The ABCs of Bringing Gen Z to IRC

Every generation has its own unique characteristics, which can make it easier to identify its members when marketing age-related products or services. This is seen on a daily basis in print publications and televisions ads as companies look to target a younger demographic with baby products, and commercials with older actors that extoll the benefits of retirement. While marketing products and services may seem fairly easy—based on statistics of what is deemed necessary by different generations—other statistics can offer insight into how different generations are choosing to spend their money on things like weddings and vacations.

In Indian River County (IRC), marketing experts looking to attract more Generation Z tourists and dollars are simply using their ABCs—Appealing weather, Beautiful location, and Cost-effective options—to achieve success.

Based on statistics for 2025 thus far, Generation Z includes approximately 69 million people in the U.S. that were born between 1997 and 2012, who are now age 13-28. Looking at this demographic group, companies must consider both ends of the financial spectrum: the limited income of teenagers still in school working part-time jobs, as well as college graduates with degrees who have entered the full-time work force and are establishing their financial habits. Luckily for companies focused on the members of the Gen Z age range, there is another factor marketers have to consider – the generous parents of Gen Z members, who may still be actively contributing to the daily needs and monthly finances of their dependent and/or adult children.

With this in mind, Indian River County tourism officials are to eager to attract more members of Gen Z and their families to IRC as an idyllic destination location for a wedding or family vacation. Within the Gen Z demographic, trends evidence that its members want to travel more often, and are focused on having fun with spontaneous or planned experiences that offer a certain amount of value and the opportunity to create memories that will last a lifetime. Similarly to Gen Z, Millenials—who were born between 1981 and 1996 (currently 29-44 in age) and represent approximately 74 million people in the U.S.—also want to travel more with planned experiences organized in advance. However, as Millenials look to travel, they are also looking for luxury and value as well, and are eager to save a buck or two whenever they can.

For IRC businesses looking to convert Gen Z to Gen $$$, local financial experts suggest companies focus on all-inclusive experiences for the best marketing of IRC. As an example, for Gen Z couples planning an IRC wedding, options that may appeal the most may include event packages with services beyond the usual a la carte options that provide one-stop convenience. As a vacation destination, families with Gen Z members may be encouraged to choose IRC by hotels that offer packages and discounts for golf, tennis, or pickleball, as well as beach chair rentals, family-style restaurants, and evening entertainment suitable for all family members.

Among the many marketing options for Indian River County, one that should not be forgotten is the year-round appeal of the weather. For both the Gen Z demographic and their extended families, perhaps the best way to increase tourism to IRC is to simply remember that no matter what the reason, IRC is the perfect destination in any season.

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