Searches for ‘Paris holidays’ spike...

TV is proving to be the year's hottest marketing tool for the travel trade

Searches for ‘Paris holidays’ has hit its highest point in five years after the release of teh second instalment of the popular Netflix series Emily in Paris.

Analysis of Google search data by New Casinos has discovered that searches for ‘Paris holidays’ have skyrocketed 161% in the UK alone in January 2023, shortly after the new season of Emily in Paris was added to Netflix on 21 December 2022.

Viewers are given an insight into the glamorous life of Emily Cooper, played by Lily Collins, who is spotted in hot spots around the French capital, such as Place de Valois, Palais Galliera and Parcs des Buttes-Chaumont.

Meanwhile, Antigua and Barbuda has promoted the destination in the popular BBC series The Apprentice.

The chief executive of the Antigua and Barbuda Tourism Authority hopes the twin-island destination being featured in the latest series of BBC’s The Apprentice will entice more travellers.

The first episode aired in December, featuring 18 competitors facing their first challenge of the series from the Caribbean. The teams, split into men and women, were tasked with promoting island tours and excursions and acting as guides, showcasing a catamaran ride and a tour of UNESCO World Heritage site Nelson’s Dockyard. The winning team was the one that secured the most profit.

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The twin-island tourism authority said it has taken “years of planning and hard work” for the location to be included in the series, which it hopes will put Antigua and Barbuda “front of mind" for travellers during the peak booking season.

Chief executive of Antigua and Barbuda Tourism Authority Colin James said: “While the show is strictly business, Antigua and Barbuda offers a first class tourism product and is the perfect backdrop for this challenge. Our welcoming people, warm weather, turquoise waters, fantastic cultural sites, amazing restaurants and unique experiences will be splashed across television screens... enticing [viewers] to book a holiday to Antigua and Barbuda.”