Abstract
This paper aims to provide a comprehensive analysis of Chinese Gen Z in trip planning to long-haul European destinations. The participants were recruited via social media in March 2024. Interviewees were collected through purposive sampling based on the criteria set ahead: 1) Chinese Gen Z – those born between 1995 and 2010; 2) plan to undertake the first trip to Europe; 3) travel on their own instead of travelling in a package tour. This study follows the five main steps of photo elicitation interviewing. The results provide useful implications for research and industry alike.