In an age where our love for travel collides with our screen obsessions, “set-jetting”—a burgeoning cinematic-fueled trend—is fundamentally changing the face of international tourism. Forget merely visiting famous beaches or historical landmarks; fans are now traveling to locations featured in their beloved movies, TV shows, and documentaries, eager to immerse themselves in the very worlds that captivated them.
Bridging the gap between escapism and real-world exploration, this phenomenon has really taken off, especially with digital natives, turning fictional settings into actual travel itineraries. The global film tourism market, largely driven by set-jetting, reached a substantial $66 billion by 2025 and is projected to hit $145 billion by 2035, growing at an anticipated 8.2% CAGR. This isn’t just a niche interest anymore; it’s becoming a major force in experiential travel, where the bragging rights of having been there arguably outweigh ticking off traditional tourist spots.
The term itself, blending “set” (as in a film set) and “jetting,” perfectly describes how storytelling now ignites our travel desires. A quick browse on TikTok or a recommendation from Netflix can inspire a spontaneous trip to Seoul or a tour of Croatian castles. But beyond the Instagram photos and spoiler-filled posts, set-jetting is reshaping the international tourism industry by providing economic boosts, showcasing lesser-known destinations, and challenging these places to balance rapid growth with long-term sustainability. So, let’s explore how set-jetting is shaping the future of travel.
Set-Jetting Transforms Film Spots into Global Travel Destinations
There’s little that promotes a destination like its appearance in a blockbuster movie or TV show. Set-jetting has demonstrated the ability to transform filming locations from relative unknowns into popular attractions, injecting money, culture, and tourists into areas that were once quite quiet. For example, Dubrovnik, Croatia—the picturesque location for King’s Landing in “Game of Thrones”—experienced a huge influx of fans after the series became a hit, with themed tours generating around £18.2 million ($24.5 million) in 2024 alone. As of 2025, the fascination remains, despite the city’s efforts to limit daily visitors to 20,000 to manage overtourism. Even so, U.S. tourist arrivals increased by 14%, reaching 238,000 for the year.
Across the Pacific, New Zealand’s stunning landscapes featured in “The Lord of the Rings” and “The Hobbit” films continue to attract fans, even two decades later. Around 12% of international visitors cite the film saga as a primary reason for their trip, with that figure rising to 18% among Asian travelers. Back in the UK, the “Harry Potter” films have created a substantial industry around broomstick bus tours, recreations of Diagon Alley, and the Warner Bros. Studio Tour, drawing millions each year and contributing significantly to the economy.
In Spain, the hit series “Money Heist” (La Casa de Papel) and “The Crown” have encouraged fans to visit Madrid and Seville. Meanwhile, South Korea’s “Parasite” and “Crash Landing on You” have created what some might call a K-wave of tourism. Looking at more recent hits from 2025, “Squid Game’s“ locations in Seoul and Jeju Island are seeing a surge in set-jetting traffic, ranking high on Expedia’s list of trending destinations for the year. Similarly, “Wednesday’s” gothic Romanian settings and “The Last of Us’ “ post-apocalyptic landscapes in British Columbia are drawing in fans of those shows. It appears these stories do more than just entertain—they often elevate locations, transforming them into travel destinations that can provide substantial economic benefits.
Streaming Giants Become Ultimate Travel Influencers
Streaming platforms—Netflix, HBO Max, Prime Video, Disney+—have really globalized our viewing habits. Now, someone in Mexico can easily binge-watch a show from South Korea, which might inspire them to visit its vibrant streets. These algorithms not only curate what we watch but also influence what we desire to experience, democratizing our travel dreams.
Producers are aware of this effect, and are increasingly choosing locations specifically to boost tourism. Governments often offer incentives like tax credits and logistical support through film commissions, hoping that just one compelling scene can sustain a surge in tourism for several years. In many instances, this smart approach can help reduce seasonal tourism lulls and generate more diversified forms of revenue.
Click here to preview your posts with PRO themes ››
Portrait of a Set-Jetter
So, who’s grabbing onto this set-jetting thing? Imagine someone maybe in their late twenties, passport worn thin, glued to their phone. They’re digital natives, deeply invested emotionally, and their Instagram is ready to roll. You’ll find Gen Z, those born around the turn of the millennium, leading the pack, thanks to those tempting TikTok snippets and short videos where it’s hard to tell where watching ends and traveling begins. Millennials, often with flexible work arrangements and a little FOMO, are right behind, seeking trips steeped in nostalgia, that turn into stories they can tell.
These aren’t your average tourists; they want to be part of the action, perhaps re-enacting scenes from “Squid Game” in a Seoul park or wielding swords, like in “Lord of the Rings”, in Hobbiton. The prize? A saga they can share, boosting the attraction, turning one trip into an advertisement for the next one. When travel can feel like just another thing you buy, the pull of set-jetting – reliving a story in real life – makes it a really personal and, yes, profitable thing.
When Movies Boost Local Economies
The appeal of set-jetting isn’t just for those willing to shell out for the VIP experience. It brings a rush – and money – to local communities. Visitor numbers can jump dramatically after a film’s release, sometimes as much as 30%. People stay longer, mixing movie locations with more traditional sights, and they spend more on tours, souvenirs, and experiences. Small businesses, from local guides to restaurants, benefit, as fans are willing to spend more on things that feel authentically connected to their favorite shows.
Globally, this market, worth around $66 billion in 2025, helps destinations become more resilient. It provides a diverse revenue stream, helping them withstand economic downturns, and it can also help preserve culture and heritage by encouraging pride and investment. But there’s a flip side: too much tourism can lead to a sort of “Disneylandification,” as seen in Dubrovnik, where visitor limits are now in place. But if managed carefully, film tourism can have a positive long-term impact.
A Destination’s Guide to Set-Jetting Success
Want to get in on the action? Experts at Statista and elsewhere suggest taking a strategic approach. Identify locations that would make compelling settings and create themed trails. Partner with studios for joint marketing campaigns – think Netflix-sponsored tours or HBO-themed hikes. Develop engaging experiences, like augmented reality features for “Harry Potter” fans or “Wednesday” – themed escape rooms that blend the fictional and the real.
Empower locals to become storytellers, blending cinematic tales with cultural insights. Most importantly, protect the environment: implement eco-friendly guidelines to manage crowds and ensure sustainability. As AI increasingly personalizes travel experiences (imagine your “The Crown” obsession leading to a customized trip to Buckingham Palace), destinations that collaborate and share their stories will thrive.
2025’s Set-Jetting Crystal Ball
The story continues. Augmented reality apps could let you “direct” your own adventures, overlaying “Lord of the Rings” battles onto New Zealand trails in real time. Platforms like Viator and Airbnb Experiences are working on seamless integrations, and premium offerings – like “Squid Game” – themed dinners or VIP fjord tours in Norway – are catering to high-end travelers.
AI will personalize experiences even further, creating custom itineraries based on your viewing history. As travelers look for unique experiences, expect less well-known destinations to gain popularity. The forests of Romania, as seen in “Wednesday”, or the landscapes of Thailand from “Jurassic World”, could become major attractions. Expedia predicts an $8 billion increase by 2026, with the Greek islands from “Mamma Mia!” and the Croatian coast leading the way.
Set-jetting is more than just travel; it’s a way of connecting with stories that resonate, encouraging us to explore new places alongside our favorite characters. As screens light up around the world in 2025, your next adventure might begin with “Play.”