What Is Set-Jetting and Why It Matters for Destinations

Set-jetting is completely changing the way people travel, and at Kick Push, we’re no strangers to the concept. We’ve traveled all over the country—Jen to Sandusky, Ohio, to honor the late, great Chris Farley at Tommy Boy Fest; Esther to the steps of the former Exxon Building to channel her inner Diane Keaton from Baby Boom; and when I couldn’t make it all the way to Connecticut, I hijacked the set-jetting idea and built our own Stars Hollow from Gilmore Girls right in our backyard (read all about it here).

Set-jetting (also called film-induced travel) is the modern habit of planning a getaway around filming locations from beloved TV shows and movies. And it’s not niche anymore; it’s a mainstream travel trend with real-world impact. Surveys consistently show huge intent—well over half of Gen Z and Millennial travelers—to visit places they’ve seen on screen, with billions of dollars in spend flowing to cities, regions, and small businesses that harness the moment.

Why do people do it? Because stepping into a real-life version of a favorite scene is powerful—it collapses the distance between audience and story. For destinations, the opportunity is equally vivid: set-jetting funnels global attention into specific streets, cafés, trails, and outlooks—turning “someday” into a booked stay.

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What Is Set-Jetting?

At its simplest, set-jetting means traveling to filming locations made famous by on-screen stories. You’ll also hear it called screen tourism, film tourism, or a location-vacation, but the idea is the same. A traveler watches a TV series or film, feels drawn to visit, and decides to experience that world firsthand—ideally with enough context to see what’s beyond the frame.

In practice, it’s just modern trip inspiration. Swap the old billboard for a trailer, the glossy brochure for a binge-worthy season, and you’ve got a powerful nudge to book a flight.

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Why Do People Set-Jet?

There are lots of different reasons people set-jet. First, like most travel, there’s an emotion that comes with set-jetting that you can’t get at just any location. A scene from something you love doesn’t just show a place; it codes it with feeling—belonging, romance, awe, or tension. Travelers want to stand where that feeling was created and see how the place behaves off-camera. That’s why a villa scene from The White Lotus sends people to Sicily and Thailand, or why a stroll along the Seine in Emily in Paris convinces someone to rebook for shoulder season. Screen stories are sticky and often linger in the imagination of viewers.

Second, set-jetting offers the kind of unique experience traditional sightseeing can’t quite replicate. You’re not just photographing a cathedral; you’re walking the exact staircase from Bridgerton or tracing the neon-lit alleys from James Bond or Netflix’s latest K-drama—hello, South Korea. That link between private fandom and public place makes for vivid, personal memories.

And this isn’t just in theory, either. Research from Expedia finds the same pattern. Viewers act. They search, they share on TikTok, and they book. Think back to 2022—The White Lotus Season 1 buoyed interest in Hawaii, and Season 2 did the same for Italy, particularly Taormina and those Four Seasons–adjacent daydreams. The effect repeats with every breakout hit.

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Famous Real-World Examples

The Lord of the Rings / The Hobbit — New Zealand
Middle-earth became a passport stamp. Hobbiton turned a quiet Waikato hillside into a year-round must-see, while LOTR drives continue to pull fans across both islands for filming sites, workshops, and “second breakfast” photo ops.

Game of Thrones — Croatia and Iceland
Dubrovnik’s Old City doubled as King’s Landing so convincingly that crowd management and UNESCO capacity concerns followed. In Iceland, locations from Thingvellir to waterfalls and glaciers saw sharp spikes as travelers chased the show’s frozen vistas.

Sideways — California Wine Country

One indie film, a seismic shift: Santa Ynez Valley’s daily visitors jumped by up to 20%, some businesses saw nearly 50% gains, and U.S. Pinot Noir sales rose 16% the year after.

Bridgerton — Bath, England
Those honey-stone crescents and squares turned costume-drama pilgrims into repeat visitors. Walking tours, tearooms, and boutique stays now package a full “Regency weekend.”

The White Lotus — Hawaii, Sicily, Thailand
Seasonal surges followed each installment: first to Hawaii, then to Sicily (Taormina and coastal resorts), and most recently to Thailand (Koh Samui and Bangkok), blending luxury travel dreams with real-life itineraries.

