The age of armchair travel is over. Set-jetting tourism is reportedly projected to reach significant economic value by 2035, transforming ordinary destinations into must-visit hotspots thanks to their starring roles on screen.
Whether it’s stepping into the lavish world of Bridgerton’s Regency England or exploring the tropical paradise featured in The White Lotus, these cinematic destinations offer travelers the chance to literally walk in the footsteps of their favorite characters.
A 2025 Expedia report found this “set-jetting” travel trend has taken off in recent years, with a whopping 66% of travelers admitting that TV shows and films inspire their travel plans. The phenomenon isn’t just about snapping photos at famous locations anymore – it’s about experiencing the magic that made these places unforgettable on screen.
Koh Samui, Thailand – The White Lotus Paradise
Thailand is expected to be one of the most in-demand destinations for set-jetters with The White Lotus expanding its dark comedy about the super-rich to Thai resort locations, including Koh Samui and Phuket. This tropical island paradise offers everything from palm-fringed beaches to crystal-clear waters that served as the backdrop for HBO’s hit series.
The remote island hosted the production after the Thai government heavily courted HBO producers with an impressive tax incentive. With its stunning scenery and exclusive atmosphere, Koh Samui provides the perfect backdrop for the drama and intrigue of the series.
Visitors can experience the luxury lifestyle featured in the show while exploring the island’s authentic Thai culture beyond the resort walls.
Taormina, Sicily – The White Lotus Mediterranean Magic
The town of Taormino welcomed way more foreign visitors than usual in the aftermath of Season 2, with the number of hotel check-ins doubling between 2021 and 2022. Check-ins have remained elevated and grown by more than 50% in 2023. The Four Seasons Domenico Palace, which served as the fictional White Lotus resort, was fully booked for six months following the show’s release.
This stunning Italian destination offers ancient Greek theaters overlooking the Mediterranean, charming cobblestone streets, and breathtaking coastal views. Mount Etna looms majestically in the background, creating the same dramatic scenery that captivated viewers worldwide.
The town perfectly balances luxury with authentic Sicilian culture, making it irresistible to fans seeking their own White Lotus experience.
Seoul and Jeju Island, South Korea – Squid Game’s Intense Locations
Looking at more recent hits from 2025, “Squid Game’s” locations in Seoul and Jeju Island are seeing a surge in set-jetting traffic, ranking high on Expedia’s list of trending destinations for the year. The locations featured in Netflix’s global phenomenon showcase both urban Seoul’s neon-lit intensity and Jeju Island’s serene natural beauty.
Yangpyeong Dumulmeori, the riverside location where Gi-hun meets the mysterious salesman, offers visitors a chance to experience the eerie atmosphere that made the series so compelling.
Meanwhile, traditional hanok villages provide a fascinating contrast to the modern cityscape, allowing travelers to explore South Korea’s rich cultural heritage beyond the show’s darker themes.
Dubrovnik, Croatia – Game of Thrones’ King’s Landing
Dubrovnik, Croatia – the picturesque location for King’s Landing in “Game of Thrones” – experienced a huge influx of fans after the series became a hit, with themed tours generating around £18.2 million ($24.5 million) in 2024 alone.
As of 2025, the fascination remains, despite the city’s efforts to limit daily visitors to 20,000 to manage overtourism.
The medieval Old Town, a UNESCO World Heritage site, became instantly recognizable to millions of viewers worldwide and remains one of the most popular TV tourism destinations globally. Walking through its ancient stone streets and fortress walls, visitors can easily imagine the political intrigue and epic battles that unfolded within these very walls.
The stunning Adriatic coastline provides the perfect backdrop for exploring this living piece of television history.
Bath, England – Bridgerton’s Regency Elegance
The city of Bath is home to some of the show’s most iconic filming locations. The city is even UNESCO-protected for its Georgian architecture. No doubt one of the reasons Bath was used as a film set in the first place. The honey-colored Georgian townhouses and wide avenues create the perfect Regency atmosphere that made Bridgerton so visually stunning.
Fans can walk the same streets where the Bridgerton family navigated high society’s marriage mart. The Royal Crescent, Assembly Rooms, and Pump Room all feature prominently in the series, offering visitors a chance to experience the elegance and grandeur of Regency England.
Bath’s natural hot springs and Roman heritage add layers of historical intrigue beyond its Bridgerton fame.
Castle Howard, Yorkshire – The Duke of Hastings’ Estate
This magnificent Baroque mansion stands in for Clyvedon Castle, the Duke of Hastings’ home in Bridgerton season 1. See the castle’s opulent interior for yourself on a guided tour. The sprawling Yorkshire estate offers visitors the chance to explore the same grand rooms where some of the show’s most memorable scenes were filmed.
Explore the beautiful grounds where you’ll find a walled garden, rambling woodlands, and tucked-away temples. You could also take a boat trip on the estate’s Great Lake. Plus, with multiple places to eat on the grounds, you’ll be spoiled for choice when tea time arrives.
The surrounding Yorkshire countryside provides endless opportunities for romantic walks through the same landscapes that captured viewers’ hearts.
