What's Happening?
The trend of 'set-jetting,' where tourists visit locations featured in films and TV shows, is significantly impacting the global tourism industry. This phenomenon has turned fictional settings into real-world travel destinations, with the global film tourism market
reaching $66 billion by 2025. Popular locations like Dubrovnik, Croatia, and New Zealand have seen substantial increases in tourism due to their appearances in 'Game of Thrones' and 'The Lord of the Rings,' respectively. The trend is driven by digital natives who are eager to experience the worlds depicted in their favorite media, transforming these locations into major attractions.
Why It's Important?
Set-jetting is reshaping the tourism industry by providing economic boosts to filming locations and showcasing lesser-known destinations. This trend is not only a significant driver of experiential travel but also a major economic force, with projections indicating continued growth. It highlights the influence of media on travel behavior and the potential for storytelling to drive tourism. However, it also presents challenges, such as managing overtourism and ensuring sustainable growth. The trend underscores the need for strategic planning by destinations to capitalize on this interest while preserving cultural and environmental integrity.
What's Next?
As set-jetting continues to grow, destinations are likely to develop more themed experiences and partnerships with film studios to attract tourists. The integration of augmented reality and personalized travel experiences could further enhance the appeal of set-jetting. Destinations will need to balance the influx of tourists with sustainable practices to avoid negative impacts on local communities and environments. The trend may also encourage more diverse storytelling in media, as locations seek to attract productions that can boost their tourism profiles.