Harry Potter — the U.K.
From London’s Platform 9¾ to Scotland’s Jacobite steam train and Oxford’s cloisters, the wizarding world created a durable circuit of filming locations, studio tours, and literary tie-ins.

Outlander — Scotland
Castles, standing stones, and Highland villages turned into a multi-day route; local guides, weavers, and distilleries all benefit from fans seeking time-travel ambience.

James Bond — Global Icons
Aston-Martin switchbacks in the Scottish Highlands (Skyfall), sleek hotel bars in cities like Shanghai, and classic chases in Italy keep a perennial trickle of set-jetters following 007’s footprint.

Emily in Paris — France
The series reignited interest in Parisian cafés, bridges, and neighborhoods beyond the standard circuit—shoulder-season strolls now feel like a curated location list.

Lost in Translation — Japan
A single hotel bar and a few night views in Tokyo imprinted a generation; travelers still chase that moody, neon-lit hush.

Star Wars — Desert and Out-of-This-World Landscapes
From Tunisia’s otherworldly domes to U.S. national park vistas that read like alien planets, sci-fi settings continue to reroute fans to real sand, rock, and sky.

A zoom in on the U.S.
Micro-bursts happen constantly:

• Albuquerque, New Mexico: Breaking Bad tours turned car washes and chicken joints into photo stops.
• Astoria and the Oregon Coast: The Goonies still pulls Millennial and Gen X set-jetters to the house in Astoria and Haystack Rock at Cannon Beach—an intergenerational draw that proves nostalgia has serious travel legs.
• Forks, Washington: Twilight transformed a logging town into a rain-soaked pilgrimage.
• Montana and the Mountain West: Yellowstone and spin-offs pushed ranch stays and small-town main streets into prime time.
• New York City: Long-running TV shows power everything from “Sex and the City” cupcake lines to neighborhood film walks—proof that a single stoop can become a decades-long beacon.

Taken together, these examples show how one compelling scene can turn neighborhoods, diners, and scenic turnouts into overnight hotspots—often with effects that outlast the original release.

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The Economic and Cultural Upside (and Watch-Outs)

When a show hits, awareness jumps first, then search interest, then arrivals. Depending on the title’s reach, destinations can report double-digit growth in visitation and spend; the halo can last for years, especially as fans rewatch. Small, lesser-known places can break through without buying attention, riding studio marketing and fan curiosity. That’s the quiet magic of set-jetting.

Culturally, it’s a chance to present your story on your terms. If a series filmed in your historic district or along your coast, package the context—heritage, ecology, local makers—so visitors leave with more than a selfie. The watch-outs are real, however, including overtourism stress (see Dubrovnik), mismatched expectations (Paris syndrome), and impacts on residential areas. The win comes from channeling demand—guiding people, setting expectations, and spreading visits in space and time—so the spotlight benefits your community long after the credits roll.

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How Destinations Can Embrace Set-Jetting

1) Map the story, then expand the circle.
Start with the exact filming locations (the square, the overlook, the café) and layer in context—what to notice architecturally, how to be a respectful guest, where to find local crafts or bakeries nearby. Think curated walking maps, audio guides, and microsites that connect the dots.

2) Build experiences, not just lists.
Offer themed walks, guided bike routes, and “scene-to-supper” itineraries that end at restaurants or farm stands that share the region’s flavor. If the show featured a boutique luxury resort or a cliff-edge Four Seasons moment, create a range of options—from aspirational cocktails with that view to affordable alternatives that keep the vibe without the price.

3) Use digital tools your audience already loves.
Lean into apps and platforms that catalog movie moments, and keep your official site current. Short, vertical video—especially on TikTok—helps travelers preview the mood. Partner content with creators who can explain what to see (and what to skip) with care.

4) Plan for crowd management and stewardship.
Borrow playbooks from Iceland and Bath: wayfinding that disperses visitors, shuttle loops during peak days, timed entries for fragile sites, volunteer docents on weekends, and clear “do/don’t” guidance. Residents notice when you lead.

5) Bring locals to the mic.
Train guides to translate hype into heritage. A good story connects screen to street: who lived here, what changed, what matters now. That’s how a set-jetter becomes a repeat guest.

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Should Your Destination Lean In?

