The ‘seen-on-screen’ effect of TV and film is tempting one in eight people to travel and one series having a huge impact ins The White Lotus which is going to be filming in Mallorca. 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 The 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 Communic.
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