Travelers have long been inspired by the silver screen, but with the rise of streaming platforms and blockbuster franchises, “set-jetting” has become a defining force in tourism. Whether it’s the sweeping landscapes of a fantasy series or the urban bustle of a crime drama, audiences aren’t just watching—they’re packing their bags and visiting the destinations they see on screen. This phenomenon, now a key driver of travel trends, is shaping everything from small towns to global icons.
Of course our TV series is available from Prime TV and to stream for free on the Access Luxury channel on Roku. We get a tremendous amount of viewer mail asking questions about hotels, destinations, experiences we feature in shows or on this site, so we know how much of an inspiration our media is. And it’s growing in power and reach.
The Rise of Set-Jetting
The concept of set-jetting isn’t new. Since the days of Doctor Zhivago drawing fans to Siberia or The Sound of Music sparking tours in Salzburg, film and television have transported audiences to real-world destinations. But in 2023 and 2024, the trend surged, driven by the global reach of streaming services like Netflix, Roku, and Amazon Prime, which made foreign shows and films (or English ones filmed in exotic locales) accessible to audiences worldwide.
According to a 2024 study by Expedia, 61% of travelers said they had been inspired by movies, TV series, or social media to visit a particular destination. The study also found that younger generations, particularly Gen Z and Millennials, are driving this trend, with over 70% citing on-screen locations as the starting point for their travel plans.
Hottest Destinations Inspired by Screen Stories
1. Croatia – Game of Thrones Legacy Tourism
Although Game of Thrones concluded years ago, its filming locations remain a major draw. Dubrovnik, the stand-in for King’s Landing, continues to host thousands of fans annually. The fortified walls and cobblestone streets of the city provide a backdrop that feels like stepping into George R.R. Martin’s universe. Beyond Dubrovnik, visitors flock to Split and Šibenik, which feature prominently in the series. Local tourism boards have even created detailed itineraries to help fans follow in the footsteps of their favorite characters.
2. Scotland – Outlander’s Timeless Appeal
The romantic landscapes and historical sites showcased in Outlander have made Scotland a pilgrimage destination for fans. From the rolling hills of Glencoe to the rugged beauty of the Highlands, the series has inspired travelers to explore castles, ancient battlefields, and villages steeped in lore. Tourism organizations report an influx of visitors to sites like Doune Castle (Castle Leoch in the show), contributing significantly to the country’s economy.
3. South Korea – K-Drama’s Global Reach
South Korean dramas and films, particularly through the success of Squid Game, Extraordinary Attorney Woo, and Crash Landing on You, have positioned the country as a must-visit destination. Locations like Seoul’s Namsan Tower and the village of Jeonju Hanok have seen a significant uptick in tourism. In 2024, the Korea Tourism Organization estimated that 23% of visitors were influenced by K-drama or K-pop-related content, signaling the power of South Korean media on global travel.
4. Italy – White Lotus Effect
The second season of The White Lotus, set in Sicily, turned the island into a dream destination for luxury-seeking travelers. The Four Seasons San Domenico Palace in Taormina, where much of the show was filmed, became a hotbed for tourists in 2023, with booking inquiries skyrocketing by 110%. Beyond the resort, travelers are exploring Sicily’s baroque cities, coastal towns, and volcanic landscapes, inspired by the drama and decadence depicted on screen.
5. New Zealand – A Return to Middle-earth
New Zealand has long been synonymous with The Lord of the Rings and The Hobbit. However, the release of The Rings of Power in 2022 reignited interest in its cinematic landscapes. Tourists are once again flocking to Matamata (Hobbiton), Tongariro National Park (Mount Doom), and Fiordland National Park, with New Zealand’s tourism board actively promoting Middle-earth-inspired adventures.
The Double-Edged Sword of Set-Jetting
While set-jetting provides significant economic benefits to destinations, it also raises concerns about over-tourism and environmental impact. Dubrovnik, for instance, has struggled with an overwhelming influx of Game of Thrones fans, leading to restrictions on cruise ships and visitor numbers. Similarly, Iceland, which has been featured in shows like Game of Thrones and The Secret Life of Walter Mitty, has implemented measures to protect its fragile ecosystems from the strain of increased tourism.
Critics argue that set-jetting can reduce destinations to a backdrop, stripping them of cultural authenticity. Local communities, in some cases, have been displaced by the demand for Airbnb rentals or overwhelmed by tourism infrastructure. “It’s important for travelers to remember that these are living places, not just film sets,” notes a 2023 report by UNESCO on sustainable tourism.
The Role of AI and Algorithms
Adding another layer to the set-jetting phenomenon is the role of AI in travel planning. Platforms like Netflix and Google use algorithms to suggest destinations based on viewing habits, blurring the line between entertainment and marketing. For instance, after the release of Emily in Paris, travel sites noticed a spike in searches for Parisian itineraries tailored to the show. These algorithms are increasingly shaping how travelers prioritize destinations, potentially homogenizing experiences by funneling audiences to the same locations.
Keeping the Serendipity in Travel
Despite the allure of set-jetting, some argue that it risks replacing spontaneous exploration with formulaic travel. By focusing exclusively on destinations featured on screen, travelers may miss out on hidden gems or meaningful cultural exchanges. Industry experts suggest balancing screen-inspired travel with deeper, more personal experiences.
As travel continues to evolve, set-jetting shows no signs of slowing down. For better or worse, the places we see on screen are becoming the places we visit in reality. Whether it’s walking through the streets of King’s Landing, reliving the romance of Outlander, or luxuriating in Sicily’s White Lotus fantasy, the connection between entertainment and exploration remains stronger than ever. The challenge lies in traveling responsibly, ensuring these destinations remain as enchanting for future generations as they are on screen today.
