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The Power of Screen Tourism: How Indian Travellers are Swayed by On-Screen Content

Strategic Insights

— 1 min read

Indian travellers are increasingly influenced by social and video content, with nearly three in four choosing destinations based on their appearance in movies, web series, and celebrity vlogs. This trend, known as "screen tourism," has significant implications for the travel industry, with destinations experiencing immediate and noticeable surges in searches, queries, and bookings.

Key Takeaways:

  • 75% of Indian travellers choose destinations influenced by social and video content.
  • A single mention in a web series or celebrity vlog can shift demand, fueled by cinematic content, influencer trails, and a growing aspiration to follow in the footsteps of celebrities and creators.
  • The impact of on-screen content is immediate, with noticeable surges in searches, queries, and bookings after a location appears on screen.
  • Destination Aggregators see a 25-40% spike in searches for a destination within 48 hours of an OTT release or celebrity post, converting into a 10-15% increase in bookings over the next few weeks.
  • Visual storytelling in films and shows can inspire people to dream, with travellers today inspired by the story and the emotion of a place, not just the visuals.
  • 60% of first-wave interest after an OTT spike is for experiences and activities, while 40% is for stays, highlighting the importance of immersive travel experiences.

Statistics:

  • 75% of Indian travellers choose destinations influenced by social and video content.
  • 25-40% spike in searches for a destination within 48 hours of an OTT release or celebrity post.
  • 10-15% increase in bookings over the next few weeks after an OTT release or celebrity post.
  • 60% of first-wave interest after an OTT spike is for experiences and activities.
  • 40% of first-wave interest after an OTT spike is for stays.

Sources:

  • Booking.com's How India Stays 2025 report.
  • Dmitri Cooray, Managing Director, Jetwing Hotels Ltd.
  • Karan Agarwal, Director, Cox & Kings.
  • Ravi Gosain, President, Indian Association of Tour Operators (IATO).
  • Abhishek Daga, co-founder of Thrillophilia.
  • Nishant Pitti, founder and CMD of EaseMyTrip.

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