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GEN-Z en ALPHA GENERATION

Burgundy. A region where traditions meet the beauty of the countryside, where wine, culture and gastronomy reign supreme. For Generation X, today's second-home buyers, living in France is often a dream come true. But how does the younger generation - Gen-Z (born between 1997 and 2012) and Alpha (born from 2013) - view Burgundy? Although they are now often still passengers in their parents' or family's decision, they are an important group to which we would like to pay more attention in this article. What attracts these younger generations to Burgundy? And why is this region so perfect for slow travel and slow living trends?
Getting to know the GEN-Z en ALPHA GENERATION
The value of slow living
Whereas previous generations often sought status and quick successes, Gen-Z and Alpha prioritise slow living: a conscious lifestyle that focuses on peace, connection and well-being. Burgundy fits this perfectly. Think of the quiet villages where time seems to stand still. The local markets with fresh produce, where contact with the farmer is as valuable as the produce itself. But also cooking a meal together, with ingredients you picked yourself or bought from a local grower.

On social media platforms, Burgundy is seen as the place where these generations can escape the constant pressure of social media and online expectations. The vistas, the castles, sleepy villages, the authenticity of this region is what appeals to generations. All ingredients that emphasise slow living.

The appeal of slow travel
For Generation Z and Alpha, travelling means more than just visiting popular tourist attractions. These younger generations appreciate slow travel: travelling at a leisurely pace where authenticity and immersion in the local culture are key.
Burgundy invites you to leave the hustle and bustle of everyday life behind and really experience the surroundings. Gen-Z and Alpha prefer activities that bring them closer to nature and local culture. Think relaxed bike rides along the famous vineyards, kayaking, or hiking through the vast hills dotted with picturesque villages. They are not guided by the urge to tick off as many places as possible, but choose meaningful experiences that connect them to the environment.
Accommodation also plays an important role. For Gen-Z and Alpha, an overnight stay in an authentic castle, a charming gîte or a sustainable hotel in Burgundy is a highlight of their trip. These accommodations offer not only comfort, but also a unique opportunity to experience the region's rich history and charm.
Social media plays a big role in how these generations experience Burgundy. Videos and photos of the peaceful landscapes, atmospheric markets and authentic eateries perfectly convey the appeal of slow travel in the region. Platforms like TikTok and Instagram are full of stories of these generations inspired by the slow rhythms of Burgundy life.


In 2023, the following locations in Burgundy were the most tagged on TikTok, thanks to their photogenic charm and unique appeal:
1. Beaune: Burgundy's wine capital is known for its historic Hospices de Beaune and vibrant wine culture. Perfect for videos of atmospheric vineyards and tastings.
2. Dijon: With its rich history, famous mustard, and impressive architecture, Dijon remains a favourite among TikTok users.
3. Abbey of Cluny: This beautiful medieval abbey is often highlighted for its historical and architectural splendour.
4. Vézelay: This UNESCO World Heritage Site with the Basilica of Mary Magdalene is loved for its spiritual and cultural value.
5. Château de Cormatin: A fairytale castle with lush gardens, ideal for romantic and creative videos.
Source: TikTok
These locations highlight Burgundy as a destination for ‘slow living’ and ‘slow travel.’

Sustainability and authenticity
Both slow living and slow travel go hand in hand with sustainability, which is a key theme for Gen-Z and Alpha. These generations are more aware than ever of the impact of their choices on the world. You can therefore also see a shift from visiting hotspots and big cities like Paris or Nice, to more rural areas like Burgundy.

Although Gen-Z and Alpha are not yet direct buyers, they are helping determine how Burgundy is experienced and passed on. They bring with them new values - from slow living to sustainability - that only make this region more relevant in our rapidly changing world.
At France4U, we understand that buying a property in Burgundy is an investment in a lifestyle, not just a place. By taking into account what attracts younger generations, you can not only enjoy your second home, but also create an environment that is attractive to your children and grandchildren.



Vendors:
Burgundy is attracting more and more international buyers, but so younger generations are also looking at the region with admiration. Want to sell your property? Let us help you market your home in the best possible way for both current and prospective buyers.
Fill in your details via this link and receive personal advice on how to make your property attractive to a wider target group.

Sources consulted: A Tour France / Think with Google / TikTok / Instagram