04 Pop Culting
Cultural Intellectual Property (IP) is becoming a travelworthy commodity and driving pop culture tourism
Decades of digitalization have made entertainment more accessible, but at the cost of shared culture. Unlike the ‘90s, today’s audiences are fragmented, guided by algorithms into niche interests over shared tastes. In today’s landscape, forging that connection is tougher than ever—pushing fans to look for it elsewhere, literally.
US $1B
value of Labubu dolls sold this year, amplified by social platforms
£5M
The amount Netflix’s Bridgerton is expected to boost Bath’s local economy per year
Source: Wired and Visit Bath forecasts on the pop culting travel industry.
| | Seoul Tourism Organization
South Korea
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Pop culture travel takes the helm
From podcast power plays to cinematic waves and cruise‑to‑cabin escapes, the pop culture tourism trend is just getting started.
Virgin True Crime Voyage
On the open sea, Virgin Voyages is turning true crime into a shared adventure with their first-ever True Crime Voyages that bring together fans, creators, and curiosity. With live podcast recordings and intimate meet-and-greets, guests don't just listen to stories, they become a part of them.
Airbnb Originals
From Tokyo to New York, Airbnb Originals allows fans to step into iconic Hollywood scenes or laugh alongside others at a live podcast. These immersive experiences are all about feeling the moment, sharing it with others, and connecting through culture.
