Travel: Set-Jetting Soars: TV Shows Inspire Global Travel Obsession

Why it is the topic trending: On-Location TV Shows Drive Significant Travel Trends and Destination Obsessions

• Popular TV shows set in visually stunning locations are increasingly influencing viewers' travel plans, leading to a phenomenon known as "set-jetting."

• This trend has significantly amplified in 2025, with a large percentage of travelers citing on-screen destinations as inspiration for their vacations.

• The power of streaming platforms in showcasing global locations has played a central role in turning obscure places into popular tourist hotspots.

Overview: Television Transforms Viewers into Real-Life Location Explorers

Today's most talked-about TV shows, from the serene beaches of Thailand in The White Lotus to the charming streets of Paris in Emily in Paris, are not only capturing audiences with their narratives but also acting as compelling travel brochures. This phenomenon, dubbed "set-jetting," has exploded in popularity, particularly after the pandemic, with a majority of travelers now admitting that their vacation plans are inspired by the captivating locations they see on screen.

Detailed findings: Expedia Reports Massive Increase in Travel Inspired by TV Shows

• Set-jetting, traveling to on-screen locations, was named a major travel trend for 2024 by Expedia.

• Expedia's research indicated that nearly 30% of travelers in 2024 were more influenced by TV shows and films than ever before for their travel decisions.

• In Expedia's annual report for 2025, a significant 66% of travelers reported that their travel plans were inspired by what they had seen on screen.

• After the trailer for The White Lotus season three, set in Thailand, was released in late 2024, searches for "Thailand holidays" spiked by an astonishing 412%.

• Some local governments, like Thailand, are actively offering tax incentives (reportedly $4.4 million for The White Lotus) to attract productions and boost tourism.

• By contrast, some locations, like the real-life bistro from Emily in Paris in Paris and Dubrovnik, Croatia (from Game of Thrones), have experienced issues with over-tourism due to their on-screen popularity.

• Thailand's Maya Bay, featured in the movie The Beach, became a tourist magnet, leading to severe ecological damage and temporary closure.

• Visit Britain launched a campaign called “Starring GREAT Britain” to encourage tourism to destinations seen in shows like Bridgerton and Outlander.

Key success factors of product (trend): Escapism, Emotional Connection, and Powerful Visual Storytelling Drive Set-Jetting

• Escapism: TV shows transport viewers to new and often exotic worlds, offering an escape from their everyday lives and inspiring a desire to experience those places firsthand.

• Emotional Connection to Narrative: Viewers develop strong emotional bonds with characters and storylines, and visiting the locations associated with these narratives allows them to feel more connected to the story.

• Powerful Visual Medium: Television's ability to showcase locations through stunning visuals can be incredibly inspiring and motivating for travel.

• Global Accessibility Through Streaming: Streaming platforms provide worldwide access to a vast array of shows, turning previously obscure locations into globally desired destinations.

• Aspirational Lifestyle: On-location TV shows often portray a certain lifestyle or aesthetic associated with the destination, which viewers aspire to experience.

Key Takeaway: Viewers are Increasingly Obsessed with Traveling to Locations Featured in Their Favorite TV Shows, Fueled by Escapism and Emotional Connection.

Main trend: Set-Jetting Takes Flight: Television's Influence on Tourism Reaches New Heights

Description of the trend (please name it): The Wanderlusting Screen: This trend describes the significant and growing phenomenon of individuals choosing their travel destinations based on the locations showcased in popular television shows, indicating a powerful intersection between entertainment and tourism.

What is consumer motivation: Travelers Seek Real-Life Immersion in Fictional Worlds and Aspirational Experiences

• Desire for Vicarious Living: TV shows allow viewers to live vicariously through characters, and visiting those locations offers a chance to step into that fictional world.

• Seeking Aspirational Experiences: On-screen destinations often represent an idealized version of a place, and travelers are motivated by the aspiration to experience that aesthetic and lifestyle.

• Fulfilling Emotional Connections: The strong emotional bonds formed with stories and characters create a desire to connect with the narrative on a physical level by visiting the filming locations.

• Inspiration and Ideas for Travel: TV shows serve as a source of inspiration and introduce viewers to destinations they might not have otherwise considered.

