How Filming Locations Are Becoming the Next Big Travel Trend

• Screen tourism has surged worldwide, with iconic filming locations like New Zealand and Dubrovnik attracting tourists thanks to their appearances in popular films and TV shows.
• Social media amplifies this trend, as influencers and travel enthusiasts share their experiences, inspiring others to visit these on-screen destinations.
• While challenges like overcrowding and over-commercialisation exist, sustainable tourism practices can help preserve local cultures and enhance the overall visitor experience.

In today’s world, where pop culture and tourism are closely connected, on-screen locations have transformed from simple backdrops to must-visit destinations for millions of travellers. This rising trend, known as “set-jetting,” is redefining the way we explore the world, with iconic movie and TV sets becoming major tourist attractions. From the breathtaking landscapes of New Zealand to the vibrant streets of New York, on-screen locations are emerging as sought-after travel spots in their own right.

The Rise of Set-Jetting: Why Film and TV Locations Matter

Set-jetting—the practice of visiting filming locations from beloved films and TV shows—has been around for years, but its surge in popularity can be traced back to the rise of streaming platforms like Netflix, Disney+, and Amazon Prime. These services have made international content easily accessible, fuelling a growing curiosity among viewers to explore the real-world locations showcased on screen. From stunning natural landscapes to vibrant city streets, these destinations now draw fans eager to immerse themselves in the worlds of their favourite stories.

How On-Screen Locations Shape Travel Trends

Filming locations have a remarkable way of influencing travel, turning ordinary places into must-visit destinations. Take Game of Thrones, for instance. Dubrovnik, Croatia, became a hotspot for fans after being featured as King’s Landing, with visitors flocking to its historic streets. Similarly, New Zealand’s stunning landscapes, showcased in The Lord of the Rings trilogy, have drawn adventure-seekers eager to explore the world of Middle-earth.

This trend continues with modern hits like The White Lotus and Emily in Paris. After season one of The White Lotus showcased Hawaii, Expedia reported a remarkable 300% surge in searches for the Hawaiian Islands. Meanwhile, Emily in Paris sparked a wave of tourists flocking to the French capital, enchanted by its romanticised portrayal—despite the city’s realities often diverging from the show’s idealised version.

The Magic of Visiting On-Screen Locations

There’s something truly magical about standing in a spot where a favourite TV show or movie came to life. The appeal lies in how these locations bring beloved stories to reality, evoking cherished memories and making fans feel as though they’ve stepped into another world.

Take New Zealand’s breathtaking landscapes, for example. The rugged beauty of the South Island became iconic as the setting for The Lord of the Rings. For fans, visiting these sites isn’t just sightseeing—it’s reliving the enchantment. Standing on the plains of Rohan or wandering through the forests of Lothlórien feels like stepping into Middle-earth itself, even though these places are firmly rooted in the real world.

Similarly, a stroll through Positano’s charming streets can transport fans of Under the Tuscan Sun to the romantic Italian villa central to the story. While the real-life experience might not match the movie’s idyllic portrayal, the emotional connection to the narrative makes the journey worthwhile.

The Economic Power of On-Screen Tourism

On-screen tourism brings substantial economic benefits, turning filming locations into thriving hubs of activity. Beyond boosting local businesses, it shines a global spotlight on lesser-known destinations, transforming them into must-visit hotspots. The impact of Game of Thrones and The Lord of the Rings on tourism has reshaped the economies of places like Dubrovnik, Croatia, and Queenstown, New Zealand. Locals have seen a surge in revenue as fans flock to experience these iconic settings in person.

Destinations have smartly capitalised on this trend, offering tailored tours, unique experiences, and themed souvenirs. In New Zealand, fans of The Lord of the Rings can embark on guided tours of filming sites, immersing themselves in the world of Middle-earth. Similarly, Dubrovnik hosts walking tours for Game of Thrones enthusiasts, allowing visitors to stand where the show’s most memorable scenes were filmed. These offerings not only enrich the tourist experience but also drive sustained economic growth for the region.

Social Media’s Role in Boosting Set-Jetting

Social media has become a driving force behind the growing popularity of on-screen destinations. Platforms like Instagram, TikTok, and YouTube allow fans to showcase their travels to iconic filming locations through photos and videos. These posts often go viral, offering a glimpse of how these places look beyond the TV screen and sparking curiosity among potential travellers.

Travel influencers have embraced this trend, turning on-screen destinations into must-visit spots for their followers. A single Instagram post featuring the mediaeval charm of Dubrovnik, known for its role in Game of Thrones, or a snapshot of Paris inspired by Emily in Paris, can amass thousands of likes and shares. Such content not only boosts interest but also inspires audiences to explore these cinematic locations for themselves.

The Role of Streaming Platforms in Screen Tourism

Streaming platforms have played a pivotal role in driving the growth of screen tourism. With the global accessibility of services like Netflix and Amazon Prime, viewers can effortlessly explore diverse settings featured in shows and films. From the bustling streets of Tokyo in Tokyo Vice to the serene beaches of Thailand in The White Lotus, these on-screen destinations ignite a desire to experience these captivating locales in real life.

Moreover, the rise of travel-focused content on streaming platforms has made screen tourism even more appealing. Documentaries and travel shows, such as Jack Whitehall: Travels with My Father and Expedition Happiness, offer viewers an intimate glimpse into iconic filming locations. These programs not only deepen the connection to these destinations but also inspire audiences to pack their bags and see the magic firsthand.

Sustainable Tourism: Addressing the Challenges of Set-Jetting

While on-screen tourism brings undeniable benefits, it also poses some challenges, particularly in terms of sustainability. One of the main concerns is overcrowding. Many of the world’s most iconic filming locations are already struggling to handle large tourist numbers, and this influx can lead to both environmental and cultural damage.

For instance, Skellig Michael in Ireland, featured in Star Wars: The Force Awakens, has had to impose strict visitor limits to preserve its UNESCO World Heritage status. Likewise, Venice, which has appeared in numerous films, faces severe overtourism issues, with overcrowded streets and a fragile infrastructure at risk of degradation.

To mitigate these concerns, destinations need to adopt sustainable tourism practices. These may include capping visitor numbers, promoting off-season travel, and educating tourists about the importance of cultural preservation. By embracing these strategies, locations can continue to benefit from screen tourism while safeguarding their cultural and environmental heritage for future generations.

What the Future Holds for On-Screen Locations

As the gap between entertainment and travel narrows, the future of screen tourism is promising. With streaming services on the rise and travellers seeking unique, immersive experiences, filming locations are becoming increasingly central to the tourism industry. As demand for authentic travel intensifies, visits to iconic movie and TV locations are expected to soar.

However, destinations must strike a balance between attracting tourists and implementing sustainable tourism practices to avoid becoming overwhelmed. By embracing this trend and prioritising responsible travel, on-screen locations can remain thriving, must-see destinations for years to come.

From Screen to Reality: The Magic of Set-Jetting

In today’s world of on-screen tourism, iconic film and television locations are no longer confined to the screen. Whether it’s the majestic mountains of Iceland from Game of Thrones or the sun-drenched beaches of Hawaii from The White Lotus, fans are eager to immerse themselves in the places they’ve seen on screen. As the popularity of set-jetting grows, the key challenge will be managing the rising tourist numbers while preserving the charm and integrity of these beloved locations. By balancing both, we can ensure that future generations will have the chance to experience the magic of these on-screen destinations. So, if you’ve ever dreamt of stepping into the world of your favourite characters, now is the perfect time to make that dream a reality.