Cultural content drives global travel demand

Cultural content is more and more influencing global travel choices, with movies, TV collection, and music excursions turning into important drivers of vacation spot alternative, in keeping with Civitatis. The firm’s information reveals a structural shift in travel behaviour, with notable reserving spikes linked to cultural phenomena.

Andrés Spitzer, CEO of Civitatis, highlighted the transition from inspiration to conversion, stating, “Cultural trends have become one of the most powerful drivers of travel demand.” He emphasised the strategic significance for locations and travel manufacturers to know this evolving relationship between tradition and tourism.

The development of “set-jetting”—travelling to areas featured in movies and TV collection—has moved from area of interest to mainstream. Long-standing franchises like Gladiator and Outlander proceed to spice up tourism, with the latter driving a 43% enhance in exercise bookings in Scotland in 2025. Similarly, Game of Thrones maintains demand in Dubrovnik and Belfast.

Music tourism is rising as a real-time demand accelerator. Concerts by artists like Coldplay and Ed Sheeran have led to important reserving will increase in cities akin to Budapest and Madrid. Notably, Bad Bunny’s tour in Puerto Rico resulted in a 234% rise in bookings in 2025 in comparison with 2024.

Civitatis notes that cultural drivers at the moment are a central affect on travel, reshaping demand patterns throughout the tourism ecosystem. This shift helps a extra diversified and sustainable tourism mannequin, extending past iconic areas to incorporate gastronomy, wellness, and cultural immersion

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