Tourism

Lookout! Vogue is back with more travel insights

After penning a piece asking if travel agents were making a comeback, Vogue has gifted us with another little nugget of travel insight, this time to do with TV.

Titled ‘How the Golden Age of TV Is Changing Tourism Around the World’, the piece presents all the evidence that shows just how influential television has become on travellers.

In its latest travel trends report, Tripadvisor found that one in five global ‘set-jetters’ visited a location because they saw it on the telly, Vogue revealed.

“TV viewing behaviour is the strongest predictor of entertainment-motivated tourism…television series are often watched on regular basis thus, viewers are more likely to be exposed to the destination image for a longer period,” a report from the University of North Texas found.

But what’s changed? Well, according to Vogue, this isn’t a brand new phenomenon, with people forever being drawn to places after catching them on the big screen, but now it’s the small screen making the impact.

While we once booked flights to Italy after seeing some gorgeous Hollywood siren being seduced by an equally gorgeous man, now it’s all Big Little Lies, Game of Thronesand Narcos that are providing the travel inspo.

Take Scotland, for example. With previous tourism boons coming from the likes of Harry Potter or Braveheart, now Chief Executive of VisitScotland, Malcolm Roughead, said it’s all about Outlander now.

“In past research it is always BraveheartHarry Potter, or even the Da Vinci Code which was mentioned. . . but in recent times it is Outlander which is referenced above all others,” he said recently.

Organic traffic to the Outlander page on visitscotland.com has risen 15 per cent in the past 12 months, while Doune Castle – which doubles as Castle Leoch in the popular show – has had an unprecedented 91.8 per cent increase in visitors.

Then, Vogue continued, there’s the latest TV sensation, Big Little Lies, which has seen its setting of Monterey, California, receive plenty of new interest.

“There’s no doubt that Monterey County was an uncredited star of the show, and as a result, we’ve certainly received a huge bump in folks talking about our destination as well as interest in visiting,” Rob O’Keefe, Chief Marketing Officer at the Monterey County Convention and Visitors Bureau, told Vogue.

And of course, Game of Thrones has had its mammoth impact on the once-struggling tourism hub, Iceland.

Vogue writes that the country has seen a 386 per cent growth in tourism from 2010 to 2018, thanks in large part to the iconic TV series.

The same show has also seen tourism spikes in Dubrovnik, Croatia, the setting for Kings Landing. However Croatia has its own thoughts on the massive increases in tourist visitation, considering restrictions and fees in order to sustain its city against waves of foot traffic.

So where are you headed to next, based on your Netflix viewing history?



SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Wholesalers

Virtuoso uncovers key differences in how each generation travels

Meanwhile, Travel Weekly staff are conducting our own research to tap into the zoomer market by teaching the office dog TikTok dances. It’s not going well.

Share

CommentComments

Cruise

Royal Caribbean Group completes its comeback with all ships back at sea

To honour the milestone, all 63 ships in the group’s fleet sounded their horns at once, which most likely scared the sh*t out of nearby fishing boats and unsuspecting wales across the world.

Share

CommentComments

Travel Agents

Virgin teams up with Flight Centre for money-can’t-buy workshop

It’s the second time a Flight Centre partnership has come up this week and it’s only Tuesday! Skroo must be feeling extra convivial this week.

Share

CommentComments

Aviation

“It’s more like a bribe”: Unions slam Qantas’ $5,000 ‘thank you’ payment

Speaking of bribes, if anyone would like to bribe us with an all-expenses-paid trip to Japan we promise to give you a good review on TripAdvisor.

Share

CommentComments

Destinations

Solomon Islands to reduce mandatory quarantine

Good news for those looking to travel across the Pacific Islands! Not so good news for those who enjoy being confined to a hotel room for days on end.

Share

CommentComments

Hotels

Oakwood solidifies Aussie presence with full opening of Melbourne luxury property

Looking to treat yourself? Don’t get a chocolate at the shops, book yourself a stay at the new Oakwood property in Melbourne (or do both)!

Share

CommentComments

Aviation

Flight Centre signs landmark agreement with Rex as pilots prepare for industrial action

While seemingly struggling to win popularity among its pilots, the regional carrier has turned to its agency partners for reassurance.

Share

CommentComments

Cruise

Princess reveals The Real Love Boat crew, celebrates ‘Top Gun Agents’

Say a prayer for the poor souls tasked with wrangling a ship full of reality dating contestants hell-bent on getting frisky at sea.

Share

CommentComments

Destinations

How your clients can skip the rebound chaos with South America

Got clients keen to travel but hoping to avoid inflated prices and hoards of European Summer revellers? We’ve got the answer for you.

Share

CommentComments

Destinations

Events

Top 12 unmissable events for Italian summer trips

Summer in Italy means sunshine, gelato, promenading after dinner, Aperols overlooking the ocean, hiking, cycling…and a jam-packed events calendar.

Share

CommentComments

Aviation

Airport queues return in anticipation of the school holidays

If you were looking for a good chance to relisten to Led Zeppelin’s entire discography but can’t find the time, we recommend booking a flight to literally anywhere from Sydney or Melbourne airport this month.

Share

CommentComments

Destinations

Queensland government mulls tourism tax

In response to this, the NSW government will be introducing an ice-cream tax, which has infuriated primary school kids across the state.

Share

CommentComments