Almost half of American travelers in a recent study have moved beyond their comfort zones during trips. More than one-third of Gen Z travelers have taken risks to capture compelling images or videos. This study’s findings were shared with Newsweek.
Jordan Bridger, a behavioral scientist, spoke to Newsweek about why young travelers are more inclined to take these risks. He suggested that every viewpoint becomes an audience when viewed through a phone camera. Bridger pointed out that the reputational rewards of capturing a dramatic shot are higher for younger travelers, as platforms reward these images, elevating them to a competitive level.
Gabby Beckford, a travel expert running the Young Travelers Network Facebook group, agrees. She states that a risky photo or video offers attention, status, and opportunities for Gen Z travelers that are less common among older generations. Gen Z is more engaged online, increasing the significance of such risks.
The study aligns with recent incidents where tourists have faced injuries or fatalities at scenic locations. For instance, a 20-year-old died at Silver Falls State Park in Oregon while posing in a restricted area. Another tourist in Croatia sustained injuries after falling from a viewing spot.
The research, conducted by Climbing Kilimanjaro, surveyed 1,013 U.S. adults. It explored how social media shapes travel aspirations, planning, and execution. The study analyzed keywords and hashtags on nearly 24,000 top climbing posts on YouTube, Instagram, and TikTok. Respondents averaged 40 years in age, with millennials composing 50 percent, Gen X 24 percent, Gen Z 21 percent, and baby boomers 5 percent.
Reflecting on the 28 percent who took physical risks for a better photo or video, Bridger suggests it’s more about an audience effect than social media causing recklessness. He referenced a 2005 study in Developmental Psychology, which found that watching peers increased risk-taking in teenagers but not in adults.
Beckford and Bridger jointly argue that social media amplifies an existing tendency for younger individuals to take risks. Bridger noted that the travel experiences inspired 71 percent to consider physically demanding trips, though only 17 percent booked such adventures. He proposes that destinations should be designed for safety, emphasizing secure photo spots over warning signs.
Paromita Pain, a professor at the University of Nevada, Reno, stressed that while the survey highlights age-related risk differences, it doesn’t establish root causes. Platform use, travel experience, and activities pursued may influence behavior.
Shailendra Pratap Jain, a professor at the University of Washington, cautioned against oversimplifying the findings as Gen Z recklessness. He highlighted the fusion of experiencing and documenting in social media culture. Travel experiences become narratives conveyed through photographs and videos.
Jain co-authored a meta-analysis on social media influencers, highlighting their effect on engagement and purchase intentions. Social media now defines travel experiences, providing prescriptive scripts for how destinations should be experienced. The integration of experience documentation and sharing is significant.
Repeated exposure to risk allows exceptional behavior to appear normal. Pain emphasized that the travel industry should recognize the significance of managing such risks. Operators must prioritize educating travelers on social media risks and appropriate behavior prior to trips.
Beckford advised the travel industry to assume each guest as potentially unaware of trip risks. She emphasized clear marketing, signage, and waivers detailing specific risks. When locations become hazardous, clear communication and policy changes are essential.
Pain suggested that promotional content should emphasize the importance of preparation and knowing when to halt an activity. Turning back should be an acceptable outcome of travel stories.
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