In the era of streaming platforms, cinematic universes, and hyper-realistic video games, travel inspiration is no longer confined to glossy brochures or Instagram feeds. A new trend, dubbed “set-jetting,” is transforming the way people explore the world, drawing them to real-world locations featured in their favorite movies, TV shows, and even games. This phenomenon not only redefines travel but also revitalizes tourism in regions that have been immortalized by the screen.
What is Set-Jetting?
Set-jetting, a playful portmanteau of “set” (as in film set) and “jet-setting,” refers to the growing trend of people traveling to destinations they’ve seen in visual media. Whether it’s the cobblestone streets of Paris made famous by Emily in Paris, the rugged landscapes of Montana from Yellowstone, or the glitzy skyline of Dubai featured in The Real Housewives of Dubai, travelers are increasingly drawn to locations where their favorite stories unfold.
This trend taps into a deep human desire to bridge fantasy and reality. It’s not just about seeing a place; it’s about stepping into the world where the magic happens—whether that’s the romantic escapades of fictional characters or the action-packed missions of a video game protagonist.
The Economic Impact of Set-Jetting
Set-jetting is more than just a travel fad; it’s an economic powerhouse for tourism. Consider Dubrovnik, Croatia, whose tourism skyrocketed by 500% after serving as a filming location for Game of Thrones. Similarly, New Zealand became synonymous with Middle-earth after The Lord of the Rings trilogy, turning its landscapes into a global pilgrimage site for fans.
Local economies benefit from this influx of tourism, spurring growth in hospitality, guided tours, and even memorabilia sales. Entire industries have emerged around catering to set-jetters, from themed tours to immersive experiences like The Wizarding World of Harry Potter parks in Orlando and Hollywood.
Why Set-Jetting Appeals to Travelers
1. Emotional Connection
Audiences develop strong emotional ties to the characters and worlds they see on screen. Visiting these locations feels like connecting with a beloved story, making the experience deeply personal.
2. Immersive Storytelling
Unlike traditional sightseeing, set-jetting allows travelers to immerse themselves in narratives they already know and love. Walking through the streets of Dubrovnik (a stand-in for King’s Landing in Game of Thrones) feels like stepping into Westeros itself.
3. Cultural Discovery
Films and shows often highlight the unique architecture, culture, and natural beauty of their filming locations. Travelers are motivated to explore the real-world essence of these places, often discovering aspects they wouldn’t have considered otherwise.
4. The Instagram Effect
Let’s not forget the lure of capturing the perfect photo. Locations with cinematic or gaming backdrops offer unparalleled opportunities for unique and enviable shots.
Video Games: The New Frontier in Set-Jetting
While films and TV shows have long influenced travel, video games are the next big driver of set-jetting. Games like Assassin’s Creed—known for its meticulously recreated historical settings—have inspired players to visit cities like Florence, Cairo, and Paris. The level of detail in these virtual worlds ignites curiosity about the real-life landmarks and cultures they emulate.
Moreover, events like the Final Fantasy XIV fan gatherings in Japan or tours inspired by The Witcher series in Poland showcase how gaming communities extend their love for these universes into real-world exploration.
Notable Set-Jetting Hotspots
1. Paris, France (Emily in Paris)
Whether it’s sipping coffee by the Seine or exploring the hidden courtyards of Montmartre, fans flock to the City of Light to relive Emily’s adventures.
2. Montana, USA (Yellowstone)
The show’s depiction of sweeping vistas and cowboy culture has driven an influx of visitors to Montana’s national parks and ranches.
3. Dubrovnik, Croatia (Game of Thrones)
King’s Landing may have faced countless battles, but Dubrovnik enjoys a peaceful boom in tourism.
4. Tokyo, Japan (Lost in Translation)
The film’s ethereal portrayal of Tokyo has inspired travelers to explore its neon-lit streets and serene temples.
5. Scotland (Outlander)
From rugged highlands to ancient castles, Outlander has brought new attention to Scotland’s breathtaking landscapes.
Tips for Aspiring Set-Jetters
If you’re ready to plan your own set-jetting adventure, here are some tips to make the most of your trip:
The Future of Set-Jetting
As storytelling mediums evolve, set-jetting is poised to expand even further. Streaming platforms and virtual reality experiences blur the line between on-screen fiction and real-world settings. With video games and augmented reality adding another layer of interaction, the possibilities for immersive travel are endless.
Moreover, as filmmakers and game developers increasingly choose diverse and lesser-known locations, set-jetting could help distribute tourism more evenly, offering both travelers and host communities a chance to grow.
Set-jetting is more than a trend; it’s a testament to the power of storytelling. By blending our love for narrative with our desire to explore, it turns fiction into reality, one plane ticket at a time. Whether you’re a cinephile, a gamer, or a casual traveler, there’s never been a better time to pack your bags and step into the worlds that inspire you.