What is driving trend: Streaming Platform Reach, Compelling Visuals, and Post-Pandemic Travel Boom

• Global Reach of Streaming Services: Platforms like Netflix, HBO, and Disney+ have unprecedented power to showcase locations to a global audience.

• High-Quality Production and Cinematography: Visually stunning depictions of locations in high-definition TV shows are incredibly appealing and inspiring.

• Post-Pandemic Desire for Travel: After periods of lockdown and restricted travel, there is a strong pent-up demand for exploration and new experiences.

• Tourism Board Partnerships: Streaming companies often collaborate with tourism boards, creating a mutually beneficial relationship where the show markets the location and vice versa.

What is motivation beyond the trend: Childlike Joy, Escaping Reality, and the Quest for the "Feeling" of a Place

• Childlike Fun and Joy: At its core, set-jetting taps into a childlike desire to experience a place through the eyes of beloved characters.

• Escaping the Mundane: Traveling to on-screen locations offers a way to escape the routine and mundane aspects of everyday life.

• Seeking the "Feeling" of a Place: Travelers are often not just seeking the physical location but also the specific atmosphere, aesthetic, and emotional tone portrayed in the show.

Description of consumers article is referring: Inspired Travelers Driven by Favorite TV Shows and a Desire for Escapism

The article refers to:

• Viewers who are googling flights to locations seen on screen.

• People who are seeking out those fictional worlds in real life after the pandemic.

• Travellers saying that TV shows and films were more influential than ever on their travel plans.

• Individuals who feel a strong emotional bond to the story and the locations featured.

Consumer Profile: Aspiration-Driven Travelers Seeking Immersive Experiences in Fictional Settings

Conclusion: Based on the article, the consumers driving the set-jetting trend are aspiration-driven travelers who are deeply inspired by the locations featured in their favorite TV shows. They are seeking an immersive experience, hoping to connect with the narratives and emotions they felt while watching the shows by visiting the real-life settings.

• Who are them: Individuals who enjoy traveling and are avid viewers of popular TV series, often those seeking unique and emotionally resonant travel experiences.

• What kind of products they like: Travel packages or experiences that focus on visiting filming locations, behind-the-scenes tours, and opportunities to immerse themselves in the world of their favorite shows.

• What is their age?: Likely spans a wide age range, depending on the popularity of specific shows, but potentially skewed towards younger and digitally engaged audiences who are heavily influenced by streaming content.

• What is their gender?: Not specified in the article; the appeal of set-jetting likely varies depending on the show but can attract viewers of all genders.

• What is their income?: Likely a range of income levels, as the desire for travel is widespread, but the choice of destination and type of travel will depend on individual financial resources.

• What is their lifestyle: Individuals who value leisure and travel, are influenced by popular culture, and seek out experiences that align with their entertainment interests.

• What are their shopping preferences in the category article is referring to: They are likely to research travel destinations and book trips that specifically include visits to filming locations they've seen on screen.

• Are they low, occasional or frequent category shoppers: Could vary depending on their overall travel habits, but the set-jetting trend might inspire even occasional travelers to plan trips based on their favorite shows.

• What are their general shopping preferences-how they shop products, shopping motivations: They might be influenced by articles, social media posts, and travel agencies that highlight set-jetting opportunities. Their motivations include fulfilling their fandom, experiencing a sense of escapism, and capturing unique travel moments.

Conclusions: Set-Jetting Highlights the Powerful Influence of Visual Media on Travel Aspirations

The surge in set-jetting underscores the profound impact that television has on shaping our travel desires. The captivating portrayal of locations in popular shows creates a powerful allure, inspiring viewers to embark on real-life journeys to experience these fictional worlds. This trend highlights the evolving relationship between entertainment and tourism, with streaming platforms now acting as significant drivers of destination popularity.

Implications for brands: Tourism Boards and Travel Companies Should Leverage On-Screen Destinations in Marketing

• Promote Filming Locations: Tourism boards should actively highlight their region's appearances in popular TV shows and films to attract visitors.

• Create Themed Travel Packages: Travel companies can develop specialized packages and tours that cater to fans looking to visit specific filming locations.

• Collaborate with Streaming Platforms: Partnering with streaming services on promotional campaigns can create a synergistic effect, boosting both viewership and tourism.

Implication for society: Set-Jetting Can Have Both Positive and Negative Impacts on Local Communities and Environments

• Potential for Economic Boost: Increased tourism to filming locations can provide economic benefits for local communities.

