The debate on sustainable travel has increased in the last few decades, especially with Generation Z (Gen Z), who seem active in all aspects. Gen Z are those born in the period ranging from 1997 to 2012. The cohort primarily focuses on a wide range of issues, mainly social and environmental, which have begun to affect the trends in travel worldwide. In Nigeria, there are indications of the emergence of eco-influencers as frontrunners in fostering eco-friendly travel behaviours that appeal to their fellow youths. This post focuses on what Gen Z has influenced to change in how future travel will be in Nigeria and their role in advocacy, which cuts across various social media platforms.
Understanding What Gen Z’s Want
Photo Credit: Haus von Eden.
Generation Z has the distinction of being the first generation to have the internet and social media as part of their lives from a virtually early age. Such settings naturally influence the way they view the world, and Gen Z is more conscious about global challenges like climate change, social injustice, etc. Studies show that the current generation is more particular about experiences rather than things and wants to change the world positively, even through their travel.
Travel and Tourism Towards Sustainability
Research shows that Gen Z travellers are 3 times more likely to do voluntary work during a vacation than their predecessors. Thus, they focus on sustainable places to stay, including local fulfilment and performing environmentally friendly tourism. Natural endowment and cultural differences are common in Nigeria, and this generation is demanding sustainable tourism that will enhance the heritage of natural and cultural resources.
The Rise of Eco-Influencers
Eco-influencers are citizens who foster sustainable behaviours within their environment through social media outreach. In Nigeria, such influencers are mostly young tourists who create blogs, IG accounts, TikTok accounts, and YouTube channels. They showcase environmentally aware attractions, travelling advice, and local organisations, most of which aim to conserve the environment.
Eco-Influencers and the Evaluation of Key Characteristics
Authenticity
It is also evident that Gen Z is looking for a genuine influencer persona. Eco-bloggers usually tell the audience about their experiences, achieving specific objectives despite facing diverse issues and challenges. This transparency makes followers trust their leadership and feel more compelled to do so.
Engagement
Eco-influencers regularly encourage the audience’s participation by replying to comments, conducting live sessions, and cooperating with other eco-influencers or companies with similar concerns. This interaction fosters the creation of a community that promotes sustainable travel.
Educational Content
Many of these eco-influencers overlook the purpose of passing information regarding environmental conservation to the traveller community. They offer valuable advice on minimising carbon emissions throughout the country and other terrains—from the coastal areas of Lagos to the wildlife parks in the northern region.
How Gen Z is Promoting Sustainable Travel in Nigeria
Photo Source: Fortune.
1. The work done by Ban Ki-moon and Moon Chung-sik presents local experiences as the only viable strategy for addressing global issues. Hence, today’s generation of travellers, especially Gen Z, seek experiences that engage the locals. These green influencers encourage travellers to stay with locals, be guided by the travel destinations’ residents, and engage in a cultural interchange that supports the local economy with small environmental costs. Thus, including these experiences in social media encourages people to select options to help local businesses rather than huge companies.
2. Eco-Friendly Accommodations
In this regard, as environmental awareness increases, different eco-influencers recommend eco-friendly accommodation, such as natural lodges that use renewable energy or eco-hotels that use strategies for minimising waste products. They frequently share their experience and opinions of a particular place, and their followers use them to decide where to stay when travelling.
3. Promoting Sustainable Tourism Behaviour
Generation Z also needs to be informed about sustainable ways of travelling, and this can best be done by eco-influencers. They encourage basic measures like avoiding poly bags, honouring the space of wildlife, and contributing to conservation during tours. Thus, by informing others of their commitments to such practices, they encourage others to embrace similar practices, such as using a reusable water bottle or cleaning up the beach.
4. Using Social Media to Increase the Awareness
Apps like Instagram and the new trending TikTok can be seen as popular means of promoting sustainable tourism by eco-blogging travel influencers. By posting attractive material like the beautiful scenery of Nigeria, repulsive images of Nigeria’s stunning landscapes, or stylised videos that depict local Nigerian vibrant cultures, they grab the attention of fellow Gen Zs within the travel scope and influence them to travel sustainably.
5. The Use of Technology for Sustainable Tourism
Technology greatly influences Gen Z’s travel choices. Fortunately, this generation has access to smartphones that can provide detailed information regarding places, hotels, and attractions that practice sustainable tourism.
The Role of Technology in Promoting Sustainable Eco-friendly Travels
As we know, travel has embraced immense changes, hence technology’s place in sustainable travel. Technology has a significant influence on the travel decisions made by Gen Z. This generation has the advantage of smartphones, which makes it easier for them to search for places to visit, places to stay, and what to do that considers the sustainability aspect.
Mobile-Friendly Platforms
Some travel organisations have been keen to note some mobile-optimized solutions and Gen Z travellers’ preference for easy-to-use digital solutions. Mobile applications that inform consumers about environmentally friendly hotels and other services and let consumers book sustainable tours are increasingly being used by the younger generation of consumers who are conscious of social utility and the cost-saving aspect of sustainable consumption.
Online Communities
Internet sites also enable conversations on responsible behaviour among Gen Z tourists in Nigeria. Facebook groups and forums help people exchange tips, experiences, and recommendations for environmentally friendly travelling in the country.
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Limitations Facing Gen Z’s Ability to Promote Sustainable Ecofriendly Travel in Nigeria
While Gen Z is making significant strides in promoting sustainable travel in Nigeria, challenges remain:
1. Infrastructure Limitations
Some areas in Nigeria still lack the right facilities to support the enhanced growth of sustainable tourism-related projects. This has been realised through poor waste management infrastructure and the rarity of renewable power sources.
2. Awareness Gaps
However, more targeted awareness-raising campaigns regarding sustainable tourism are still needed for both travellers and local stakeholders.
3. Economic Factors
Sometimes, the prices of green products available to tourists may prove too high due to business cost considerations. Companies must show ways and means to offer sustainable options for consumption at a cheaper price.
Conclusion
Increasingly, as eco-influencers emerge within Nigeria’s travel context, they inform how the youngest generation approaches sustainable tourism. This generation’s voluntary practice of sustainable tourism, awareness of avoidable negative impacts on the visited countries, and protection of cultural heritages make it the pioneer of sustainable tourism.
Besides entertaining their fellow generation via social media appearances and sharing educational content, eco-influencers evoke change among peers and businesses to change unsustainable consumption trends. Governments, businesses, and, mainly, the communities need to engage this influential generation to develop an environment that will encourage sustainable tourism development across Nigeria.
In that way, we allow the generations to experience and enjoy the complexities of Nigeria’s terrains and cultures for many more years.
