Forget the standard postcards of the Eiffel Tower or the Great Wall. In 2026, the hottest travel trend isn’t just about visiting a country—it’s about stepping into a scene.
Set-jetting, the practice of traveling to locations featured in movies and television shows, has evolved from a niche hobby for “super-fans” into a dominant force in global tourism.
What is Set-Jetting?
The term is a play on “jet-setting,” but instead of chasing high-society events, travelers are chasing cinematic vibes. Whether it’s the rugged cliffs of Ireland seen in Star Wars or the sun-drenched luxury of a Sicilian villa from The White Lotus, set-jetters want to inhabit the atmosphere of their favorite stories.
The Numbers Behind the Hype
According to recent travel data, nearly 40% of international travelers admit that a streaming show or film influenced their choice of destination. This “Screen-to-Street” pipeline is reshaping how we explore the world.
| Show/Movie | Location | Impact |
| The White Lotus | Sicily, Italy | 300% increase in web traffic for local resorts. |
| Emily in Paris | Paris, France | Massive surge in “Chic Parisian” walking tours. |
| Lord of the Rings | New Zealand | Permanent 10-15% boost to national tourism. |
| Bridgerton | Bath, UK | Record-breaking visits to Regency-era estates. |
Why are we obsessed with it?
It’s more than just a photo op. Set-jetting offers a unique blend of escapism and curated discovery.
- Emotional Connection: We spend dozens of hours with these characters in our living rooms. Visiting the filming location feels like visiting a friend’s hometown.
- The “Aesthetic” Economy: Let’s be honest—cinematographers do the hard work for us. They find the most beautiful lighting and angles, making these spots perfect for social media.
- The End of Information Overload: With so many places to go, a TV show acts as a curated “recommendation.” If it’s good enough for HBO, it’s good enough for our summer vacation.
The Pros and Cons of the “Screen Effect”
The Good: Set-jetting can breathe life into remote areas. Small towns that were once overlooked now see a boom in boutique hotels, cafes, and local craft shops.
The Bad: “Overtourism” is a real risk. When a quiet residential street in London or a secluded beach in Thailand goes viral due to a film, the infrastructure often can’t handle the sudden influx of thousands of visitors.
How to Set-Jet Responsibly
If you’re planning your trip based on your Netflix watch list, here are a few tips to keep it classy:
- Respect the Locals: Remember that while it’s a “set” to you, it’s a home to them. Avoid blocking doorways or private driveways for that perfect selfie.
- Go Beyond the Shot: Use the movie location as a starting point, but explore the surrounding area. Eat at the non-themed local bistro and learn about the real history of the site.
- Check the Season: Everyone wants to go to the White Lotus hotel in July. Try the shoulder season to avoid the crowds and get a more authentic experience.
The Verdict
Set-jetting isn’t just a fleeting trend; it’s the new way we tell our own travel stories. By bridging the gap between fiction and reality, we aren’t just seeing the world—we’re living in the narratives that inspire us.