Film and TV driving interest in numerous destinations, says Advantage Travel Partnership

Films and TV locations are driving interest in a range of destinations this summer, according to The Advantage Travel Partnership.

Commercial director John Sullivan revealed Paris, Rome, New York, London and Scotland had recorded booking spikes linked to entertainment including Emily in Paris, Mission: Impossible – The Final Reckoning, Sex and the City: And Just Like That and The Traitors.

He added that an “unexpected emerging destination” was Oahu, Hawaii, ahead of the release of the live-action version of Lilo & Stitch.

As further evidence of the growth of film and TV-inspired tourism in recent years, he cited Expedia’s 2025 trends report.

He said the report showed that around two-thirds of travellers are now planning trips inspired by films and TV.

Other developing trends identified by Advantage include a rise in “special interest tourism”, with travellers increasingly choosing holiday experiences linked to their personal passions and hobbies.

Examples include “game-cations” tailored to gaming enthusiasts, botanical tourism for plant lovers and a growing interest in nature retreats and garden-focused trips.

There has also been a “noticeable shift” towards health-conscious travel, Sullivan said.

“Emerging trends such as sleep tourism, radical rest holidays and digital detoxes are gaining significant traction, reflecting a growing desire to escape the fast pace of everyday life while prioritising both physical and mental health,” he added.

Nocturnal tourism or “noctourism” is also on the rise, he said, with travellers actively seeking night-time experiences such as stargazing on safari, witnessing the northern lights and visiting museums and galleries during extended evening hours.

A further concept proving increasingly popular is the ‘Joy of Missing Out (Jomo)’, Sullivan said. 

People who embrace this concept are choosing “tranquillity and presence over obligation”, he added, meaning they might skip a ‘must-see’ attraction in favour of an extra hour outdoors in the sunshine.

Concluding his round-up of key trends, Sullivan said the touring and adventure sector had achieved an “exceptionally strong” start to the year.

Revenue is up 18% in the year to date, with March the strongest growth month so far.

Solo travel has performed particularly well, with leading destinations including Japan, India, South Africa, Egypt, Spain and Italy.