Forget the usual bucket-list destinations. A growing number of travellers are now seeking holidays that transport them back to the 1990s and early 2000s, a trend dubbed "Y2K Travel." According to new research from GetYourGuide, 65% of millennials say they travel in search of "simpler times," and the nostalgia for that era is becoming a defining force in the travel industry.
The trend is not limited to millennials. The study found that 71% of both Gen Z and millennials are interested in booking a '90s or '00s-inspired experience. The appeal lies in revisiting locations from beloved films, TV shows, and music, with 65% of respondents saying that reliving a childhood memory by visiting a pop culture site would be the ideal trip.
Interestingly, one in three surveyed expressed a desire to experience a time before smartphones and constant internet access—a kind of digital detox that feels increasingly rare. Anne Wallin, GetYourGuide's trend forecaster-in-chief, explains: "Travel has always been about escape, and right now we see millennials and Gen Z using it to escape into the past, to a feeling instead of just a place. They're stepping into spots they only watched from the sofa, replaying songs they once burned onto CDs, or spending a weekend where no one can reach them. Y2K Travel looks different for everyone, but it's really about being present somewhere that once meant everything to you."
From Rome to Tokyo: Y2K experiences on offer
One of the most iconic Y2K pop culture references is Lizzie McGuire, the Disney character played by Hilary Duff from 2001 to 2004. In The Lizzie McGuire Movie (2003), the American teenager is mistaken for an Italian pop star, tours Rome on a Vespa, and performs "What Dreams Are Made Of" at the Colosseum. In Rome, guide Kerem Dikman launched a Lizzie McGuire-themed Vespa tour in January, and it has proven immensely popular, with bookings already coming in for next year. "The tour is particularly popular with millennial women," Dikman says. "They imagined themselves on that Vespa as kids when they watched Hilary Duff. Now they're making the dream come true."
For those who prefer a different kind of nostalgia, New York City offers a Sex and the City locations tour, taking visitors to Tiffany & Co., the Bethesda Fountain in Central Park, and Magnolia Bakery on Bleecker Street, where the characters famously enjoyed banana pudding. The tour also passes by Carrie Bradshaw's West Village apartment.
Barbie fans can step into her pink world at the Barbie The Dream Experience in Amsterdam. This 90-minute immersive journey takes visitors through 12 zones spanning six decades of Barbie history, culminating in a full-size DreamHouse. It's a trip down memory lane, just with a lot more pink.
Tokyo's Akihabara district is the setting for a Nostalgic Anime and Retro Gaming Adventure. Participants hunt for vintage games, battle in old-school arcades, and visit a Maid Café, offering a comprehensive dive into Japan's retro gaming culture.
Manchester, a city synonymous with the '90s and '00s music scene, is another hotspot. A music-themed walking tour explores landmarks like the Hacienda and locations tied to Oasis, the Stone Roses, and the "Madchester" movement. The 105-minute tour is a crash course in the city's musical history, complete with basslines and bucket hats.
For those seeking a more profound escape, GetYourGuide offers a three-day Sahara Desert Digital Detox in Tunisia. With little to no phone signal, travellers can disconnect from notifications and endless scrolling, surrounded by vast desert landscapes—a true chance to switch off.
The Y2K travel trend reflects a broader desire for meaningful experiences, a theme echoed in recent travel priority shifts. As travellers increasingly seek authenticity, nostalgia offers a powerful pull. Whether it's reliving childhood memories or simply unplugging, the past is proving to be a compelling destination.