• Risk of Over-Tourism and Damage: Popular locations can face issues like over-crowding, environmental degradation, and disruption to local life.

Implications for consumers: Travelers Have New Sources of Inspiration but Should Be Mindful of Impact

• Expanded Travel Ideas: TV shows offer a wealth of inspiration for new and exciting travel destinations.

• Need for Responsible Travel: Set-jetters should be conscious of the potential impact their visits can have on local communities and the environment.

Implication for Future: Expect Set-Jetting to Continue as Streaming Content Dominates

• Enduring Trend: As streaming platforms continue to produce high-quality, visually stunning content set in diverse locations, set-jetting is likely to remain a popular travel motivator.

• Potential for Niche Tourism: Specific genres or types of shows could lead to niche set-jetting tourism focused on unique locations.

Consumer Trend (name, detailed description): Experiential Fandom Travel: Consumers are increasingly seeking travel experiences that allow them to immerse themselves in the worlds of their favorite entertainment franchises, such as visiting filming locations.

Consumer Sub Trend (name, detailed description): Algorithmic Travel Inspiration: Streaming algorithms, by showcasing visually appealing locations in popular shows, are playing a role in inspiring travel decisions.

Big Social Trend (name, detailed description): Blurring of Reality and Fiction in Entertainment: The lines between reality and fiction are becoming increasingly blurred, with consumers seeking to experience elements of their favorite fictional worlds in real life.

Worldwide Social Trend (name, detailed description): Global Tourism Driven by Media Influence: Popular culture, including TV shows and films, has a significant and global impact on tourism trends and destination popularity.

Social Drive (name, detailed description): The Desire for Escapism and Connection Through Narrative

Learnings for brands to use in 2025: Capitalize on the Power of On-Screen Locations for Tourism Promotion

• Identify Key Filming Locations: Determine which popular TV shows and films have featured your destination or region.

• Create Engaging Content Showcasing These Locations: Develop blog posts, social media campaigns, and interactive maps highlighting filming spots.

• Partner with Fans and Influencers: Encourage fans to share their set-jetting experiences and collaborate with travel influencers who focus on on-screen destinations.

Strategic Recommendations for brands to follow in 2025: Turn Screen Dreams into Real Journeys: Tourism boards and travel companies should strategically leverage the popularity of on-location TV shows to inspire travel, create immersive experiences, and connect with fans seeking to step into their favorite fictional worlds, while also promoting responsible and sustainable tourism practices.

The main trend is the significant influence of on-location TV shows on travel aspirations, and brands and companies in 2025 should leverage this by strategically promoting destinations featured in popular series, creating immersive travel experiences for fans, and fostering responsible and sustainable tourism to these locations.

Final Note:

• Core Trend: Set-Jetting. Traveling to locations featured in popular TV shows and films is a significant and growing travel trend.

• Core Strategy: Leverage On-Screen Locations for Tourism. Tourism boards and travel companies should capitalize on the popularity of filming destinations in their marketing efforts.

• Core Industry Trend: Entertainment as a Driver of Tourism. The entertainment industry, particularly television and streaming, is increasingly shaping travel trends and destination choices.

• Core Consumer Motivation: Seeking Escapism and Emotional Connection through Narrative. Travelers are motivated by the desire to experience the fictional worlds of their favorite shows in real life.

Final Conclusion: The Allure of On-Screen Worlds: How Television is Redefining Travel in 2025

The strong obsession with on-location TV shows and the resulting surge in set-jetting highlight the powerful and evolving relationship between entertainment and travel in 2025. Streaming platforms have become unprecedented drivers of destination popularity, turning once-obscure locations into sought-after tourist spots. While this trend offers significant opportunities for tourism boards and travel companies to capitalize on the visual storytelling of television, it also underscores the importance of promoting responsible and sustainable travel practices to avoid the negative impacts of over-tourism. Ultimately, the allure of stepping into the fictional worlds we love on screen is a testament to the human desire for escapism, connection, and the unique magic of experiencing a story in real life.

Core Trend Detailed: Set-Jetting's Rise: When Television Screens Become Travel Wish Lists

The core trend detailed in the article is the significant increase in popularity of "set-jetting," the act of traveling to locations that have been featured in popular television shows and films. This trend signifies a powerful intersection between the entertainment and tourism industries, where the visual allure and narrative connection of on-screen worlds are directly inspiring viewers to plan real-life vacations and explore these fictional settings firsthand.

