An increasing number of travelers are choosing a destination based on a movie or TV series, a growing phenomenon known as set-jetting. Who among us hasn’t dreamed of being transported to the place where our favourite protagonists live out their story and adventures?
The goal is not simply to visit a place, but rather to step into a narrative universe that has inspired us, trying to make what we saw on the screen come true.
Psychology of set-jetting
The term derives from “jet setting”, literally traveling the world, and “film set”. This trend unites two worlds, that of cinema and that of travel.
When you visit a location of a movie you loved, you don’t just go on a trip. It’s pure emotional tourism, an immersive experience that makes you feel part of the story. A way to relive the emotions of your favourite characters through the places that were the background to their events. From the gloomy atmospheres, to the sunny beaches, to the fantastic islands, to the elegant European cities, every destination turns into an opportunity to explore, in a world to discover.
The distinctive feature of this way of traveling is its focus on imagery and the desire to connect with places already familiar from the screen. It’s not just about seeing a place, but experiencing it through different eyes, almost as if you were stepping into the script itself. A trail that takes you to an unknown destination and internalised at the same time.
Movie sets, permanent attractions, and European cities
Set-jetting is attracting more and more travelers thanks to its immersive nature. Often, a fan becomes a true expert on the locations, even able to find glimpses of where certain scenes were filmed and, of course, take a selfie!
Some sets were specifically built and later converted into permanent attractions, such as the Warner Bros. studios in London or Universal Studios in Hollywood. In other cases, they are real places, such as cities, landscapes, and monuments, which have become iconic, like the famous “Peach Pitt” bar in Beverly Hills 90210.
The Lord of the Rings chose New Zealand as its filming location. Tolkien fans flock here from around the world to explore Middle-earth. Many original sets have been preserved to give interested travelers the opportunity to immerse themselves in the landscapes of the trilogy.
European capitals have also attracted new visitors thanks to the enormous popularity of films and TV series. How could we forget Madrid in Money Heist? Some real-life locations, like the Bank of Spain or the School of Engineering, have become attractions for fans of the series, who can relive the adrenaline rush of the world’s coolest heist.
Paris, which needs no publicity, has benefited from the global success of Emily in Paris. Cafes, bistros, and small neighborhoods with an artistic and bohemian soul where you can daydream. In Joachim Trier’s movie Sentimental Value, Oslo is the true protagonist. In particular, the family home, which stands out with its deep red color and white trim, is in the Frogner neighborhood.
Between overtourism and niche
The downside of this trend is overtourism. Some destinations, due to the enormous popularity, have had to regulate visitor flows to protect their heritage and the daily lives of their residents. One of the most striking cases is Maya Bay, Thailand. After the release of the film The Beach starring Leonardo DiCaprio, the bay was literally overrun, causing serious damage to the ecosystem and coral reef.
On the other hand, you can discover new places off the map. Below, we’ve listed some locations worth exploring!
Southern US with the movie Sinners by Ryan Coogler
The 1930s, the Mississippi Delta, blues music, and rural landscapes. Much of the film was shot in Louisiana, between the Laurel Valley Plantation, one of the largest sugarcane plantations open to visitors, and Braithwaite. The town of Clarksdale from the series was rebuilt along Donaldsonville’s Railroad Avenue.
16th-century England in Chloé Zhao’s Hamnet
The movie tells how the loss of her son ignited the spark in William Shakespeare to compose Hamlet. The film was shot in Herefordshire, England, in the village of Weobley, with its characteristic, well-preserved half-timbered Tudor buildings. Other locations include Cwmmau Farmhouse, a National Trust property near Whitney-on-Wye, while the Globe Theatre scenes were filmed on a purpose-built set at Elstree Studios.
Jordan and the movie Dune
The sci-fi film Dune was set against the vastness of Wadi Rum, “the valley of the moon”, a desert in southern Jordan characterized by red sandstone and granite formations. A mystical experience of silence, sand, and light. For a journey to the edge of worlds, between science fiction and reality.
Skellig Michael, Luke Skywalker’s refuge
Star Wars made this cliff famous, a place off the northwest coast of Ireland. It’s an ancient monastic site from the 4th century, known almost exclusively to scholars before the series.
Have you ever thought about traveling to the destinations of your favorite series?