Set-jetting is a travel trend in which people visit destinations featured in their favourite films and television shows. From exploring locations associated with Game of Thrones to walking the streets seen in Emily in Paris, travellers are increasingly turning their on-screen interests into real-world travel experiences.
The trend gained attention in 2022 when Expedia highlighted the growing influence of films and television on travel choices.
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According to the company’s Unpack ’26 data, 53% of travellers surveyed across 18 countries said screen content influenced their travel plans. The figure rose to 81% among Gen Z and Millennial travellers.
What makes set-jetting popular?
Films and television shows can create a strong sense of familiarity with places viewers have never visited. When audiences repeatedly see a location through a story, they begin associating it with the characters, emotions and experiences portrayed on screen.
As a result, visiting the destination can feel more personal than an ordinary sightseeing trip. Travellers may want to explore a familiar street, see a recognisable landscape or experience the atmosphere of a place that has captured their imagination.
The appeal also lies in the opportunity to connect fiction with reality. A location that once existed only on a screen becomes a place people can explore, photograph and experience for themselves.
How does set-jetting affect travel choices?
Set-jetting can influence both the destinations people choose and the experiences they seek during a holiday. A popular series may encourage viewers to explore a city, while a film featuring dramatic landscapes can inspire trips to natural or historic locations.
Productions such as The Lord of the Rings, Breaking Bad and The White Lotus have also helped bring attention to places associated with their stories. For some travellers, visiting these locations becomes a way to engage more closely with a favourite production.
However, the real destination may not look exactly as it does on screen. Filming techniques, set designs and visual effects can alter how a place appears, making it important for travellers to research actual filming locations before planning a trip.
What should travellers know before planning a set-jetting trip?
Travellers can begin by identifying the locations featured in their favourite productions and checking whether they are accessible to visitors. Some filming locations are open to the public, while others may be privately owned or have restricted access.
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It is also worth exploring the destination beyond its connection to a film or series. Local food, cultural attractions, architecture and natural surroundings can make the journey more rewarding.
Set-jetting brings storytelling and travel together, allowing people to experience places that have already captured their imagination. While the screen may inspire the journey, the real destination offers an opportunity to create new memories beyond the story.