By Eliza Trent, Lifestyle Editor
A growing number of Generation Z travelers are swapping skyscrapers for steeples as they embrace a new vacation style dubbed “townsizing.” Favoring cozy main streets, charming bed-and-breakfasts, and serene outdoor escapes, Gen Z is increasingly turning away from bustling cities in favor of America’s picturesque small towns.
This shift in travel preference isn’t just anecdotal—it’s a defining movement. Surveys indicate that over two-thirds of Gen Z travelers now favor destinations offering intimate experiences, local culture, and natural beauty over high-rise hotels and jam-packed urban itineraries. For them, the draw of big cities is giving way to the lure of character-rich towns brimming with authenticity.
What is Townsizing?
Townsizing refers to the choice to travel to smaller, lesser-known towns instead of large metropolitan areas. It’s a play on “downsizing” and reflects a conscious decision to slow down and savor the subtle pleasures of travel—walkable streets, scenic landscapes, local diners, and friendly communities.
For Gen Z, many of whom came of age during global upheavals and digital saturation, this form of travel offers peace, affordability, and a refreshing sense of groundedness. It aligns with a broader lifestyle shift toward intentionality and sustainable living.
Where They’re Going
Among the most favored towns are:
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Old Saybrook, Connecticut – Known for its colonial charm and scenic waterfront views.
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North Wildwood, New Jersey – A coastal gem offering a quieter alternative to big beach cities.
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Cape Cod, Massachusetts – While not unknown, its lesser-visited corners like South Yarmouth provide a more intimate Cape experience.
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Three Rivers, California – A serene gateway to Sequoia National Park, ideal for nature lovers.
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Panguitch, Utah – A historic town surrounded by red rock and starlit skies.
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Ouray, Colorado – Nestled in the Rockies with hot springs and mountain charm.
Each of these towns offers travelers a slower pace, rich history, and the kind of personalized experiences that major tourist hubs can’t replicate.
Why It’s Catching On
Gen Z’s inclination toward townsizing is driven by a few key factors:
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Affordability – Smaller towns often boast lower prices on lodging, food, and entertainment.
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Accessibility – Many are within driving distance from major cities, making weekend getaways simple and cost-effective.
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Authenticity – There’s an increasing desire to connect with places that feel “real,” avoiding the overly commercialized vibe of traditional tourist hotspots.
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Influencer Culture – Travel influencers on platforms like TikTok and Instagram have highlighted towns like Forks, Washington and Carmel Valley, California, showcasing them as idyllic escapes that align with a vintage, aesthetic lifestyle.
For many young travelers, the goal is not to check off landmarks, but to immerse in environments that feel like home—just different enough to be rejuvenating.
The Appeal of the “Nancy Meyers” Lifestyle
A defining symbol within this movement is the so-called “Nancy Meyers lifestyle,” inspired by the filmmaker’s iconic cozy, cottagecore settings. Think white-washed cottages, coastal paths, kitchen garden aesthetics, and laid-back mornings at the local bakery.
Gen Z travelers are looking to experience that movie magic in real life. Whether it’s sipping coffee on a porch with a view or wandering through farmers’ markets, townsizing offers that dreamlike appeal. Many book trips specifically to “live like a local” in towns that provide this vibe—often photographing their stays to share with their own social followings.
Shift Toward Purposeful Travel
Townsizing is more than a trend—it’s a reflection of how younger generations view leisure. With priorities shifting toward mental wellness, sustainability, and meaningful connection, Gen Z is redefining what it means to escape.
This trend dovetails with the rise of other travel movements like “Gap Days” (micro-vacations to reset) and “Awayborhoods” (immersive stays in residential communities). All share a common goal: travel that enhances quality of life, rather than exhausts it.
As a result, tourism boards and small-town businesses are taking notice. Towns once overshadowed by their glitzier neighbors are now investing in boutique lodging, curated experiences, and local festivals to draw in this younger, experience-driven demographic.
Looking Ahead
With Gen Z soon becoming the dominant consumer demographic, townsizing could reshape the American travel industry in lasting ways. Expect to see more small towns promoted as top-tier destinations, and greater interest in community-based tourism models.
For now, the message is clear: when it comes to finding joy, serenity, and a touch of cinematic charm, Gen Z is looking to small towns—and loving what they find.
