Amadeus Data Reveals Chinese Drama *Pursuit of Jade* Boosts Hangzhou Air Arrivals
International air arrivals to Hangzhou increased by nine per cent between March and June 2026. Amadeus Travel Intelligence data attributes this rise to leisure travellers, following the global release of the Chinese drama *Pursuit of Jade*.
Hangzhou Sees Rise in International Air Traffic
Hangzhou experienced a nine per cent rise in international air arrivals between March and June 2026. This growth, tracked by Amadeus Travel Intelligence, primarily stemmed from leisure travellers. They comprised 95 per cent of all international arrivals during this period. The increase follows the global release of the Chinese drama *Pursuit of Jade*. The series prominently features Zhejiang province locations, including Hengdian World Studios and West Lake. These sites serve as key attractions for visitors to Hangzhou, which functions as the region's main international gateway. The data highlights a direct correlation between popular media content and tourist influx.
South-east Asian Markets Lead Growth
Several South-east Asian markets demonstrated significant growth in arrivals to Hangzhou. Vietnam recorded the most substantial increase, with arrivals up 516 per cent year on year. The United Arab Emirates followed with a 57 per cent rise. Malaysia saw a 56 per cent increase, and Singapore's arrivals grew by 48 per cent. The drama *Pursuit of Jade* premiered globally in March 2026. It quickly reached Netflix’s Global Top 10 non-English chart during its initial full week. This broad international exposure appears to have directly influenced travel decisions across these key markets. The pattern aligns with an emerging travel trend.
Screen Content Drives 'Set-Jetting' Trend
Amadeus notes that while no single factor solely explains the rise, the trend aligns with 'set-jetting'. This term describes travellers visiting destinations featured in popular film and television productions. The company's Travel Trends 2026 report identifies entertainment-driven travel as a significant industry development. It cites examples such as *Bridgerton* and *KPop Demon Hunters* where screen content influences travel choices. Long-haul markets also showed growing interest in Hangzhou. Flight searches from the United States rose 29 per cent year on year between March and June. Corresponding arrivals increased by 22 per cent. Similarly, United Kingdom searches were up 23 per cent, with arrivals increasing 21 per cent. This demonstrates continued demand building in these regions.
Implications for Destination Marketing in Asia
Bing Han Kee, Amadeus's regional vice president for travel intelligence, hospitality, Asia Pacific, commented on the demand's specific nature. He noted that travel to Hangzhou is almost entirely driven by leisure visitors. The strongest gains originate from South-east Asian markets. In long-haul markets, search volumes are currently outpacing actual arrivals. This suggests new interest is still converting into travel plans. International arrivals to nearby Ningbo remained broadly flat over the same period. Taiwan remained Ningbo's largest source market, accounting for 37 per cent of arrivals and growing nine per cent. Singapore arrivals to Ningbo increased 27 per cent. This pattern demonstrates the powerful influence of popular culture on destination appeal. Destination marketers across Asia can leverage screen content to attract specific traveller segments. This strategy offers a clear pathway to stimulate tourism growth.
Get The Post.
The global travel stories that matter, three mornings a week. Free.
By subscribing you consent to receive this newsletter from GlobalTravelPost (Asia Press Centre Pte. Ltd.); unsubscribe at any time.
