Set Jetting Takes Hold, How Films and Series Are Deciding Where We Travel in 2026

According to recent reports, a growing number of travellers are letting their favourite films and television shows decide where they go on holiday. This playful new habit, often called set-jetting, sees fans packing their bags to visit the real places where beloved stories were filmed, turning the screen into a kind of personal travel guide.

When the Screen Becomes a Map

Reports explain that the idea is simple but powerful, as viewers fall in love with a landscape glimpsed behind the actors and decide they simply have to see it for themselves. According to industry forecasts, streaming services and social media have poured fuel on this trend, spreading images of stunning locations to millions of people at once.

Surveys cited in the coverage suggest that the pull of the screen is especially strong among younger travellers. According to the figures, a large majority of younger holidaymakers now say they plan at least some of their trips around places they have first seen in a film or a television series.

A Booming Business

According to reports, this appetite for screen inspired travel has grown into a serious economic force. Industry forecasts suggest that in one country alone, set-jetting could be worth billions of dollars, as fans spend on flights, hotels, meals and tours in the towns and countryside where their favourite scenes were shot.

Reports note that tourism boards and local businesses have been quick to notice the opportunity. According to the coverage, many now actively promote their filming credentials, offering guided walks, themed stays and maps that lead visitors from one famous backdrop to the next in a single trip.

From Rolling Hills to Sunlit Coasts

According to reports, the destinations drawing set-jetters in the coming year are wonderfully varied. The coverage points to everything from the green, rolling hills of northern England to the bright, rugged coastlines of the Mediterranean, each made famous by a story that captured viewers' hearts.

Reports explain that part of the joy lies in the sheer contrast between these places. According to travel writers, one fan might chase the misty moorlands seen in a historical drama, while another sets off toward sun soaked islands that formed the backdrop of a glamorous thriller.

A Harbour Made Famous by Film

According to reports, few places show the power of set-jetting as clearly as the small historic harbours that have doubled as film sets. Travel writers describe how a quiet quayside, complete with old sailing ships and weathered stone walls, can be transformed almost overnight into a must-see destination once it appears on screen.

Reports note that visitors often arrive hoping to recognise the exact spots where memorable scenes unfolded. According to the coverage, standing on the same cobbles or gazing out at the same harbour that they once watched from their sofas gives fans a genuine thrill of connection with the story.

The Ripple Effect on Small Towns

According to reports, the sudden fame that a screen appearance brings can be a mixed blessing for small communities. Travel experts note that a rush of visitors offers a welcome boost to local shops, cafes and guesthouses, breathing new life and income into once quiet corners of the countryside.

Reports also caution that the same wave of attention can strain fragile places if it is not managed with care. According to experts, some destinations are now working hard to spread visitors more evenly and to protect the very charm that drew the cameras there in the first place.

Travelling With the Story in Mind

According to reports, part of the lasting appeal of set-jetting is the way it adds a layer of meaning to an ordinary trip. Travel writers suggest that walking through a familiar film location lets fans feel, for a moment, as though they have stepped inside the world of a story they truly love.

Reports conclude that as long as audiences keep falling for beautiful backdrops, the trend shows little sign of slowing down. According to the coverage, the next unforgettable holiday for many travellers may well begin not with a brochure, but with a single scene glowing on a screen at home.