The 2023 Global Travel Trends Report by American Express found that 70 per cent of Gen Zs and Millennials seek travel inspiration from movies or TV shows. This is a new trend known as set-jetting or traveling to movies or series sets. Destinations in ASEAN have experienced an economic boost in tourist numbers attributed to popular TV shows. Expedia predicts that the set-jetting trend will continue in 2024, following a new survey of 20,000 travelers, where one in four responds that TV shows and films are more influential on their travel plans than ever before, surpassing platforms such as Instagram, TikTok and podcasts. The popular set-jetting trend has increased hotel bookings. Hotels are collaborating with the film industry to highlight their beautiful hotels and further enhance the guest experience. For instance, the upcoming season three of The White Lotus will be filmed in Thailand. The Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool announced that Thailand is honored to be a filming location for the highly anticipated upcoming season of The White Lotus.
Another emerging trend in the travel industry is Destination dupes which offers more affordable alternatives to well-known cities. With the rising cost of travel to popular tourist destinations, many travelers are seeking out alternative cities that offer similar experiences at a fraction of the cost. This trend aligns with the efforts of some ASEAN nations to promote their secondary cities. For instance, the Thai government is promoting cities like Chiang Mai and Krabi, which offer cultural experiences, stunning landscapes and outdoor activities at more affordable prices compared to Bangkok. Similarly, instead of visiting the crowded beaches of Bali, travelers are exploring the pristine shores of Lombok or experiencing the cultural richness of Yogyakarta in Indonesia. Overall, both set-jetting and destination dupes not only benefits travelers but also contribute to the sustainable development of tourism across ASEAN nations.
