• Analysis by ABTA reveals that 12% of individuals are influenced by TV exhibits and movies when planning their journeys, a quantity that will increase to 22% amongst Gen Z.
• The rising curiosity in locations showcased in fashionable media drives consideration and bookings to journey brokers and tour operators.

ABTA‘s newest analysis signifies that round 12% of individuals are influenced by TV exhibits and movies when planning their holidays. This development is especially robust amongst Gen Z, the place this determine will increase to 22%. This phenomenon, often known as the ‘seen-on-screen’ impact, drives inquiries and bookings for locations highlighted in fashionable media.

Thailand is anticipated to profit from this development, because the third season of the favored TV present «White Lotus», filmed primarily in Bangkok, Phuket, and Ko Samui, is at present airing. In consequence, Asia, normally, is predicted to see an inflow of UK guests this yr. In accordance with ABTA’s Journey Tendencies for 2025 report, 11% of individuals plan to go to Asia by the tip of this summer season, up from 9% the earlier yr.

The surge in curiosity in Asian locations has been additional boosted by different hit exhibits like «Race Throughout the World,» which featured contestants traversing six Asian nations. Different exhibits, akin to renovation packages in Italy and Spain and travelogue sequence set in Florida and the Caribbean, have additionally sparked curiosity in these locales.

ABTA’s Director of Communications, Graeme Buck, encourages anybody impressed to journey by their favourite TV exhibits or movies to e book by a journey agent for tailor-made recommendation and extra safety. Regardless of rising discussions round AI as a supply of vacation inspiration, ABTA’s analysis signifies that TV and movies have a extra vital affect.