Set-Jetting: When the Screen Becomes the Destination

It started with "The White Lotus" in Sicily. Then it was "Emily in Paris," "Game of Thrones" in Croatia, and "The Last of Us" in Alberta. For years, we have been traveling to the places where our favorite stories unfold. But in 2026, "Set-Jetting" has moved from a niche hobby to a dominant force in global tourism, projected to become a potential $8 billion industry in the U.S. alone.

The Staggering Numbers

The numbers are staggering. More than half of travelers (53 percent) say their desire to take a set-jetting trip has increased in the past year. And among Gen Z and Millennials, that figure jumps to an astonishing 81 percent. We are no longer just watching stories; we are actively seeking to step inside them.

What's Driving the Phenomenon?

What is driving this phenomenon? It is a combination of factors:

1. The Golden Age of Content

First, the sheer volume and quality of streaming content. We are living in a golden age of television and film, with productions that are more cinematic, more ambitious, and more visually stunning than ever before. These shows are not just entertainment; they are travel brochures for a new generation.

2. Emotional Connection

Second, there is the emotional connection. We spend hours, sometimes days, with these characters. We invest in their lives, their struggles, and their joys. To walk where they walked, to see what they saw, is a way of extending that emotional connection beyond the screen. It makes the fiction feel real. It bridges the gap between the imagined world and the physical one.

3. Social Currency

Third, there is the power of social media. To post a photo of yourself at the exact spot where your favorite character had a life-changing moment is a form of cultural currency. It signals that you are not just a passive viewer, but an active participant in the story. You are a superfan, and you have the photos to prove it.

Hotspots for 2026

For 2026, the forecast is particularly exciting:

• With the next location of "The White Lotus" rumored to be in France, we can expect a surge of interest in French destinations that embody the show's signature blend of luxury, drama, and stunning scenery.
• The rolling hills of Yorkshire in the U.K. are set to become a major hotspot, driven by new adaptations of classics like "Wuthering Heights" and the finale of "Downton Abbey." Travelers will want to experience the rugged beauty of the moors and the stately elegance of the great English estates.
• Croatia, already a star thanks to "Game of Thrones," is likely to see another wave of interest as new fantasy epics and historical dramas continue to film along its spectacular coastline.

Literary Journeys

But Set-Jetting is not just about chasing blockbusters. It is also about the quieter, more literary journeys. Tours following in the footsteps of fictional characters like Sherlock Holmes in London or Harry Potter in the U.K. remain perennially popular. These are pilgrimages for the bookish set, offering a chance to see the world through the eyes of beloved characters.

The Double-Edged Sword

For destinations, the Set-Jetting boom is a double-edged sword. A single show can put a small town on the map overnight, bringing a flood of tourists, revenue, and attention. But it can also lead to overtourism, straining local infrastructure and altering the very character that made the place appealing in the first place. Sustainable Set-Jetting requires planning and foresight. Destinations must manage the influx, encouraging visitors to explore beyond the main filming locations and to engage with the local culture in a respectful way.

As for the traveler, the question is simple: what story do you want to live inside? In 2026, the world is your screen, and every destination is a potential plotline waiting to be explored. So pick your favorite show, book your ticket, and get ready to step into the story. The cameras may have stopped rolling, but your adventure is just beginning.