Ask three quick questions:

• Do we have genuine screen ties? Maybe you hosted an HBO production, or a Netflix unit used your courthouse, or your main street stood in for New York. Even a single episode can start a story.
• Is there room to grow without strain? Be honest about capacity and context. Some sites—like the Home Alone house—sit on quiet residential blocks where added foot traffic isn’t welcome; in cases like that, the local bureau may actively discourage visitation to protect neighbors. If your old town already feels crowded, steer demand to second sites, sunrise hours, shoulder seasons, or thematic alternatives that capture the vibe without disrupting daily life.
• Do our partners want in? Hotels, restaurants, museums, and outfitters should help shape the offer—set-jetting works best as a network.

The macro winds are favorable. Industry leaders (from Expedia to studio location managers) now treat set-jetting as durable, not a fad. The trick is predicting the next hit and being ready when the trailer drops.

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How to “Hijack” Set-Jetting (Honestly)

Not every place lands a starring role—and that’s okay. If your town shares the look, mood, or themes of a breakout show or film, you can still ride the wave as long as you’re transparent that scenes weren’t filmed there. Think of it as vibe-matching with integrity.

1) Lead with the truth, then the vibe.
Say it plainly: “Filmed elsewhere. Same energy here.” Name the real filming locations, then offer your parallel experience—like a similar square, viewpoint, or vintage cinema—so you build credibility before you invite people in.

2) Translate scenes into sensory beats.
Describe what made the on-screen moment sing and recreate it honestly: the tree-lined promenade that invites a slow stroll, café tables spilling onto the sidewalk, a string quartet at golden hour, or a signature pastry paired with a spritz. When you match the setting and one or two experiential details, visitors feel the essence without believing you’re the original set.

3) Build “inspired by” itineraries and micro-festivals.
Design weekends that clearly say “inspired by,” not “from.” Try a promenade picnic with period dress optional, a sunset circuit with viewpoint cocktails, or a fall Saturday that pairs a gazebo photo, diner breakfast, and lawn concert. Labeling keeps expectations aligned and protects you legally.

4) Curate honest look-alikes.
Map architectural twins, landscape twins, and venue twins, and show them side-by-side with “On Screen / Our Scene” captions. The comparison sets expectations, sparks shares, and invites visitors to appreciate both the resemblance and your place’s authentic character.

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Quick FAQ for DMOs and Tourism Teams

How do we start if our “claim to fame” is small?
Lead with one or two sites, then frame them inside a thematically coherent day: “From screen to supper,” “Behind the scenes and city greens,” “From the set to the sunset.” Add one hands-on workshop—photo walk, cooking class, or prop-maker demo.

What if our show is between seasons?
Keep interest alive with off-season perks: behind-the-scenes talks, archive exhibits, and “director’s commentary” walks that decode how scenes were staged.

How do we measure success?
Track the obvious (web traffic, tour bookings, lodging data) and the nuanced (shoulder-season visits, dispersal to second sites, resident sentiment).

Can set-jetting help lesser-known areas?
Yes—if you steer the narrative. Tie the hero site to three supporting characters: a trail, a family-run café, a maker studio. Make it easy to say yes to the second stop.

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Step Into the Story With Set-Jetting

The next breakout series could drop any minute, and by the time it goes viral, will your destination be ready? Set-jetters will come either way. Your job is to meet them with context and care. Curate the walkable square, identify the café that can handle a rush, and steer visitors beyond the hero shot to nearby small businesses that share the benefit.

And then, invite travelers to see what the camera couldn’t. The moments that go beyond media and bring your destination into its truest form.

At Kick Push, we help DMOs and cities turn scenes into sustainable journeys, balancing buzz with stewardship, and fandom with a genuine welcome. Ready to build a set-jetting itinerary that feels like your place, not just the show? Let’s map it, manage it, and make it memorable.

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About the Author: Hilary Kanuch

Hilary is a writer and strategist at Kick Push, helping brands find the words that move people. With a background in education, community organizing, and content strategy, her work focuses on understanding what drives behavior and translating it into language that resonates.

She’s collaborated with mission-driven organizations and destination brands to clarify their voice, sharpen their stories, and connect meaningfully with their audiences. Her approach blends empathy, clarity, and strategy—because great writing doesn’t just say more; it means more.

When she’s not working with clients, you’ll find her chasing good coffee, collecting sentences, and defending Pride & Prejudice as an untouchable classic.