Top 15 TV Shows and Films Driving Travel to Asia, Study Reveals
New research has uncovered the powerful influence of television and cinema on travel decisions, with a study identifying the top 15 TV shows and films that are inspiring people to visit Asia. According to the findings, hits such as Race Across the World, Squid Game, and The White Lotus are significantly boosting interest in Asian destinations.
Impact of Media on Travel Motivation
The study, conducted by online travel agency Trip.com, surveyed 2,000 adults and found that 20 percent have been motivated to travel to Asia due to film and TV. Key factors driving this inspiration include the showcasing of beautiful scenery and destinations (45 percent), historical landmarks (41 percent), and cultural traditions (41 percent).
Fred Fishlock, the UK country head for Trip.com, commented on the trend, stating, "Film, music, and modern digital influence are bringing distant Asian destinations into Brits’ homes and inspiring them to travel out there and see them. It’s great to see vibrant cities and cultural hotspots now firmly on people’s radars as a result of the stories, shows, and trends they connect with daily."
Generational Differences and Other Influences
The research highlights a notable generational divide, with 29 percent of Gen Z respondents influenced to visit Asia thanks to social media creators, a figure significantly higher than other age groups. Beyond television, other factors encouraging travel to the continent include Formula 1 (10 percent), theme parks (15 percent), and international sporting tournaments like the Olympics (13 percent).
Future Travel Intentions and Destinations
Looking ahead, 41 percent of respondents expressed a likelihood of traveling to Asia within the next five years. The top countries on their lists are:
- Japan (35 percent)
- Thailand (24 percent)
- Maldives (20 percent)
- Singapore (19 percent)
- China (15 percent)
Additionally, over 30 percent said they want to visit Asia more than they did five years ago, citing technological advancements as a key reason. Improvements in online booking platforms (37 percent), digital maps and navigation tools (37 percent), mobile payment systems (35 percent), and AI-powered translation apps (35 percent) have all contributed to increased appeal. Notably, 23 percent admitted that language barriers had previously deterred them from visiting.
Barriers to Travel
Despite the growing interest, 59 percent of respondents have never visited Asia. Common barriers include:
- Cost of flights (39 percent)
- Long distance and flight times (36 percent)
- Health concerns (22 percent)
- Cultural differences, such as food and dining customs (19 percent) and social norms (22 percent)
- Visa requirements (18 percent)
However, visa concerns have lessened for some destinations, with UK nationals now able to travel visa-free to China for up to 30 days. Fred Fishlock noted, "Visa-free travel has consistently proven to be one of the strongest catalysts for demand – particularly for long-haul routes and first-time travellers. We saw this clearly after China’s visa-free policy announcement in 2023, with research showing an increase in interest and flight bookings to the region over the next year for many countries in Europe."
Top 15 Inspirational TV Shows and Films
The study ranked the following TV shows and films as the most influential in inspiring travel to Asia:
- Race Across the World
- Squid Game
- The White Lotus
- Crazy Rich Asians
- Street Food Series – Asia
- KPop Demon Hunters
- Spirited Away
- Shōgun
- Lost in Translation
- Alice in Borderland
- Slumdog Millionaire
- Parasite
- Culinary Class Wars
- Pachinko
- Your Name
This research underscores the significant role that popular culture and digital tools play in shaping travel trends, pointing to a strong foundation for continued growth in tourism to Asia in the coming years.
