Is Generation Z ready to fly into the space? The future of tourism is coming

•Commercial space travel is the future step for intrepid travelers•Young adults will have the chance to live this experience when it will be available to a broader public•Little is known about young adults interest and motivation for undertaking a space adventure•The results show high interest in living a space experience and a great willingness to pay for some of the young adults•The paper gives insights on relevant elements to engage young generation through new marketing strategies