Scotland’s Highlands – Guillermo del Toro’s Frankenstein
With various film adaptations potentially featuring Scotland’s landscapes, a new wave of viewers may be motivated by the ephemeral beauty of craggy mountains and deep blue lochs to make the journey.
Since the release of “Braveheart,” the small Scottish town of Stirling, home to the National Wallace Monument, has seen more than $33 million in tourism revenue.
Scotland’s dramatic landscapes offer some of the world’s most breathtaking natural scenery. The mist-covered Highlands, ancient castles, and mysterious lochs create an atmosphere perfect for gothic storytelling.
Visitors can explore historic battlefields, sample world-famous whisky, and experience the warmth of Scottish hospitality while surrounded by some of cinema’s most iconic backdrops.
Peru – Paddington’s South American Adventure
The fall 2024 release from the Paddington franchise earned more than $43.5 million at the American box office. While the film relies heavily on computer-generated imagery for its main character, it also features real Peruvian sites and traditional Peruvian woven art.
Like the British tourism ministry, the Peruvian tourism commission has carefully sought to link the film to its setting by offering background on the scenes of the film via the web.
Peru’s diverse landscapes range from the Amazon rainforest to the Andes mountains, offering adventures as varied as Paddington’s own journey. The vibrant markets, colorful textiles, and warm hospitality showcased in the film reflect the authentic Peruvian experience. Machu Picchu, Lake Titicaca, and the colonial architecture of Lima provide countless opportunities for exploration beyond the movie’s charming narrative.
New Zealand – Middle-earth’s Timeless Appeal
New Zealand’s stunning landscapes featured in “The Lord of the Rings” and “The Hobbit” films continue to attract fans, even two decades later. Studies have estimated that “The Hobbit” trilogy generated hundreds of millions in tourism revenue for New Zealand, benefiting local businesses, tourism operators, and related industries alike.
From Hobbiton’s rolling green hills to the dramatic landscapes of Mordor, New Zealand offers Middle-earth experiences that transport visitors directly into Tolkien’s world. The country’s commitment to preserving and promoting its filming locations has created a thriving tourism industry.
Adventure activities like bungee jumping, hiking, and white-water rafting allow visitors to experience the same adrenaline rush as the Fellowship’s epic journey.
Paris, France – Emily in Paris Romantic Fantasy
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. Four out of five foreign tourists to Paris got an urge to visit after seeing a movie or TV series filmed in the City of Light.
The show’s dreamy portrayal of Parisian life, from charming café culture to haute couture fashion, continues to draw visitors seeking their own romantic adventure. The Marais district, Pont des Arts, and countless bistros featured in the series offer endless opportunities for recreating Emily’s Instagram-worthy moments.
Though real Paris may differ from the show’s glossy version, the city’s timeless charm and cultural richness provide experiences far richer than any television portrayal.
Malta – Gladiator II’s Ancient Grandeur
Malta is set to be a major destination for set-jetting fans with the release of Gladiator 2. The Mediterranean island’s ancient architecture and stunning coastline provided the perfect backdrop for this epic sequel. Malta’s rich history spans thousands of years, offering visitors authentic experiences of Mediterranean culture beyond its cinematic fame.
The island’s crystal-clear waters, medieval cities, and dramatic cliffs create a landscape that feels both ancient and timeless. Valletta’s baroque architecture and historic fortifications provide endless exploration opportunities.
The warm climate and friendly locals make Malta an ideal destination for those seeking both historical adventure and Mediterranean relaxation.
Greenwich, London – Bridgerton’s London Society
Greenwich’s Old Royal Naval College is no stranger to the show, appearing in all three series of Bridgerton as well as Queen Charlotte. Stroll through the Grand Square and the colonnades, as seen on screen, on your visit to one of Britain’s most filmed heritage sites. The area’s Georgian architecture perfectly captures the elegance of Regency-era London society.
Ranger’s House is a Georgian villa on the boundary of Greenwich Park and Blackheath. It was built in 1723, and has served as a residence of many aristocrats and royals – including Princess Augusta, sister of King George III. Today, Ranger’s House is home to the Wernher Collection, an art collection amassed by the 19th-century businessman Sir Julius Wernher.
Visitors can explore both the filming locations and London’s maritime history while enjoying some of the capital’s most beautiful riverside views.
Conclusion
The set-jetting phenomenon represents more than just tourism trends – it’s about connecting with stories that moved us and experiencing the magic that brought them to life. Set-jetting brings spending on accommodation, transport, guides, and souvenirs, and helps in the enhancement of local economies beyond just the tourism statistics. The rising number of visitors to film sites heightens the demand for the vast local offerings, from restaurants and accommodations to souvenirs and tour companies.
Whether you’re drawn to the tropical luxury of Thailand, the medieval charm of Croatia, or the Regency elegance of England, these destinations offer experiences that go far beyond their screen appearances. Each location provides authentic cultural encounters, historical discoveries, and personal adventures that create memories lasting far longer than any binge-watching session.
So what destination has captured your imagination? Tell us in the comments which set-jetting adventure you’re planning for 2026!