Key Characteristics of the Core trend: Media-Inspired Travel, Increased Destination Popularity, Fandom Engagement, Experiential Motivation

• Media-Inspired Travel: Travel decisions are directly influenced by the portrayal of destinations in popular TV shows and films.

• Increased Destination Popularity: Locations featured in successful productions often experience a significant surge in tourist interest and visitor numbers.

• Fandom Engagement: The trend is often driven by fans who feel a strong connection to the characters and stories of their favorite shows and wish to immerse themselves in those worlds.

• Experiential Motivation: Travelers are seeking a more experiential and narrative-driven approach to their vacations, wanting to connect with the emotions and aesthetics they experienced while watching the show.

Market and Cultural Signals Supporting the Trend: Expedia Research, Social Media Trends, Tourism Board Initiatives

• Expedia's Findings: The data from Expedia's annual reports clearly demonstrates the growing influence of on-screen content on travel planning.

• Social Media Buzz: Platforms like Instagram and TikTok are filled with content from travelers visiting filming locations, further fueling the trend.

• Tourism Board Campaigns: Initiatives like Visit Britain's “Starring GREAT Britain” indicate a proactive effort by tourism organizations to capitalize on set-jetting.

• Spikes in Search Data: The dramatic increase in searches for destinations after a popular show's release highlights the direct impact of on-screen exposure.

How the Trend Is Changing Consumer Behavior: Planning Trips Based on Shows, Seeking Specific Experiences, Influencing Destination Choices

• Directly Influencing Travel Plans: Viewers are actively choosing destinations based on where their favorite TV shows are filmed.

• Seeking Specific Experiences: Travelers are often looking to recreate moments or visit specific locations featured in the shows.

• Shifting Destination Priorities: Places that might have been previously overlooked are gaining popularity due to their on-screen prominence.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers): New Opportunities and Considerations for All

• For Brands and CPGs: Potential for product placement and collaborations within popular TV shows to drive tourism to specific regions.

• For Retailers: Opportunity to cater to set-jetting tourists by offering themed merchandise or experiences related to the shows filmed in their area.

• For Consumers: A new and exciting source of inspiration for travel, but also the responsibility to be mindful of the impact on these destinations.

Strategic Forecast: Set-Jetting Will Remain a Significant Driver of Tourism in the Streaming Era

• As streaming platforms continue to dominate entertainment consumption, their influence on travel trends is likely to persist and grow.

• The trend could lead to the rise of niche tourism focused on specific genres or types of shows.

Areas of innovation (implied by article) : Immersive Location Tours, Themed Accommodations, Behind-the-Scenes Experiences, Digital Location Guides, Sustainable Tourism Initiatives

• Immersive Location Tours: Guided tours that take fans to specific filming locations and provide behind-the-scenes insights into the making of their favorite shows.

• Themed Accommodations: Hotels or rentals that offer experiences or décor inspired by popular TV shows filmed in the area.

• Behind-the-Scenes Experiences: Opportunities for fans to visit studios or sets (when available) and learn more about the production process.

• Digital Location Guides: Interactive maps and apps that highlight filming locations and provide information about the shows.

• Sustainable Tourism Initiatives: Efforts to manage the influx of set-jetting tourists in a way that minimizes negative impacts on local communities and the environment.

Final Thought (summary): The Powerful Synergy Between Television and Tourism is Transforming How We Choose to Explore the World, One Episode at a Time

The significant rise of set-jetting in 2025 underscores the undeniable power of visual media to ignite our wanderlust and shape our travel aspirations. As streaming platforms continue to bring captivating stories and breathtaking locations into our homes, the line between entertainment and travel inspiration is becoming increasingly blurred. This trend presents exciting opportunities for tourism industries worldwide but also necessitates a thoughtful and responsible approach to ensure that the magic we see on screen can be experienced in real life without overwhelming the very destinations that draw us in. Ultimately, our obsession with on-location TV shows reflects a deep human desire for escapism, connection, and the thrill of experiencing a story beyond the screen.

Source: https://www.cntraveller.com/article/why-are-we-all-so-obsessed-with-on-location-tv-shows