There’s a new kind of travel bug going around, and it doesn’t start with a guidebook. It starts with a screen. Set-jetting, the trend of choosing travel destinations based on where a favorite movie or TV show was filmed, has become one of the biggest forces shaping global tourism today. Streaming platforms have made it easier than ever to fall in love with a place before ever setting foot there, and travelers are increasingly turning that on-screen obsession into real-life itineraries. From Italian coastlines to Korean cityscapes, here are some of the destinations riding this wave, and why they’ve become bucket-list favorites almost overnight.
Sicily, Italy: The White Lotus Effect
Few shows have driven travel bookings quite like Season 2 of The White Lotus. The series put Sicily firmly in the spotlight, leading to a massive surge in travelers booking stays at the opulent San Domenico Palace in Taormina, the very hotel featured throughout the season. What was once a beautiful but relatively under-the-radar Italian destination is now a magnet for fans hoping to experience the same sun-drenched luxury, cliffside views, and old-world charm they watched unfold on screen.
- Taormina has seen a sharp rise in hotel bookings and guided tours tied directly to the show
- Travelers often seek out the exact filming locations, from the hotel terrace to nearby coastal towns
- The trend has also boosted interest in lesser-known parts of Sicily beyond the main tourist trail
Paris, France: Emily in Paris and a New Wave of Francophiles
Paris hardly needs help attracting tourists, but the wildly popular Netflix series Emily in Paris created an entirely new generation of Francophiles eager to live out their own Parisian main-character moment. The show drove tourists to visit specific locations like Place de l’Estrapade and Café de Flore, turning them into must-visit stops rather than just charming backdrops.
- Fans often plan entire itineraries around recreating scenes from the show
- Cafés and neighborhoods featured in the series have seen noticeable upticks in foot traffic
- The trend has renewed interest in Paris among younger travelers discovering the city through a modern lens
New Zealand: The Lasting Power of Middle-earth
Even years after The Lord of the Rings and The Hobbit first premiered. New Zealand continues to benefit from one of the most enduring set-jetting trends in film history. The unparalleled, rolling green hills of Matamata continue to attract fans of both franchises. Where visitors can take guided tours of the Hobbiton Movie Set and walk through the same landscapes that made Middle-earth feel real.
- Hobbiton remains one of New Zealand’s most visited film tourism sites, over a decade after the films’ release
- The tours offer an immersive experience, from hobbit holes to the Green Dragon Inn
- This lasting popularity shows how set-jetting isn’t always tied to a show’s original release window
South Korea: XO, Kitty and Seoul’s Growing Screen Tourism Appeal
South Korea has become one of the fastest-growing set-jetting destinations, thanks in large part to Netflix’s XO, Kitty. Which introduced international audiences to Seoul through a fresh, youthful lens. The show has drawn a new wave of younger travelers eager to explore the city’s schools, cafés, and neighborhoods. Featured throughout the series, adding to South Korea’s already booming reputation as a pop-culture travel hub.
- Seoul continues to see rising interest from international fans of Korean dramas and films
- Set-jetting here often overlaps with K-pop and K-drama tourism more broadly
- The trend reflects how younger audiences are increasingly choosing destinations based on streaming content rather than traditional travel marketing
The Bigger Picture
Set-jetting shows no signs of slowing down. As streaming platforms continue producing globally popular content, more destinations will likely find themselves thrust into the travel spotlight overnight. For travelers, it offers a fun, story-driven way to explore the world, but it’s worth remembering these are real places with real communities, not just movie sets waiting to be visited.
