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.

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.