The ‘seen-on-screen’ effect: TV and film tempting one in eight people to travel
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dhewitt@abta.co.uk Mon, 02/24/2025 - 08:00
ABTA’s latest research shows that around one in eight people (12%) are taking inspiration from TV shows and films when planning their next trip, which rises to over one in five (22%) Gen Zers1.
The ‘seen-on-screen’ effect is helping to drive enquiries and bookings to ABTA’s travel agent and tour operator members for destinations or locations which have recently appeared in popular TV shows and films.
ABTA predicts that Thailand could be the latest beneficiary, with the third season of White Lotus now airing weekly until early April and filmed primarily in Bangkok, Phuket and Ko Samui.
Asia in general is set for an influx of visitors from the UK this year, with ABTA’s Travel Trends for 2025 report showing that 11% of people are planning to go there by the end of this summer, up from 9% the year before.
This pique in interest was no doubt boosted by other hit programmes over the past year, such as series four of Race Across the World which saw contestants chart various routes through six Asian countries from Japan to Indonesia.
Other recent examples of shows delivering a dose of holiday inspiration include Amanda Holden and Alan Carr’s renovation programmes in Italy and Spain, Alison Hammond’s Florida Unpacked and Clive Myrie’s Caribbean Adventure.
ABTA’s Director of Communications, Graeme Buck, said:
“Beautiful locations and incredible holiday experiences from shows like The White Lotus and Race Across the World deliver a weekly nudge that we could be doing something just as amazing on our next holiday too.
“And although many are now talking about AI as a growing source of holiday inspiration, our research shows that TV and film are having much more impact.
“We’d encourage anyone inspired to travel by their favourite TV shows or films to book through a travel agent, as they can advise on the best time to visit, tailor-make your travel itinerary to suit your interests and budget, and arrange it all as a package for an extra layer of protection.”
Notes to editors
1Statistics cited in this release are from ABTA’s annual Holiday Habits survey to find out how people travelled in the 12 months prior and what their travel plans are for the year ahead. The research is carried out each summer with a nationally representative sample of 2,000 UK adults by The Nursery Research and Planning, with the latest survey taking place from 24 July to 2 August 2024.
About ABTA
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
Full Page image
dhewitt@abta.co.uk Mon, 02/24/2025 - 08:00
ABTA’s latest research shows that around one in eight people (12%) are taking inspiration from TV shows and films when planning their next trip, which rises to over one in five (22%) Gen Zers1.
The ‘seen-on-screen’ effect is helping to drive enquiries and bookings to ABTA’s travel agent and tour operator members for destinations or locations which have recently appeared in popular TV shows and films.
ABTA predicts that Thailand could be the latest beneficiary, with the third season of White Lotus now airing weekly until early April and filmed primarily in Bangkok, Phuket and Ko Samui.
Asia in general is set for an influx of visitors from the UK this year, with ABTA’s Travel Trends for 2025 report showing that 11% of people are planning to go there by the end of this summer, up from 9% the year before.
This pique in interest was no doubt boosted by other hit programmes over the past year, such as series four of Race Across the World which saw contestants chart various routes through six Asian countries from Japan to Indonesia.
Other recent examples of shows delivering a dose of holiday inspiration include Amanda Holden and Alan Carr’s renovation programmes in Italy and Spain, Alison Hammond’s Florida Unpacked and Clive Myrie’s Caribbean Adventure.
ABTA’s Director of Communications, Graeme Buck, said:
“Beautiful locations and incredible holiday experiences from shows like The White Lotus and Race Across the World deliver a weekly nudge that we could be doing something just as amazing on our next holiday too.
“And although many are now talking about AI as a growing source of holiday inspiration, our research shows that TV and film are having much more impact.
“We’d encourage anyone inspired to travel by their favourite TV shows or films to book through a travel agent, as they can advise on the best time to visit, tailor-make your travel itinerary to suit your interests and budget, and arrange it all as a package for an extra layer of protection.”
Notes to editors
1Statistics cited in this release are from ABTA’s annual Holiday Habits survey to find out how people travelled in the 12 months prior and what their travel plans are for the year ahead. The research is carried out each summer with a nationally representative sample of 2,000 UK adults by The Nursery Research and Planning, with the latest survey taking place from 24 July to 2 August 2024.
About ABTA
ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. We’re the largest travel trade body, with over 4,300 travel brands in membership who have a combined annual UK turnover of £40 billion. We work closely with our members to help raise and maintain standards and build a more sustainable travel industry, and provide travellers with advice, guidance and support.
Our members sign up to a code of conduct and commit to agreed service standards and fair trading. When you need clear travel information, and accurate and impartial advice relating to your trip, we’re here for you. When you book with an ABTA member, reliable advice comes as standard. This means that booking with our members brings peace of mind.
All this together means we help you travel with confidence. www.abta.com
Continue reading...
