European cities are buckling under the weight of mass tourism. With 3.05 billion tourist nights recorded, nearly three times the continent’s population, the pressure put on cities and infrastructure is intense.
Spain alone welcomed 94 million foreign tourists in 2024, double the number of people who live there. In Barcelona’s Gothic Quarter, banners hang from balconies with signs reading “Tourists go home”; in Lisbon, the historic Alfama district sees residents closing the streets in protest of rising rents and noise pollution, reflecting the growing discontent among locals.
From Venice’s new visitor taxes to Amsterdam’s limits on cruise ships, cities across Europe are retaliating against overtourism. Once celebrated as drivers of economic growth, travelers are now seen by many as part of an escalating crisis which threatens housing, infrastructure, and local culture.
For new tourism ventures, these protests signal a critical shift: the industry can no longer depend on extractive models that prioritize mass tourism at the expense of social and environmental sustainability. To thrive in this new reality, startups must do more than facilitate travel. Rather, they must reinvest in it.
I spoke with Alper Aydın, Co-Founder & CEO at Tripnly, a startup building an all-in-one travel platform designed to make every trip carbon-neutral by 2030, about how the company is rethinking travel and socializing for Gen Z. We discussed the rise of “soft clubbing,” Tripnly’s mission to create more meaningful, sustainable experiences, and how the app is tapping into a new generation’s desire for connection, balance, and authenticity.
A superapp for a new kind of traveler
Tripnly describes itself as an “all‑in‑one travel platform,” offering tools for every stage of the trip, all with the goal of making travel carbon-neutral by 2030. From planning itineraries and booking experiences to creating and monetizing content (no influencer status is required), Tripnly brings everything together in one place. Its B2B marketplace also connects businesses directly with users via targeted promotions and content offerings.
“In essence, we act as a bridge between our community and our B2B partners to create entirely new travel experiences,” says Alper Aydın, CEO of Tripnly, while in conversation with 150sec. “You can think LinkedIn for professionals, Tripnly for travelers.”
Tripnly is not just about convenience- it aims to reshape the emotional tone of travel for Gen Z. Its motto, “Make every trip count,” reflects a deeper mission: “We believe travel should spark genuine connections, build trust and community, and support emotional well‑being,” Aydın explains.
Soft clubbing & wake up club: redefining the vibe for Gen Z
In an effort to bring their digital community into the real world, Tripnly has begun hosting social events that align with Gen Z’s evolving preferences—spaces that feel more intentional, inclusive, and emotionally grounded than traditional nightlife. Their flagship event series, Wake Up Club, is inspired by the growing soft clubbing movement: a wellness-focused take on going out that favors calm energy over chaos.
Though soft clubbing is the clearest expression of Tripnly’s vision, it offers a more spa-like alternative to the high-energy nightclub scene. Picture spaces bathed in soft light with curated music, specialty coffee, and areas designed for discourse and creative collaboration. “Soft clubbing is all about Gen Z values for mental health, balance, and self-expression, an alternative that’s not about escape but presence,” explained Aydın.
To bring that idea to life, Tripnly and Espressolab Portugal co-hosted Wake Up Club events in Lisbon: mornings filled with music, espresso, and community. The first two events brought in hundreds of attendees, generated tens of thousands of social media impressions, birthed new partnerships, and even attracted investor interest. As Aydın puts it, “We are not doing marketing; we are doing branding. These events create lasting emotional connections that build loyalty and trust.”
A strategic launch in a shifting industry
Tripnly soft-launched on iOS on August 20, 2024, and within two weeks climbed to rank in Portugal’s Apple Store travel category. Backed by €240K in pre‑seed funding- half of its €480K target- it quickly gained momentum. The startup was selected by the Lisbon Mayor’s Office to participate in Web Summit 2024, joined the Startup Lisboa Incubator, and by December 2024 had established its headquarters in Lisbon, alongside its original Istanbul office.
The timing is right: according to Accenture’s 2024 report, 97% of travelers say they want a one-stop, integrated travel superapp. Tripnly delivers on that demand by combining planning tools, AI-powered features, community-driven events, and sustainability targets. With a growing network of B2B partners and a user base centered on Gen Z and millennials, the company is positioning itself not just as a platform, but as a movement in travel.
A solution rooted in Gen Z values
Tripnly reflects a shift in how younger travelers approach tourism. By organizing low-key social events, encouraging cultural exchange, and offering tools for travelers to document and share their journeys, the platform caters to Gen Z’s focus on meaningful connection and conscious travel. In places struggling with the pressures of mass tourism, Tripnly offers a quieter, more personal approach. For many in this generation, it’s less about ticking off landmarks and more about how travel fits into their broader values and lifestyle.
