Jet-jetting is growing in popularity around the world

In an age where our love for travel collides with our desire for the screen, “set jetting” – a rising trend in cinematic fuel – is fundamentally changing the face of global tourism. Forget just visiting famous beaches or historic sites; Fans now travel to the places featured in their favorite movies, TV shows and documentaries, eager to immerse themselves in the world that captivated them.

By bridging the gap between escapism and real-world exploration, this phenomenon has really taken off, especially with digital natives, turning fictional settings into realistic travel adventures. The global film tourism market, largely driven by jet-setting, is expected to reach a remarkable $66 billion by 2025 and is expected to reach $145 billion by 2035, growing at an estimated CAGR of 8.2%. It is no longer just a vested interest; It has become a major force in experiential travel, where the bragging rights of being there arguably exceed those of traditional tourist destinations.

The term itself, a combination of “set” (as in a movie set) and “jetting,” perfectly describes how storytelling now illuminates our travel aspirations. A quick search on TikTok or a Netflix recommendation can inspire an impromptu trip to Seoul or a tour of Croatian castles. But beyond Instagram photos and spoiler-filled posts, jet-setting is reshaping the global tourism industry by providing economic growth, showcasing lesser-known destinations, and challenging these destinations to balance rapid growth with long-term sustainability. So, let’s see how jet-setting is shaping the future of travel.

Set jetting turns movie locations into international travel destinations

There are few things that promote a destination like its appearance in a blockbuster movie or television. Set jetting has demonstrated the ability to transform filming locations from unknown locations into popular attractions, bringing money, culture and tourists to once-quiet areas. For example, Dubrovnik, Croatia—the iconic location for King’s Landing in “Game of Thrones”—experienced a huge influx of fans after the series became popular, with themed tours generating around 18.2 million pounds ($24.5 million) in 2024 alone. Until 2025, despite the city’s efforts to manage tourism by limiting the number of daily visitors to 20,000, the attraction remains. Even U.S. tourist arrivals increased 14%, to 238,000 for the year.

Across the Pacific, New Zealand’s stunning landscapes featured in the films “The Lord of the Rings” and “The Hobbit” continue to captivate fans even two decades later. About 12% of international visitors cite the film’s story as the main reason for their trip, with this number rising to 18% among Asian travelers. Back in Britain, the “Harry Potter” films have created a significant industry around Broomstick Bus Tours, Diagon Alley Entertainment and the Warner Bros. Studio Tour that bring in millions each year and contribute significantly to the economy.

In Spain, the hit series “The 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 call a K-wave of tourism. Looking at more recent hits from 2025, “Squid Game” destinations in Seoul and Jeju Island are seeing an increase in jet-setting traffic, ranking high on Expedia’s list of trending destinations for the year. Similarly, “Wednesday’s” Gothic Romanian setting and “The Last of Us”‘s post-apocalyptic British landscape appeal to fans of these shows. It seems that these stories do more than just entertain – they often elevate places, turning them into travel destinations that can provide significant economic benefits.

Streaming giants are becoming the latest travel influencers

Streaming platforms—Netflix, HBO Max, Prime Video, Disney+—have truly globalized our viewing habits. Now, someone in Mexico can easily watch a South Korean show, which might encourage them to visit these vibrant streets. These algorithms not only curate what we see but also influence what we want to experience, democratizing our travel dreams.

Producers are aware of this effect, and are increasingly choosing destinations specifically to promote tourism. Governments often offer incentives such as tax credits and logistical support through film commissions, hoping that just one attractive scene can sustain a surge in tourism for several years. In many cases, this smart approach can help reduce seasonal tourism bottlenecks and generate multiple forms of income.

Picture of Seth Jeter

So, who’s grabbing this jet-setting thing? Imagine someone in their late twenties, wearing a thin passport, glued to their phone. They are digital natives, deeply invested emotionally, and their Instagram is ready to roll. You’ll find Gen Z, those born during the millennial age, leading the pack, thanks to those inspiring Talk Talk pieces and short videos where it’s hard to tell where the viewing ends and the journey begins. Millennials, often with flexible work arrangements and a bit of FOMO, are right behind, looking for adventures in nostalgia, which turn into stories they can relate to.

These are not your average tourists; They want to be part of the action, perhaps re-enacting scenes from the “Squid Game” in a Seoul park or wielding swords like in “Lord of the Rings” in Hobbiton. Award? A story they can share, fosters passion, turns one journey into an advertisement for another. When travel can feel like just another thing you’re taking, the pull of set-jetting—living the story in real life—makes it something truly personal and, yes, rewarding.

When movies boost the local economy

Seat jetting’s appeal isn’t just for those willing to shell out for a VIP experience. It brings a rush – and money – to local communities. Viewership can increase dramatically after a movie is released, sometimes by as much as 30%. People are staying longer, mixing movie locations with more traditional destinations, and they’re spending more on tours, souvenirs, and experiences. Small businesses, from local guides to restaurants, benefit, as fans want to spend more on things that feel authentic to their favorite shows.

Globally, this market, which will be worth around $66 billion by 2025, is contributing to more resilient destinations. It provides a diversified income stream, helps them against economic crises, and it can also help preserve culture and heritage by encouraging pride and investment. But there is another side: more tourism could lead to a kind of “Disneylandification”, as seen in Dubrovnik, where there are now visitor restrictions. But if managed carefully, film tourism can have a positive long-term impact.

The destination guide to jet-setting success

Want to get in on the action? Experts at Statista and elsewhere recommend a strategic approach. Identify places that create interesting settings and create themed routes. Partnering with studios for joint marketing campaigns—think Netflix-sponsored tours or HBO-themed promotions. Create engaging experiences, such as augmented reality features for “Harry Potter” fans or “Wednesday”-themed escape rooms that blend fiction and reality.

Empower local people to become storytellers, combining cinematic storytelling with cultural insight. Most importantly, environmental protection: implementing environmentally friendly guidelines to manage congestion and ensure sustainability. As AI increasingly personalizes travel experiences (imagine your “crown” obsession leading to a customized trip to Buckingham Palace), places that collaborate and share their stories will continue to thrive.

2025 Set Jetting Crystal Ball

The story continues. Augmented reality apps can let you “live” your travels, covering the “Lord of the Rings” battles on New Zealand roads in real time. Platforms such as Viator and Airbnb Experience are working on seamless integration, and premium offerings – such as “squid games” – themed dinners in Norway or VIP fjord tours – cater to high-end travelers.

AI will personalize experiences even more, creating customized tours based on your viewing history. As travelers seek out unique experiences, expect lesser-known destinations to gain popularity. The forests of Romania, as seen in “Wednesday”, or the landscapes of Thailand from “Jurassic World” can be interesting places. Expedia predicts an increase of $8 billion by 2026, the “Mamma Mia!” From with the Greek Islands. And the Croatian coast leads the way.

Jet-jetting is more than just travel. It’s a way to connect 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 may begin with “the game.”