These are the top 15 TV shows and films inspiring people to travel to Asia, including BAFTA winning hit series Race Across the World. A study of 2,000 adults revealed 41% of people will likely travel to Asia within the next five years. Hits shows like Squid Game, The White Lotus, and the film Crazy Rich Asians, are also cited as key inspirations for Brits to book trips to the continent.

Overall, 20% of people have been motivated to travel to Asia by films and TV series. This is primarily due to the media showcasing the continent’s beautiful scenery and destinations (45%), historical landmarks (41%), and cultural traditions (41%).

However, not all inspiration comes from the screen, with Formula 1 (10%), theme parks (15%), and international sporting tournaments such as the Olympics (13%) also driving interest in visiting the continent. Furthermore, 29% of Gen Zs specifically have been influenced to visit by social media creators—a higher percentage than any other generation

The research was conducted by online travel agency, Trip.com. Fred Fishlock, the UK country head for the business, said: “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.”

Japan (35%) is the country most would consider travelling to, followed by Thailand (24%), Maldives (20%), Singapore (19%) and China (15%).

More than a third (35%) said they want to visit the continent more than they did five years ago. Technological advancements such as high-speed internet, improvements of online booking platforms, and digital maps and navigation tools have contributed to the interest.

AI-powered translation apps were also cited as a key factor in growing interest for 35% of those polled, with 23% of all respondents admitting language barriers had put them off visiting in the past.

Overall, 59% have never visited Asia before. Four in ten claimed the cost of flights was a key reason why, whereas others were put off by the distance and long flight times.

Cultural differences also play a big role in hesitancy, with food and dining customs (19%), and social norms and behaviours (22%) among the things people would find hardest to navigate.

Visa requirements have deterred 18% from visiting Asia too – although such concerns no longer apply to China as UK nationals can now travel visa-free to the country for up to 30 days.

Talking about the rule change, Fred 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.”