In 2023 many travellers will take their favourite TV shows on tour, using stunning and interesting filming locations as a springboard for an exciting new holiday destination.

Recent data from Netflix revealed that 70 per cent of programmes watched by a typical Netflix user were filmed in a foreign setting, and the locations of chosen programmes were frequently their favourite holiday spots.

“We’ve noticed this trend accelerating among our guests,” says Simon Lynch, global sales and product director of Scott Dunn, “with bookings for France in 2023 already 20 per cent higher than pre-pandemic levels, thanks to the halo effect of hit shows such as Emily in Paris. The idyllic sun-drenched filming locations of HBO sensation The White Lotus also look to have inspired our guests seeking ultra-luxurious winter-sun escapes, with over 80 per cent of Scott Dunn Private members travelling to warm destinations this winter including Mexico, the Maldives, Oman, Australia and Barbados to name a few.” According to Expedia brands spokesperson Natalie Allard,

TV is taking over Instagram as a key travel influencer. “We’ve identified set-jetting as a big trend for next year. According to Expedia data, films and series are more influential than social media when it comes to booking trips these days! Two-thirds of global travellers have considered doing it and almost 40 per cent are ahead of the trend and have already booked trips after being inspired by their favourite show”, she says. Natalie’s top on-location trends for 2023? “You can expect lots of travellers heading to Paris in search of love and going on a weekend break to Bath to explore classical Regency architecture fit for high society. I can’t wait to get back to New Zealand – I’ll of course be on the lookout for those epic Middle Earth locations!” Sarah Allard