Race Across the World Leads TV Shows Inspiring Brits to Travel to Asia

Race Across the World Tops TV Shows Inspiring Brits to Travel to Asia

New research indicates that four in ten Britons are likely to travel to Asia within the next five years, with the BBC's popular series Race Across the World cited as the primary inspiration. A study involving 2,000 adults found that 41% of people are planning journeys to the continent, driven significantly by media portrayals.

Media Influence on Travel Decisions

Overall, 20% of respondents have been inspired to visit Asia by films and television programmes. The key factors include showcasing beautiful scenery and destinations (45%), historical landmarks (41%), and cultural traditions (41%). Race Across the World, which concluded its fourth season in Gili Meno, Indonesia, leads a list of influential media.

Other notable inspirations include hit series like Squid Game and The White Lotus, along with the film Crazy Rich Asians. These programmes highlight diverse Asian locales, from Thailand's Ko Samui, featured in The White Lotus, to urban settings in Singapore and beyond.

Beyond Screen Inspiration

Not all travel motivation comes from television and film. Formula 1 events (10%), theme parks (15%), and international sporting tournaments such as the Olympics (13%) also fuel interest in Asia. Additionally, 29% of Generation Z individuals report being influenced by social media creators, a higher rate than any other age group.

Fred Fishlock, UK country head for online travel agency Trip.com, which conducted the research, commented: "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."

Top Destinations and Barriers

Japan emerges as the most desired country, with 35% of respondents considering a visit, followed by Thailand (24%), the Maldives (20%), Singapore (19%), and China (15%). More than a third (35%) express increased interest in traveling to Asia compared to five years ago.

Technological advancements play a crucial role in this growing interest. High-speed internet, improved online booking platforms, and digital navigation tools have made planning easier. AI-powered translation apps are a key factor for 35% of those polled, addressing language barriers that deterred 23% in the past.

Despite the enthusiasm, 59% of Brits have never visited Asia. Key barriers include the cost of flights (cited by four in ten), long distances and flight times, cultural differences such as food customs (19%) and social norms (22%), and visa requirements (18%). Notably, China recently introduced visa-free travel for UK nationals for up to 30 days, which may alleviate concerns.

Future Outlook

Fishlock added: "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. This, combined with the growing influence of popular culture and digital tools, shows a strong foundation for continued growth in travel to Asia in the coming years."