New research reveals more than a third (36%) of UK adults have visited a destination because of a nature or wildlife documentary, as Explore Worldwide anticipates a surge in demand for wildlife adventures following the release of Sir David Attenborough’s Blue Planet III.
The return of the documentary series could inspire a wave of wildlife adventure travel, with new research from small-group adventure travel specialist Explore Worldwide revealing the powerful influence nature documentaries have on people’s travel aspirations.
A survey of 2,000 UK adults found that more than a third (36%) have visited a destination primarily because of a nature or wildlife documentary, rising to 55% among 25–34-year-olds. Almost one in five (18%) of those inspired to travel by a documentary have done so on two or three occasions.
The findings suggest that the influence of wildlife documentaries extends far beyond the living room, with audiences increasingly looking to turn the extraordinary animals and landscapes they see on screen into real-life experiences.
The influence of Sir David Attenborough’s storytelling is well established. When Blue Planet II aired in 2017, it became Britain’s most-watched television programme of the year, attracting a cumulative UK audience of 37.6 million viewers, equivalent to approximately 62% of the population.
And the research suggests that this fascination with the natural world continues to translate into a desire to experience it first-hand. More than a quarter (28%) of UK adults say nature and wildlife documentaries are what most inspire them to visit natural landscapes or seek out wildlife experiences.
A further 38% say watching a nature documentary gives them a stronger appreciation for the natural world, while 28% become more concerned about protecting wildlife and habitats. One in four (25%) say documentaries inspire them to travel somewhere new, and 22% feel inspired to see a particular animal in the wild.
There is also a clear appetite to step away from screens and experience nature in person. More than two thirds (68%) of UK adults wish they spent more time experiencing nature in real life rather than through a screen, while three in five (60%) say the amount of time they spend using screens makes them want to spend more time experiencing nature.
For Explore Worldwide, these findings highlight an opportunity for adventure travel to turn on-screen inspiration into meaningful experiences in the wild.
Michael Edwards, Managing Director at Explore Worldwide, said: “David Attenborough has inspired generations to look at the natural world differently, opening our eyes to extraordinary wildlife and places that many of us might otherwise never have considered visiting. Our research shows just how powerful that inspiration can be, with more than a third of UK adults having visited somewhere because of a nature or wildlife documentary.
“With Blue Planet III returning to our screens, we expect to see renewed interest in wildlife adventures as people look to experience these incredible encounters for themselves”
The research also reveals which natural encounters are highest on people’s wish lists. Seeing the northern lights tops the list of natural experiences UK adults would most like to experience in real life (42%), followed by seeing whales, dolphins or sea turtles in the wild (31%) and going on an African safari (25%).
When asked which type of nature documentary they would most like to step inside, African wildlife and safari came out on top (17%), followed by British wildlife and countryside (15%) and oceans and marine life (14%).
Explore Worldwide offers a range of tours that put nature and wildlife at the heart of the experience. From African safari adventures and gorilla trekking in the forests of East Africa to birdwatching in Costa Rica, or seeing the giant tortoises of the Galapagos, Explore Worldwide offers a range of small-group wildlife holidays designed to bring travellers closer to the natural world. Whether ticking off a once-in-a-lifetime encounter wit a favourite animal, spotting rare birdlife or capturing extraordinary wildlife through the lens, there are adventures to suit every nature enthusiast.
As the popularity of landmark wildlife documentaries continues to capture the public imagination, Explore believes the next chapter of Blue Planet could provide the inspiration for even more travellers to turn their wildlife wish lists into reality.
For more information on Explore Worldwide’s wildlife and adventure holidays, visit www.explore.co.uk.
