Cultural drivers are no longer just inspiring for travel, but directly drive booking behavior | News
Cultural drivers are no longer just a source of inspiration for travel; they directly drive booking behavior, with measurable peaks linked to films, series and concerts, according to Civitatis booking trends and recent industry data.
A recent surge in global interest in South Korea due to the cultural impact of KPop Demon Hunters reflects a broader structural shift: travelers are increasingly choosing destinations based on what they watch, listen to and interact with digitally.
“We see a clear evolution from inspiration to conversion,” says Andrés Spitzer, CEO of Civitatis. “Cultural trends have become one of the most powerful drivers of travel demand. Content no longer just influences where people want to go, it actively shapes real travel decisions and flows.”
He added: “For destinations and travel brands, understanding this relationship between culture and tourism is no longer optional – it is strategic.”
Set-jetting is shifting from niche to mainstream
The phenomenon of ‘set-jetting’ – traveling to destinations featured in films and TV series – is not new, but is becoming increasingly mainstream and commercially relevant.
Long-term cultural franchises continue to generate sustained demand for tourism:
Gladiator continues to stimulate visits to the Colosseum in Rome more than twenty years after its release.
Outlander has delivered a +43% increase in activity bookings in Scotland by 2025, with specialty tours growing by almost +35% year-on-year.
Game of Thrones continues to support demand for destinations in Dubrovnik and Belfast, with additional interest expected ahead of new franchise releases such as A Knight of the Seven Kingdoms.
Long-standing franchises also play a crucial role in stabilizing tourism interest over time:
Harry Potter remains a key demand driver in London, with bookings for the 2025 studio tour up almost +15% year-on-year.
Interest is expected to grow further with the 25th anniversary of the first book in 2026 and the launch of the new series this year.
Music tourism is becoming a real-time demand accelerator
Of all categories, music is emerging as one of the most direct and measurable drivers of travel demand, with booking peaks closely aligned with tour announcements and concert dates.
Today, travelers are increasingly designing entire trips around live music experiences, combining concerts with city trips, cultural activities and longer stays.
Recent examples include:
Coldplay (Europe tour): Concert dates in Budapest generated a +65% increase in activity bookings during the event period. Other cities also experienced strong impacts, including Munich (+119% y/y) and Athens (+106% y/y).
Ed Sheeran (Madrid, 2025): Concert dates increased bookings by +23% compared to the same period in 2024.
Bad Bunny (Puerto Rico): The impact of global tours on long-haul destinations is even greater, with bookings up +234% in 2025 compared to 2024, and a fivefold year-over-year increase in early 2026.
These patterns highlight how quickly destinations can become globally relevant when linked to cultural moments – and how demand often extends beyond the event itself.
From viral moments to structural tourist shifts
According to Civitatis, the growing influence of cultural drivers on travel is no longer limited to iconic film locations or historical events. Instead, it is evolving into a broader structural shift in the way people discover and experience destinations.
The impact of content-driven travel is also increasingly spread across destinations and experiences – from gastronomy and wellness to cultural immersion – supporting a more diversified and potentially more sustainable tourism model.
“Culture is no longer a peripheral influence,” Spitzer said. “It will become a central driver of how and why people travel, reshaping demand patterns in the global tourism ecosystem.”
