Set-jetting: how TV shows and movies shape travel in 2024

Set-jetting, or traveling to locations featured in popular films and TV shows, is one of the biggest travel trends in 2024. According to research conducted jointly by the teams at Your Price Booking (https://www.yourpricebooking.com/) and the The Wandered blog, more than half of travelers have planned or booked trips after watching a popular show or film.

Why set-jetting works

Modern travelers are increasingly turning to visual media for travel inspiration. Studies show that today, TV shows and movies have a more significant influence on travel decisions than Instagram, TikTok, or podcasts. The stunning visuals and emotional connection with characters make filming locations the dream destinations for many travelers. This trend has reshaped the tourism industry, with famous destinations becoming even more popular, and lesser-known places seeing a surge in visitors.

Top set-jetting destinations for 2024

Here are the top set-jetting destinations for 2024:

• Thailand – Fans of The White Lotus are flocking to Thailand after the release of the third season. Its luxurious resorts, stunning landscapes, and cultural richness have made it a must-visit destination.

Romania – With the second season of Wednesday, Romania has gained attention for its Gothic castles and mysterious forests, attracting fans of the show who want to experience the eerie charm in real life.

• Malta – The filming of Gladiator 2 has put Malta in the spotlight. Its ancient architecture and rich history make it an ideal location for those looking to step back in time.

• Paris – Emily in Paris continues to inspire travelers to visit the French capital. The city's iconic spots, chic cafes, and romantic ambiance are attracting millions of fans looking to immerse themselves in the Parisian lifestyle.

• New Zealand – Fans of The Lord of the Rings and The Hobbit are still drawn to New Zealand's breathtaking landscapes, which have long been a magnet for adventure seekers and nature lovers.

New trends in film tourism

Aside from well-known locations like London and New York, filming of new content continues to bring attention to lesser-known destinations. For instance:

• Iceland – Frequently chosen by filmmakers for its unique landscapes, Iceland became a hotspot for adventurers after the filming of Game of Thrones and The Secret Life of Walter Mitty.
• Croatia – Thanks to Game of Thrones, cities like Dubrovnik have become global destinations for fans of fantasy.

Impact on the tourism industry

Cities where famous films or TV shows were shot experience a significant economic boost from tourists. For example, after the release of Harry Potter, tours in London dedicated to the film became immensely popular, leading to a surge in tourism to the British capital.

Another important aspect of set-jetting is that it draws attention to lesser-known locations. Thanks to films, these places gain international recognition and have the opportunity to become major tourist attractions.

Set-jetting in the future

In 2024, the trend of set-jetting will continue to grow. Fans will keep searching for destinations where their favorite shows were filmed. At the same time, the tourism industry will adapt to this phenomenon by offering special tours and routes that allow travelers to fully immerse themselves in the worlds of their favorite characters and stories.