Townsizing is a growing travel trend that emphasizes cozier, smaller destinations with laid-back vibes, comforting nostalgia, and a leisurely pace. Travelers seeking low-key vacations prefer lesser-known spots over crowded hotspots to feel more relaxed and refreshed. Younger travelers, including millennials and Gen Z, increasingly pursue unique, immersive experiences and aim to create their own travel traditions by taking less-traveled routes and discovering places their peers may not frequent. Townsizing does not require avoiding big cities entirely; travelers can seek niche, lower-key neighborhoods or experiences within larger urban areas to achieve a more intimate, unhurried vacation.
While I hadn't had a name for it, townsizing is something I've been doing for a while. And according to Priceline's 2025 Travel Trends Report, it's a verified travel trend many have been gravitating toward. "Travelers are choosing cozier destinations and the laid-back vibes of small towns packed with comforting nostalgia and a leisurely pace," the report reads. Think of it as downsizing your vacation.
It's also a concept that younger generations are turning to during their time off. Dulani Porter is a travel strategist and partner at SPARK, a creative agency that represents tourist destinations across the U.S., and she says millennials and Gen Zers crave unique, immersive travel experiences. "Unlike their parents' generation, they want to carve out their own travel traditions, and much of that means taking the road less traveled and seeking out places and experiences that their peers may not have," she says.
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