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 Zers.

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.”