Tinder is expanding its in-person events globally as part of a strategy to appeal to the Gen Z demographic. The company reported a decline in revenue and user growth but sees potential in real-world experiences to attract singles who are reconsidering online dating.

CEO Spencer Rascoff revealed that nearly half of singles aged 18 to 29 want in-person shared experiences, compared to those on the app. Tinder is capitalising on this trend by partnering with leading event providers and launching events in cities like Los Angeles, San Francisco, New York, Paris, Berlin, Madrid, Barcelona, Milan, Athens, Dublin and London.

Since March, over 60 events have been launched in nine U.S. and European cities, with plans to reach 26 cities by September. The company expects to launch the feature in 75 cities by 2026. According to Rascoff, early signals suggest that events could help shift perceptions and attract non-users.

Match Group’s strategy is to bridge the gap between online digital interactions and real-life connections, potentially offering a more authentic dating experience for younger users who may be turned off by the superficiality of some online interactions. However, this approach also raises questions about the future relevance of online dating apps in an increasingly social media-savvy generation.