Another big travel trend for 2024 is set-jetting. So, what is it and why has it become so popular?
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What is set-jetting?
Set-jetting is booking travel to a destination after seeing it on TV or in a movie. Also known as TV tourism or main character energy.
Picture this. You’re watching your favourite show. It’s got an amazing storyline, catchy dialogue, likeable main character and a stunning backdrop. So inspired by the beautiful location and gripping story, you make plans to visit.
Travellers are doing just that in big numbers. Making pilgrimages to global destinations to get a taste of what the main character experienced and soak up the gorgeous surrounds.
Here’s a list of TV shows/movies and locations which have inspired travellers to set-jet:
TV shows
- White Lotus (Season 1) – Maui, Hawaii, (Season 2) – Taormina, Italy and (Season 3) – Thailand
- Emily in Paris – Paris, France
- Game of Thrones – Northern Ireland, Iceland and Croatia
- Succession – New York
- The Crown – England
- Bridgerton – London, England
- Versailles – France
Movies
- Sound of Music – Salzburg, Austria
- Under the Tuscan Sun – Tuscany, Italy
- Eat Pray Love – Italy, India and Bali
- The Beach – Ko Phi Phi Le, Thailand
- Lord of the Rings – New Zealand
- Lion – India
- Lost in Translation – Tokyo, Japan
And the list goes on!
It’s reported that the number of travel enquiries increase after a destination has been featured in a TV show or movie. This happened with White Lotus but there are lots of examples.
A movie example is the Sound of Music. Most of us have watched the reruns of this iconic movie and seen the stunning Salzburg featured.
Want to run down the path like Maria did in the movie? You can make that dream a reality. All it takes is a passport, plane ticket and you’re ready to set-jet!
And if you’re wondering, yes I did run down the path and sing my favourite Sound of Music song. Total fangirl moment and bucket list item – fulfilled. 🤣
Need to book your Sound of Music tour? Book with Viator.
Why has set-jetting become so popular?
What is it about these TV shows and movies that convinces us to travel to these tantalising destinations?
It’s about the storytelling. A great TV show or movie has a story that hooks us in. We become so involved in it, we can picture ourselves there. The destination is so intriguing, that it suddenly goes to the top of our vacation list.
Travel inspiration increased in the pandemic. We couldn’t go outside our homes, so many of us sat glued to our TVs. These TV shows and movies gave us a much needed escape. Instantly transporting us to another place without having to leave our lounge rooms.
Once we could travel again, we rushed to book travel to destinations inspired by these TV shows. Travel inspiration comes from the most unlikely places. Our dreams, curiosity and now our favourite TV shows are influencing where we travel.
Travel Trends Reports
Expedia says in their 2023 Travel trends report that two-thirds of travellers have considered booking travel to destinations after seeing them streamed on TV or film.
And a Skyscanner report says “more travellers want to slot themselves into their favourite show and embody the main character’s energy.”
Want to book a cheap flight? Click here to book with Trip.com.
Suggested post: Bleisure – an emerging travel trend that saves you money
Has a TV show or movie inspired you to visit a destination? Did it live up to your expectations? Comment below.
Linda is an Amazon author, writer and travel blogger. Her website The Smart Travelista offers travel resources and tips via her blog, books, videos and more.
