Set-Jetting: Capitalising on the trend for your travel brand

Feb

More and more people are choosing their next travel destination based on the latest movie or show they have watched - and if you’re a travel brand, knowing which series or film was shot close by, might be the secret hack on how to increase bookings.

What is set-jetting and how did the trend get so popular?

Set-jetting, travelling specifically to destinations featured in films and television series, has seen a significant rise in popularity in the last few years. According to Expedia’s Unpack ’25 report, 66% of travellers have been influenced by locations they’ve seen on screen when planning their trips.

The term ‘set-jetting’ was actually first coined by New York Post journalist Gretchen Wilson in 2008, but following the pandemic the trend has really taken off. For instance, fans might visit Dubrovnik to walk the streets depicted in “Game of Thrones”, while “White Lotus” put Palermo, Cefalù, Taormina, and Noto in Sicily on everyone’s travel bucket list.

The surge in the set-jetting trend has several reasons:

The rise of streaming services: With more and more streaming platforms becoming available globally, more people are able to enjoy series and movies and through them discover new exciting and breathtaking destinations.
The tiktokification of travel: TikTok recently reported that 71% of its European users were booking holidays using recommendations from the platform. Combine this with sharing clips of our favourite TV shows and movies and it comes as no surprise that Paris (“Emily in Paris”) and Chicago (“The Bear”) were some of the highest trending cities on TikTok in the past year.
Post-pandemic travel boom: While everyone was stuck inside watching various shows and movies, we couldn’t help but fantasize about travelling to these places. So when travel restrictions finally lifted, there was a renewed enthusiasm to discover the destinations we had been discovering through our screen. For example, “Normal People” and “Derry Girls”, both of which became trending TV shows in 2020, promoted international travel to Ireland beyond Dublin.

How to identify set-jetting opportunities for your travel brand

If you’re in the travel business, leveraging the set-jetting trend can help boost your brand’s visibility and bookings. Here’s how you can identify set-jetting opportunities and make the most of them:

Monitor trending films and TV series and stay updated on future productions: To tap into the set-jetting trend, stay informed about the latest films and TV series that are gaining popularity. Pay attention to streaming platforms, social media discussions, and award-winning productions. Upcoming film and TV productions can also provide potential opportunities before they even hit the screen. Keep an eye on filming announcements and potential new set-jetting hotspots so you can plan ahead and be one of the first to offer travel experiences related to them. For our client, Discover Crystal Rivers, we monitored Disney’s promotion of their live action “The Little Mermaid” and sent two journalists on a press visit to Crystal River to learn how to be a mermaid just in time for the movie release, securing coverage in The Telegraph.

Leverage social media trends: Social media plays a crucial role in set-jetting. Platforms like Instagram, TikTok, and X often highlight trending travel destinations related to films and shows. Use hashtags, location tags, and influencer content to track which destinations are gaining traction.
Collaborate with local tourism boards and businesses: Collaborating with tourism boards and film commissions can help legitimise your offering and increase exposure. Many of these organisations actively promote filming locations and may feature your set-jetting experience in their marketing campaigns or press releases. For example, after the success of “Wicked: Part 1”, which was partly filmed in East Anglia, Lonely Planet featured the destination in Best in Travel 2025 book, so the region is sure to push the shooting location just in time for “Wicked: Part 2” to hit the theatres – a great opportunity for any hotels or travel brands in the area.

How to secure coverage from the set-jetting trend

Securing media coverage for your set-jetting experiences can significantly boost your brand’s visibility. Here’s how to capitalise on this trend and gain the coverage you need.

Develop immersive product experiences: Media outlets are always looking for fresh angles. Craft travel packages, themed tours, or special accommodations that immerse visitors in the world of their favourite shows or films. Adding exclusive behind-the-scenes insights or collaborations with local experts can make your offering even more compelling. For example, Visit Estonia jumped on Christopher Nolan’s 2020 movie “Tenet” being filmed in Tallin and created a dedicated tour of the shooting locations. But you don’t always have to go big, even a small addition to an existing product that relates to the new movie/TV show can give your brand a new interesting hook.
Engage with influencers and travel journalists: Influencers and journalists play a crucial role in amplifying set-jetting experiences. Reach out to travel writers, bloggers, and social media personalities who specialise in film tourism. Offer them an opportunity to experience your set-jetting package firsthand in exchange for coverage. When the Barbie movie was trending, Gosh PR did just that. We created a Barbie-inspired tour through California with our client, America As You Like It, for a media trip, securing coverage in The Times as a result.
Pitch to the right media outlets: Craft compelling pitches tailored to travel and entertainment journalists. Research which publications feature set-jetting pieces and highlight what makes your set-jetting experience unique and why it’s relevant to their audience. Whether it’s a Lord of the Rings-themed adventure in New Zealand or a Bridgerton-inspired stately home tour in England, a well-targeted pitch can land you valuable press coverage.