What's Happening?
Set-jetting, a trend where travelers visit locations featured in movies and TV shows, is significantly impacting international tourism. This phenomenon has transformed filming locations into popular tourist
destinations, driving economic growth in these areas. The global film tourism market, largely fueled by set-jetting, reached $66 billion by 2025 and is projected to grow to $145 billion by 2035. Locations like Dubrovnik, Croatia, known for 'Game of Thrones,' and New Zealand, famous for 'The Lord of the Rings,' have seen substantial increases in tourist arrivals. Streaming platforms like Netflix and HBO Max are influencing travel desires, with viewers inspired to visit places featured in their favorite shows.
Why It's Important?
The rise of set-jetting is reshaping the tourism industry by providing economic boosts to lesser-known destinations and challenging them to balance growth with sustainability. This trend is not only increasing visitor numbers but also encouraging longer stays and higher spending on local experiences. Small businesses benefit from the influx of tourists, contributing to local economies. However, destinations must manage the potential negative impacts of overtourism, such as environmental degradation and cultural 'Disneylandification.' Proper management can ensure that film tourism has a positive long-term impact, preserving culture and heritage while providing diverse revenue streams.
What's Next?
Destinations looking to capitalize on set-jetting should strategically identify compelling locations and create themed trails. Collaborations with studios for joint marketing campaigns and the development of engaging experiences can enhance the appeal of these destinations. Implementing eco-friendly guidelines to manage crowds and ensure sustainability is crucial. As AI personalizes travel experiences, destinations that effectively share their stories and collaborate with industry stakeholders will thrive. The trend is expected to continue growing, with augmented reality and personalized itineraries enhancing the set-jetting experience.
Beyond the Headlines
Set-jetting is more than just travel; it connects people with stories that resonate, encouraging exploration alongside favorite characters. This trend highlights the cultural impact of media and its ability to influence real-world behaviors. As destinations become more popular due to their cinematic connections, they must navigate the ethical considerations of tourism management, ensuring that local communities benefit without compromising their cultural integrity.
