Travel has always been influenced by various factors, from cultural festivals to natural wonders, but a new trend is reshaping the way people choose their destinations: set-jetting. This term refers to the growing practice of visiting locations where popular TV shows and movies are filmed. The idea of set-jetting has become a phenomenon among travelers, particularly those who are avid fans of certain series or films. It is not just about exploring a new place; it is about experiencing the magic of their favorite shows in real life.
The influence of television and movies on travel has become more apparent in recent years, as more people choose their travel destinations based on the settings of the stories they love. Iconic locations from hit series like Game of Thrones, Emily in Paris, and The White Lotus have seen a surge in tourism. Fans are eager to walk the same streets, dine at the same cafes, and visit the same landmarks as their favorite characters. This form of travel offers a unique experience, combining the excitement of being in a new place with the familiarity of scenes from beloved TV shows and films.
One of the most notable examples of set-jetting is the surge in visitors to Dubrovnik, Croatia, which served as a filming location for the famous TV series Game of Thrones. The city’s historic walls and stunning architecture were used as the backdrop for King’s Landing, one of the central locations in the series. Since the show’s release, Dubrovnik has become a must-visit destination for fans, with local tour operators offering themed tours that take visitors to various filming spots. These tours provide fans with behind-the-scenes insights and the chance to see the iconic locations up close, making it a memorable experience for anyone who followed the series.
Similarly, Paris has seen an increase in tourism thanks to the Netflix hit Emily in Paris. The show features several picturesque locations around the city, from charming cafes to historic landmarks. Fans of the series have been flocking to spots like the Place de l’Estrapade, where Emily’s apartment is located, and the Palais Royal gardens, which are featured prominently in the show. For many viewers, visiting these locations is a way to connect with the show on a deeper level, allowing them to feel a part of the story.
Another example is Sicily, which gained significant attention following the release of The White Lotus season two. The show, set in a luxury resort, showcased the stunning landscapes and cultural heritage of Sicily, sparking interest among viewers who wanted to experience the region’s beauty for themselves. The San Domenico Palace Hotel, where much of the series was filmed, has become a sought-after destination for fans looking to recreate moments from the show. This trend has boosted the local tourism industry, bringing new visitors to the area and highlighting lesser-known attractions.
Set-jetting is not only popular because it offers fans a chance to immerse themselves in the world of their favorite shows but also because it provides a unique perspective on the destinations themselves. Travelers get to see places in a new light, guided by the cinematic experience. It is a way of exploring a location through the lens of a story, which can make the trip more meaningful and memorable. For many, visiting these filming locations is like stepping into a familiar scene, making the experience feel both exciting and nostalgic.
The impact of set-jetting on the travel industry has been substantial. Tour operators and travel agencies have started to cater specifically to this trend, offering themed tours and experiences based on popular TV shows and movies. In many cases, local businesses have also benefited from the increased tourism, as visitors spend money on guided tours, souvenirs, and local accommodations. It has become a lucrative niche within the travel industry, with destinations like New Zealand capitalizing on their association with the Lord of the Rings movies and offering immersive experiences for fans of the franchise.
Moreover, the trend of set-jetting has sparked interest in less mainstream locations, bringing attention to places that might not have been on travelers’ radars before. For example, the HBO series Big Little Lies has drawn tourists to the stunning coastal areas of Monterey, California, where much of the show was filmed. The scenic drives and beautiful beaches featured in the series have attracted fans eager to explore the landscapes that played such a significant role in the story.
