Online platforms like Netflix and Disney+ have made series a part of everyday life.
TV series are no longer just entertainment — they set the routes for future vacations. In 2026, the popularity of traveling to locations where iconic shows and films were shot is on the rise.
The term set-jetting refers to traveling to locations where famous movies and series were filmed. This phenomenon is actively developing thanks to:
-streaming platforms;
-fan communities;
-social networks where viewers share impressions and photos from filming locations.
After the pandemic, when many dreamed of being 'in the frame' of their favorite series, interest in such tours has grown exponentially. People want not just to relax, but to literally experience the story they fell in love with on screen.
Why the Phenomenon Has Become So Popular
Firstly, viewers are now more emotionally engaged in the plots. Online platforms like Netflix and Disney+ have made series a part of everyday life. The characters become 'familiar,' and the filming locations symbolize comfort and inspiration.
Secondly, streaming has created global hits recognizable all over the world. Each season of 'The White Lotus' or 'Emily in Paris' instantly turns locations into tourist spots.
Moreover, the governments and tourist offices of many countries have quickly jumped on the bandwagon, using series as a promotional tool.
Where Fans of Series Should Visit
The list of destinations popular among set-jetting enthusiasts is growing every month. The most sought-after locations include:
Hawaii and Sicily — after the success of 'The White Lotus,' a stream of fans has flooded here.
Malta and Dubrovnik — tourists come to see the places where 'Game of Thrones' was filmed.
Paris and Rome — with the series 'Emily in Paris,' the city has become a symbol of romance and inspiration.
Romania — the locations from 'Wednesday' have attracted the attention of gothic atmosphere lovers.
Yorkshire, UK — back in the spotlight thanks to 'Downton Abbey.'
How the Industry Supports the Trend
Tourist companies are increasingly leveraging the potential of series. For example, the British campaign 'Starring Great Britain' promotes routes to the filming locations of 'Bridgerton' and 'Peaky Blinders.'
Some cities are creating interactive tours and themed routes. In Paris, there are tours 'in the footsteps of Emily.' And in Sicily, photo tours are organized to the villas from 'The White Lotus.'
Such projects not only sustain tourist interest but also boost the local economy. The flow of guests is increasing, hotel and restaurant occupancy is rising, and cultural tourism is developing.
Set-Jetting 2026: The Future
Experts predict that in 2026, set-jetting will become a full-fledged direction in the travel industry. Its development is supported by technology: interactive maps, VR tours, and partnerships between streaming services and travel agencies.
Thus, tourism and entertainment are finally merging. Now a film or series can not only inspire a viewer but also change their itinerary.
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