TV Shows and Films Inspire Travel Trends, Boosts Hotel and Travel Industry

• Research by ABTA reveals that 12% of people are influenced by TV shows and films when planning their trips, a number that increases to 22% among Gen Z.
• The rising interest in destinations showcased in popular media drives attention and bookings to travel agents and tour operators.

ABTA’s latest research indicates that around 12% of people are influenced by TV shows and films when planning their vacations. This trend is particularly strong among Gen Z, where this figure increases to 22%. This phenomenon, known as the ‘seen-on-screen’ effect, drives inquiries and bookings for destinations highlighted in popular media.

Thailand is expected to benefit from this trend, as the third season of the popular TV show “White Lotus”, filmed primarily in Bangkok, Phuket, and Ko Samui, is currently airing. As a result, Asia, in general, is predicted to see an influx of UK visitors this year. According to ABTA’s Travel Trends for 2025 report, 11% of people plan to visit Asia by the end of this summer, up from 9% the previous year.

The surge in interest in Asian destinations has been further boosted by other hit shows like “Race Across the World,” which featured contestants traversing six Asian countries. Other shows, such as renovation programs in Italy and Spain and travelogue series set in Florida and the Caribbean, have also sparked interest in these locales.

ABTA’s Director of Communications, Graeme Buck, encourages anyone inspired to travel by their favorite TV shows or films to book through a travel agent for tailored advice and additional protection. Despite increasing discussions around AI as a source of holiday inspiration, ABTA’s research indicates that TV and films have a more significant impact.