This chapter examines the perceptions and level of awareness of Generation Z (Gen Z), also known as ‘post-Millennials’ and ‘Centennials’ among others. The results obtained are compared with their previous cohort, Generation Y (Gen Y), also known as Millennials. The role this generation has to play in the future of tourism and sustainable development has been the subject of recent interest among academics and practitioners. However, there is a need for studies that investigate Gen Z’s sustainable behaviours and practices in the field of tourism. To provide an answer to this question, this research work is based on a quantitative approach. A sample of 266 Spanish individuals was collected. The data were collected between February and March 2022. The results show that Millennials and Gen Z are aware of the role they have to play when it comes to responsible tourism. Thus, there are certain differences between Gen Z and its predecessor. Gen Z also shows a greater commitment towards responsible practices. As a matter of fact, it is observed that individual profiles have an impact on this relationship. At the same time, although this generation has made progress towards sustainable development, there are still challenges to be faced to achieve responsible and sustainable tourism practices.

This chapter examines the perceptions and level of awareness of Generation Z (Gen Z), also known as ‘post-Millennials’ and ‘Centennials’ among others. The results obtained are compared with their previous cohort, Generation Y (Gen Y), also known as Millennials. The role this generation has to play in the future of tourism and sustainable development has been the subject of recent interest among academics and practitioners. However, there is a need for studies that investigate Gen Z’s sustainable behaviours and practices in the field of tourism. To provide an answer to this question, this research work is based on a quantitative approach. A sample of 266 Spanish individuals was collected. The data were collected between February and March 2022. The results show that Millennials and Gen Z are aware of the role they have to play when it comes to responsible tourism. Thus, there are certain differences between Gen Z and its predecessor. Gen Z also shows a greater commitment towards responsible practices. As a matter of fact, it is observed that individual profiles have an impact on this relationship. At the same time, although this generation has made progress towards sustainable development, there are still challenges to be faced to achieve responsible and sustainable tourism practices.