Lina Irawan
SINGAPORE, Tuesday, 21 July 2026 – The boundary between the digital streaming landscape and physical travel itineraries has never been thinner. New data released today by Amadeus Travel Intelligence offers compelling evidence that the global success of the historical drama Pursuit of Jade (《追玉》) is acting as a powerful catalyst for international tourism to China, specifically targeting the scenic city of Hangzhou and its surrounding cultural hubs.
As audiences across the globe immerse themselves in the sweeping cinematography of the series, a measurable "set-jetting" phenomenon—where viewers translate their screen-based fandom into actual travel—is reshaping the tourism landscape of Zhejiang province.
The Streaming Phenomenon: A Global Cultural Anchor
The seeds of this travel surge were sown in March 2026, when Pursuit of Jade made its worldwide debut. The production did not merely circulate; it dominated. Debuting at No. 6 on Netflix’s Global Top 10 non-English chart, the series captivated audiences with an impressive 34 million hours viewed in its first full week.
Its reach was unprecedented for a Chinese production, securing a spot in the Top 10 lists across ten different markets in Asia and resonating strongly with Western audiences. This digital footprint served as a de facto promotional campaign for the city of Hangzhou, which serves as the primary gateway to the historical drama’s breathtaking filming locations.
The success of Pursuit of Jade mirrors a broader industry shift identified in the Amadeus Travel Trends 2026 report, which highlights "Pop Culting" as a defining travel movement. In this new era, entertainment intellectual property (IP) is a potent commodity, capable of driving billions of dollars in economic activity. Whether it is the K-Pop-inspired tours in South Korea or the Regency-era pilgrimages to Bath, England, the data confirms that modern travelers are increasingly selecting their destinations based on the stories that capture their imaginations.
Chronology of a Tourism Surge: March to June 2026
The correlation between the show’s release and the uptick in travel demand is striking. To understand the momentum, one must look at the timeline of the "Jade Effect."
- Early March 2026: Pursuit of Jade premieres on Tencent Video, iQIYI, and Netflix.
- Late March 2026: Streaming figures peak globally, with social media discourse surrounding the drama’s stunning visual aesthetics—specifically the West Lake sequences—reaching a fever pitch.
- April 2026: Amadeus data begins to record a deviation from typical seasonal travel patterns. While business travel remains stable, leisure travel bookings to Hangzhou Xiaoshan International Airport (HGH) show a sharp, sustained climb.
- May–June 2026: The trend solidifies. Data analysis reveals a 9% year-on-year increase in international arrivals to Hangzhou, with 95% of that demand explicitly categorized as leisure-driven.
The Data Breakdown: Who is Visiting?
The surge is not uniform, but rather concentrated in markets where the show’s popularity was most pronounced. The statistics are staggering, particularly within Southeast Asia, a region that has embraced the drama with fervor.
International arrivals to Hangzhou from Vietnam have skyrocketed, recording a 516% increase compared to the same period in 2025. Malaysia and Singapore have followed suit with growth rates of 56% and 48% respectively, while the United Arab Emirates has seen a 57% uptick in travel to the region.
The Long-Haul Opportunity
While the primary volume of visitors currently hails from within Asia, Western markets are exhibiting a distinct, early-stage interest that suggests the "Jade Effect" is crossing oceans.
In the United States, flight searches for Hangzhou rose by 29% between March and June 2026, with actual arrivals following with a 22% increase. Similarly, in the United Kingdom, searches climbed 23% and arrivals grew by 21%. Industry analysts note that in these long-haul markets, search growth consistently outpacing actual arrival growth is a classic indicator of "intent-to-travel"—a signal that a significant wave of interest has yet to convert into fully booked trips.
The Filming Footprint: Why Hangzhou?
The production design of Pursuit of Jade was meticulous, utilizing the historical depth of the Zhejiang province to ground the fantasy in reality.
The two primary "pilgrimage" sites identified by fans are:
- Hengdian World Studios: Located in Dongyang, this is the world’s largest film studio complex. It provided the opulent, expansive backdrop for the series’ palace and court intrigue.
- Hangzhou’s West Lake: A UNESCO World Heritage site, the lake and its surrounding streets were featured prominently in the series’ romantic and action-oriented street scenes.
The proximity of these two locations to the Hangzhou Xiaoshan International Airport creates a seamless travel experience for the "set-jetter." By clustering the studio experience with the authentic historical landscape of West Lake, the destination provides a dual value proposition: the thrill of the screen and the reality of the history.
Official Perspectives: Analyzing the "Set-Jetting" Pattern
Bing Han Kee, Regional Vice President of Travel Intelligence, Hospitality, Asia Pacific at Amadeus, notes that the nuance of this data lies in the type of growth observed.
"What stands out in the data is the shape of the demand, not just the headline growth," Kee says. "Travel to Hangzhou is being driven almost entirely by leisure travelers. While we cannot attribute the growth to any single factor—as route capacity and evolving visa policies also play a role—the pattern is consistent with the global ‘set-jetting’ trend. When a destination captures the popular imagination, we see this specific conversion of viewers into visitors."
Kee emphasizes that this is not a temporary spike, but rather a reflection of how modern consumers interact with global media. "For destinations and hotels, understanding these cultural phenomena is no longer optional. It is a vital tool for identifying growth opportunities and making informed investment decisions in an increasingly interconnected world."
Implications for the Tourism Industry
The implications of the Pursuit of Jade success story are significant for local stakeholders, national tourism boards, and the international aviation industry.
1. The Rise of "Content-Led" Tourism
For tourism boards, the data suggests that marketing budgets may be more effectively spent by partnering with streaming giants and production companies. By identifying high-performing intellectual property early, cities can create "official" travel itineraries that capitalize on the buzz while it is at its peak.
2. Infrastructure and Experience
As Hangzhou experiences an influx of international tourists—particularly from markets like Vietnam and the UAE—the burden falls on local hospitality sectors to adapt. This includes multilingual signage, culturally tailored guest experiences, and the creation of "filming location tours" that satisfy the curiosity of the fans while preserving the integrity of the sites.
3. The Ningbo Signal
Interestingly, the data from nearby Ningbo offers a contrast. While Xiangshan Film & Television Town in Ningbo served as the location for the show’s intense battle and city-wall sequences, overall international arrivals to Ningbo remained flat. However, the breakdown reveals that Taiwan remains a strong, growing market for the city (up 9%), and Singaporean interest remains high (up 27%). This suggests that while viewers may be drawn to specific types of scenes—perhaps the romantic, aesthetic-heavy scenes of West Lake over the gritty battle sequences of Ningbo—the "pull" of a location depends heavily on the specific visual identity a series projects.
Conclusion: A New Frontier for Travel
As we move into the second half of 2026, the success of Pursuit of Jade serves as a case study for the modern traveler. Today’s tourist is not just seeking a beach or a historical landmark; they are seeking a narrative.
Whether it is the serene waters of West Lake or the architectural grandeur of the Hengdian studios, the travel industry is witnessing a shift where entertainment is the new travel agent. For Hangzhou, the challenge now is to maintain this momentum, ensuring that the surge of interest from Southeast Asia and beyond translates into long-term, sustainable tourism growth that respects the city’s heritage while embracing its new identity as a global screen-tourism icon.
Data Source: Figures are drawn from Amadeus Arrivals & Stays, comparing March–June 2026 with the same period in 2025. Figures reflect correlations in travel demand and are not attributed to any single cause.
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Jia Lissa
