From the majestic mountains of New Zealand to the picturesque streets of Paris, an increasing number of travellers are embracing set-jetting, planning their trips based on scenes from their favourite films.
Set-jetting refers to traveling to locations where popular TV shows or movies were filmed. What are some examples of this trend? After ‘Emily in Paris’ aired, tourism boards in France noted an increase in bookings. Likewise, New Zealand experienced a boost in tourism thanks to ‘The Lord of the Rings’ and ‘The Hobbit’ trilogies.
According to Expedia’s Unpack ’26 report, over 50 percent of global travellers have considered screen-inspired trips, and one in four have actually undertaken them. The trend is especially popular among Gen Z and millennials, who view travel as an opportunity to immerse themselves in the worlds they have grown up watching.
The phenomenon isn’t only global. In the UAE, set-jetting is gaining momentum; 81 percent of travellers report that their desire to see the sites in films or TV series has increased over the past year. Among younger generations, 59 percent of emirate’s Gen Z travellers design their holidays based on what they have seen on screen.
Destinations are adjusting to these new trends. Fans can walk the Scottish hills in Outlander footsteps, or visit Croatia’s Dubrovnik, which is Game of Thrones’ King’s Landing.
Set-jetting combines storytelling and experience. Travelers are no longer simply observing; they are actively participating in the stories that resonate with them. As film and television continue to shape global culture, this immersive trend is proving that sometimes the best travel inspiration comes not from maps but from the movies.
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