The travel industry has long been influenced by cinema. From The Sound of Music tours in Salzburg to Game of Thrones pilgrimages in Dubrovnik, fans have been drawn to landscapes immortalized on screen. But in the streaming era, “set-jetting” has exploded, thanks to the global reach of shows like The White Lotus, Bridgerton, and K-dramas.
While the phenomenon has boosted tourism revenue in many regions, it also raises concerns about sustainability, cultural preservation, and overtourism.
Why Set-Jetting Has Surged
- Streaming global reach – Netflix, HBO, and Korean streaming platforms instantly bring exotic backdrops to millions worldwide.
- Social media virality – Instagram and TikTok amplify filming locations into bucket-list must-sees.
- Post-pandemic revenge travel – Viewers want immersive, meaningful experiences after years of restrictions.
- Desire for authenticity – Fans want to “step into the story,” not just view it on screen.
Key Destinations Affected
- Sicily, Italy – After The White Lotus season two, Taormina and Noto saw unprecedented spikes in luxury hotel bookings and tours, straining local services.
- Bath & London, UK – Bridgerton boosted visitor numbers to Georgian architecture hotspots, but crowds put pressure on heritage sites.
- Seoul & Jeju Island, South Korea – Popular K-dramas and K-pop have drawn global fans, driving demand for themed tours, but raising concerns over commercialization.
- Dubrovnik, Croatia – Game of Thrones fame brought millions, but locals protested as rents soared and daily life was disrupted.
- Hawaii – Iconic landscapes featured in films and shows have seen higher traffic, impacting fragile ecosystems.
Positive Impacts
- Economic uplift: Local businesses, hotels, and guides benefit from new revenue streams.
- Cultural export: National soft power grows as shows spotlight unique traditions and landscapes.
- Film tourism infrastructure: Governments invest in film commissions and tours to harness demand.
The Challenges
- Overtourism – Crowds overwhelm small towns or fragile sites, leading to erosion, congestion, and community pushback.
- Cultural commodification – Local heritage risks being “packaged” to fit tourist expectations.
- Environmental pressure – Fragile ecosystems struggle with increased footfall, especially in coastal and heritage zones.
- Economic imbalance – While some businesses profit, rising rents and costs may drive out locals.
What’s Being Done
- Visitor caps: Some destinations limit daily entries (e.g., Dubrovnik’s cruise ship limits).
- Alternative routes: Tourism boards promote lesser-known filming sites to spread traffic.
- Education: Campaigns urge respectful behavior, discouraging damaging “Instagram moments.”
- Partnerships: Studios increasingly collaborate with local tourism boards to manage flows responsibly.
Frequently Asked Questions About Set-Jetting
| Question | Answer |
|---|---|
| What is set-jetting tourism? | Traveling to destinations featured in TV shows, movies, or streaming content. |
| Why is it trending now? | Streaming services and social media globalize shows instantly, sparking rapid travel trends. |
| Which shows sparked recent surges? | The White Lotus (Sicily), Bridgerton (UK), and K-dramas like Crash Landing on You (Korea). |
| Is set-jetting harmful? | It can be if unmanaged: overtourism damages heritage, ecosystems, and local quality of life. |
| What are the benefits? | Economic growth, cultural promotion, and global visibility for destinations. |
| How do locals feel? | Mixed. Some welcome income; others resent rising rents, crowding, and commercialization. |
| How can I set-jet responsibly? | Travel off-peak, respect cultural norms, book local services, avoid overburdened sites. |
| Is the trend here to stay? | Likely yes. With global streaming expanding, film tourism is expected to grow. |
| Are governments responding? | Many are — through regulations, marketing alternative sites, and sustainable tourism campaigns. |
| What’s the future of set-jetting? | Destinations may balance demand with sustainability by creating immersive but controlled visitor experiences, using digital tools like VR tours. |
Conclusion
Set-jetting isn’t new, but the scale and speed are unprecedented. Popular shows can transform entire regions overnight, for better and worse. To ensure these destinations thrive without being overwhelmed, sustainable management and mindful travel practices are essential.
For fans, stepping into a beloved show’s setting can be magical — but the challenge is ensuring that magic doesn’t erase the authenticity that drew them there in the first place.
Sources Euro News
