More and more travelers today are choosing their next destination not based on weather or discounts — but on their favorite TV shows and movies. The phenomenon, known in the English-speaking world as set-jetting (a clever blend of “jet-setting” and “film set”), has become a major trend in the global tourism industry.
When a storyline becomes your travel inspiration
Have you watched The White Lotus and dreamed of checking into a luxury seaside resort? Or maybe after seeing Eat Pray Love, you found yourself searching for flights to Ubud to learn meditation in the jungle? You’re not alone. According to major tour operators, demand for trips to filming locations has surged significantly over the past two years.
Destinations like Italy, Croatia, and Iceland — once merely scenic backdrops for hit shows and films — are now tourist hotspots in their own right. What was once considered a niche interest for superfans has evolved into a booming market, with tour agencies designing itineraries specifically around movie and TV locations.
Traveling as part of the script
Some shows are creating real waves in tourism. The recent success of Only Murders in the Building has driven more visitors to New York, especially Manhattan neighborhoods where the story unfolds. After the release of Emily in Paris, interest in Paris among younger travelers reportedly jumped by 25%.
What’s fascinating is how set-jetting is changing the way we experience travel itself. People no longer travel just to relax — they want to step into the world of their favorite characters, taste the same food, take photos in iconic spots, and live out a “mini-scene” from a story they love. It’s part entertainment, part escapism, and fully immersive.
From screen to scene: the industry adapts
The tourism industry has taken note. Hotels featured in well-known shows are now offering themed experiences or “as seen on screen” packages. Airlines are teaming up with studios for promotional campaigns, and walking tours inspired by hit series are becoming popular in cities around the world.
While some fans book flights to Rome to walk the same streets as the Duke of Hastings in Bridgerton, others dream of sitting in the Friends coffeehouse or crossing the bridge from Normal People. And this is likely just the beginning — pop culture is increasingly steering travel trends, creating new storylines for wanderlust-driven escapes.
So, if you’ve been longing to step inside your favorite series, this might be your cue. The only question is: where will your next scene take place?
