Beyond “nonna-maxxing”: Gen Z, millennials embracing "roots travel," says Flight Centre

A growing desire among younger travellers to slow down, connect with older generations and explore their heritage is influencing how Canadians think about travel, according to new data from Flight Centre Canada.

The trend follows the rise of “nonna-maxxing,” a viral social media movement celebrating the slower-paced lifestyles and traditions of Italian grandmothers.

It has also fuelled interest in so-called “grandma tourism,” which sees travellers seek out classes, tours and experiences led by older women.

Now, Flight Centre Canada says that same appetite for connection is extending to “roots travel” – trips centred on family history, ancestry and cultural heritage.

According to a survey conducted by YouGov, 84 per cent of Gen Z Canadians and 87 per cent of millennials are interested in taking a roots-focused trip. More than half – 51 per cent of each generation – also say this type of travel is more important to them now than it was a year ago.

“A faded photo, an old address or story shared at a family gathering can suddenly come to life when you’re standing in that place yourself,” said Anita Emilio, executive vice president of Flight Centre Canada, in a press release. “Roots travel turns family history into something you can see, experience and share with the people who remember it.”

Connecting Canadians with their roots

Flight Centre says the trend has particular relevance in Canada, where family histories often span multiple countries, cultures and generations.

The most recent Canadian census recorded more than 450 ethnic or cultural origins. It also found that more than 8.3 million people, or 23 per cent of the population, were landed immigrants or permanent residents – the largest proportion since Confederation in 1867.

“Canada has been shaped by generations of immigrants,” Emilio said. “When families return to the place of their ancestors, it gives younger generations the chance to ask questions while older family members can still fill the gaps.”

The interest also dovetails with a broader appetite for multigenerational travel.

An earlier global survey from Flight Centre found that 79 per cent of Gen Z and 80 per cent of millennials have travelled, or would consider travelling, with multiple generations of their family.

Among younger Canadians interested in heritage trips, learning about family history is a major motivator, cited by 57 per cent of Gen Z and 61 per cent of millennials.

Understanding cultural identity was cited by 52 per cent of Gen Z and 61 per cent of millennials, while 49 per cent and 53 per cent, respectively, want to visit ancestral places or regions.

Strengthening family bonds was identified by 42 per cent of both generations.

Barriers remain

While interest is high, planning a roots-focused journey isn't necessarily straightforward.

Nearly nine in 10 Gen Z and millennial respondents said they face barriers when planning this type of trip.

Cost is the biggest obstacle, identified by 48 per cent of Gen Z and 51 per cent of millennials.

Limited time to research and plan was cited by 21 per cent of Gen Z and 20 per cent of millennials. Meanwhile, 19 per cent of Gen Z and 24 per cent of millennials said they don't know where to start.

Coordinating a multigenerational trip is another challenge, affecting 16 per cent of Gen Z respondents and 18 per cent of millennials.

“Just because three generations are travelling together doesn’t mean they want the same trip,” said Emilio. “A grandparent might want to find where family is laid to rest; mom wants to understand where she came from; a teenager might want a restaurant and Wi-Fi.”

“To make sure everyone gets something out of the trip means balancing different interests, attention spans, energy levels and mobility needs. Three generations may share the same family story, but they won’t experience the trip the same way.”

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