs the same interest is not true for tourism. Although most respondents are concerned about choosing a sustainable destination, they do not care about keeping destinations sustainable, nor do they have pro-environmental habits.Originality/valueThis study presents the first evidence of the attitudes, beliefs and pro-environmental habits of Portuguese Gen Zers and their potential contribution to TS.