Top 15 TV Shows and Films Driving Travel to Asia, Study Reveals

A recent study has uncovered the powerful impact of television and film on travel decisions, with popular shows and movies inspiring a significant number of Britons to visit Asia. According to research conducted by the online travel agency Trip.com, 20% of adults have been motivated to travel to the region after watching content that showcases its attractions.

Influence of Media on Travel Choices

The survey of 2,000 adults highlighted that hits such as Race Across the World, Squid Game, The White Lotus, and Crazy Rich Asians are encouraging bookings to Asian destinations. Key factors driving this inspiration include beautiful scenery and destinations (45%), historical landmarks (41%), and cultural traditions (41%).

Beyond traditional media, other influences are also at play. Formula 1 events (10%), theme parks (15%), and international sporting tournaments like the Olympics (13%) are making people want to explore the continent. Notably, 29% of Gen Z individuals have been influenced to visit Asia thanks to social media creators, a rate significantly higher than other generations.

Future Travel Plans and Top Destinations

The study found that 41% of respondents are likely to travel to Asia within the next five years. Japan leads as the most considered destination at 35%, followed by Thailand (24%), the Maldives (20%), Singapore (19%), and China (15%). Over 30% expressed a greater desire to visit Asia compared to five years ago, citing technological advancements such as high-speed internet (43%) as a reason.

Improvements in online booking platforms (37%), digital maps and navigation tools (37%), and mobile payment systems (35%) have also contributed to increased interest. Additionally, AI-powered translation apps were named by 35% as a factor boosting appeal, with 23% admitting that language barriers had previously deterred them from visiting.

Barriers to Travel and Visa Changes

Despite the growing interest, 59% of Brits have never visited Asia. Key barriers include the cost of flights (39%), long distances and flight times (36%), and health concerns (22%). Cultural differences also play a role, with food and dining customs (19%) and social norms (22%) cited as challenges. Visa requirements have deterred 18%, though this concern has lessened for China due to a recent visa-free policy allowing UK nationals to stay for up to 30 days.

Fred Fishlock, UK country head for Trip.com, commented on the rule change, stating, "Visa-free travel has consistently proven to be one of the strongest catalysts for demand – particularly for long-haul routes and first-time travellers." He added that this, combined with cultural and digital influences, sets a strong foundation for growth in Asian travel.