As of October 2024, set-jetting—where fans visit destinations featured in popular TV shows and films continues to significantly influence global tourism. This article explores how places like Sicily, Romania, Hawaii, and Thailand have experienced remarkable growth due to their connection with pop-culture hits, offering travelers immersive and unique experiences.

Set-Jetting’s Rise in 2024

As of late 2024, set-jetting, the trend where travelers plan their vacations around the filming locations of popular TV shows and films, is gaining momentum. Particularly among Millennials and Gen Z, this trend has become more than just a passing fad. Rather, it has reshaped how many approach travel, with fans seeking to immerse themselves in the locations that captivated them on screen. From the lush tropical setting of The White Lotus in Hawaii to the mysterious gothic architecture showcased in Wednesday in Romania, set-jetting has emerged as one of the most prominent travel trends of the year​

Popular Set-Jetting Destinations in 2024

Several destinations that have been featured in major TV shows and films have quickly become iconic for set-jetting enthusiasts. These locations have drawn fans and tourists alike, eager to explore the settings that captured their imaginations.

Hawaii & Sicily: The White Lotus Effect

The global success of The White Lotus has had a transformative effect on tourism in both Hawaii and Sicily. The second season, which was filmed at the San Domenico Palace in Taormina, Sicily, turned this luxury resort into a highly sought-after destination for fans of the show. In a similar vein, the Four Seasons Resort Maui at Wailea, which served as the backdrop for the show’s first season, saw a staggering 300% increase in travel demand​.

These locations, which blend breathtaking natural beauty with luxurious resort experiences, have captured the attention of travelers seeking the elegance and allure depicted on-screen. Fans are often booking special tours and exclusive experiences designed to reflect the opulence and atmosphere portrayed in The White Lotus, enhancing the appeal of these stunning spots.

Romania: Wednesday Ignites Gothic Tourism

The release of Wednesday on Netflix has breathed new life into Romania’s tourism sector, particularly in Transylvania. The eerie Cantacuzino Castle, which doubled as the fictional Nevermore Academy, inspired a surge in travel interest to the region, increasing by 150%​

 Romania’s naturally mysterious landscape, paired with the gothic style seen in Wednesday, has made the country a prime destination for adventure travelers and gothic culture enthusiasts.

Tour operators across Romania have capitalized on this trend by offering specialized tours that explore filming locations as well as historical sites featured in other gothic and horror productions. These tours allow visitors to step into a world where Romania’s deep history and folklore come to life, making it a top choice for set-jetters in 2024.

Paris: Emily in Paris Drives Romantic Travel

With the release of Emily in Paris, the City of Lights has experienced a significant increase in younger tourists seeking to capture the chic, picturesque Paris featured in the series. Since the show’s debut, travel demand for Paris has surged by 200%​

Visitors are particularly drawn to locations like Café de Flore, Pont Alexandre III, and Le Marais—key spots made famous by the series.

These tourists are looking for more than just iconic landmarks—they want to embrace the cosmopolitan lifestyle portrayed by Emily. Shopping at local Parisian boutiques, dining at popular bistros, and exploring the city as Emily does in the series are high on the list for set-jetters. As a result, themed tours and events inspired by the show have been organized, offering tourists the chance to immerse themselves in Emily’s Parisian experience.

Thailand: The New White Lotus Destination

As fans eagerly await the upcoming season of The White Lotus, which will be set in Thailand, the country is already preparing for a tourism boost similar to what Hawaii and Sicily experienced after earlier seasons of the show. With its tropical beaches and serene resorts, Thailand is poised to become a top set-jetting destination in 2024​

Locations like Phuket and Krabi are expected to attract travelers seeking the same luxurious and picturesque landscapes shown in the series. Thai tourism authorities have already begun promoting luxury resort packages and culturally immersive experiences aligned with the themes of the show, ensuring Thailand’s status as a prime vacation spot for set-jetters.

Set-Jetting and Experiential Travel: Going Beyond Sightseeing

Set-jetting offers a far more immersive experience than traditional sightseeing. Travelers who embrace this trend are not just interested in visiting famous landmarks—they want to fully engage with the locations, stepping into the worlds created by their favorite TV shows and films. This aligns with the growing interest in experiential travel, where tourists seek personal, emotional, and cultural connections with the places they visit.

For instance, fans of The Bear are now traveling to Chicago to explore the city’s rich culinary culture, inspired by the show’s portrayal of high-pressure kitchens and gritty local restaurants. Since the release of The Bear, Chicago has seen a 45% increase in travel demand, with tourists looking to experience the authentic food scenes portrayed on screen​

Similarly, Succession has spurred a 65% increase in travel searches for Norway, where its final episodes were filmed. The series’ use of Norway’s breathtaking fjords and dramatic landscapes has led to a renewed focus on eco-tourism and adventure travel, further enhancing the destination’s appeal​

Streaming Platforms Fueling the Set-Jetting Trend

Streaming platforms such as Netflix, HBO Max, and Disney+ are playing an instrumental role in the rise of set-jetting. These platforms not only provide visually stunning content but also showcase destinations that viewers are eager to visit. For example, after the release of Squid Game, South Korea saw a notable increase in travel interest, with fans flocking to Seoul to visit the show’s filming locations​.

In response to this growing trend, travel companies like Expedia have begun curating specialized set-jetting itineraries, making it easier for travelers to plan vacations around their favorite shows. These itineraries include not only detailed information on filming locations but also immersive experiences that reflect the unique settings of the shows​

As set-jetting continues to gain momentum in 2024, its long-term influence on global travel seems certain. The ability of TV shows and films to shape travel behavior has become more apparent, with new and lesser-known destinations gaining widespread attention. By allowing travelers to engage more deeply with the locations they see on screen, set-jetting offers a new way to explore the world through the lens of popular media.

For many destinations, embracing this trend can result in significant boosts to their tourism industries. By catering to the growing demand for set-jetting experiences, these locations can solidify their place as must-visit destinations for travelers seeking unique, pop-culture-inspired adventures