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Screen Tourism: Travelers Inspired by Streaming Shows

  //travel-leisure.news-articles.net/content/2026/ .. urism-travelers-inspired-by-streaming-shows.html
  Published in Travel and Leisure on Friday, January 16th 2026 at 0:44 GMT
      Locale: UNITED STATES, SPAIN, FRANCE, UNITED KINGDOM, ITALY, JAPAN

'Screen Tourism,' where viewers are basing their vacation plans on popular streaming shows and films. An astounding 75% of travelers now cite streaming content as a major influence on their next trip, signaling a profound shift in how people discover and experience the world.

A Global Phenomenon: Beyond the Usual Suspects

The research underscores the increasing power of storytelling to ignite a desire for travel. Previously overlooked destinations are suddenly surging in popularity, propelled by their appearances in these visually compelling narratives. The numbers are compelling: 56% of respondents have already booked a trip inspired by a TV show or movie, and a further 21% are actively planning to do so within the next year. What's even more remarkable is that 32% are willing to travel internationally to experience a location showcased in a series, and 20% have been willing to increase their travel budget to make it happen.

This isn't a fleeting, post-pandemic novelty either. Dave Haynes, GetYourGuide's global director of PR, emphasizes that 'Screen Tourism' is a significant change in travel behavior, demonstrating the profound impact of visual media on our choices. Destinations are recognizing this power and proactively capitalizing on it, creating immersive experiences specifically designed to cater to fans of these shows. GetYourGuide itself has witnessed a substantial increase in searches for tours and activities centered around popular streaming shows, confirming the trend's real-world impact.

Top Destinations Driven by the Silver Screen

The survey revealed a clear hierarchy of destinations currently experiencing the 'Screen Tourism' boom. Here's a breakdown of the top 5:

1. Italy (The White Lotus): With 30% of respondents citing the satirical drama as their inspiration, Italy has seen a resurgence in tourism, particularly in the regions featured in the show - Sicily and the Amalfi Coast.
2. France (Emily in Paris): The aspirational lifestyle presented in Emily in Paris continues to draw travelers, with 26% eager to experience the charm and fashion of Paris firsthand.
3. Spain (Money Heist): The thrilling heist series Money Heist has ignited interest in Spain's culture and urban landscapes, inspiring 25% of survey participants to plan a visit.
4. Thailand (The Serpent): The gripping true-crime drama The Serpent has brought Thailand's stunning scenery and rich history to a global audience, driving 22% of travelers to consider a trip.
5. Mexico (Narcos): Even shows with darker themes, like Narcos, can inspire travel, with 19% drawn to explore the regions depicted in the series, albeit potentially with a focus on historical and cultural aspects.

Beyond the Obvious: What This Means for Travel & Marketing

The rise of 'Screen Tourism' has far-reaching implications for the travel industry. Destinations are realizing that their appearance in a popular show isn't just a fun coincidence; it's an opportunity. Expect to see destinations actively collaborating with production companies and creating bespoke experiences that capitalize on the popularity of these shows. This could include themed tours, immersive events, and even replica sets.

Furthermore, this trend reinforces the importance of digital marketing and leveraging pop culture. Travel agencies and tour operators need to understand how to target audiences based on their viewing habits. Social media, influencer marketing, and online video campaigns will likely become even more crucial in attracting 'Screen Tourists.'

For travelers, 'Screen Tourism' opens up new and exciting ways to explore the world, moving beyond traditional guidebook recommendations to experiences shaped by the narratives they love. Whether it's indulging in a Sicilian pastry just like in The White Lotus or strolling through the Parisian streets of Emily in Paris, the power of streaming is transforming the way we travel, one episode at a time.