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Set-Jetting: travelers star, locations flourish

By Luz Yalj – Brands Travel

In recent years, a new trend has emerged in the world of travel – set-jetting. It is expected to become one of the strong trends for 2024 -partly due to the evergrowing interest in hugely-diversified streaming service availability and high-quality productions, where “series are the new movies”.

This unique form of tourism is fueled by none other than the thrill of exploring real-life locations that served as settings films and television shows. Set-jetting enthusiasts embark on journeys to walk in the footsteps of their favorite characters, immerse themselves in iconic scenes, and witness the magic of cinematic landscapes firsthand. Or, at the very least, explore new vacation destinations that were not previously on their travel bucket list.

Set-jetting, a smart word play derived from the term “jet-setting”, has gained popularity as travelers seek -as we have referred to in other articles- more immersive and authentic experiences. Rather than simply visiting famous landmarks, set-jetting allows individuals to step into the fictional worlds they adore. A few years ago, it meant wandering through the enchanting landscapes of New Zealand that brought Middle-earth to life in “The Lord of the Rings” trilogy or strolling along the charming streets of Notting Hill in London. Nowadays it is the velocity of super productions both for cinema as for high-quality TV series, that take viewers to exotic, less-explored or even aspirational destinations. Sometimes, as is the case with streaming service series, bringing them back to a single spot or showing them a different one season after season.

The appeal of set-jetting lies in the connection between the on-screen fantasy and the tangible reality. Movie and TV show enthusiasts are drawn to locations that have become integral to the narrative of their beloved stories. These destinations often showcase the cultural richness, architectural wonders, and natural beauty that make them ideal backdrops for cinematic masterpieces. Felt like visiting Hawaii after watching the first season of The White Lotus? Or a vacation in Lago di Como after witnessing Matsson and Roman power-waltzing around the location in Succession? A revisitation of Queen Elizabeth II´s favorite spots has certainly become a very interesting option, but it must be said: not only due to her recent passing, but also because of the TV series The Crown.

Social media has played a pivotal role in the rise of set-jetting, with enthusiasts sharing their experiences through photos, blogs, and videos. This not only inspires fellow fans to embark on similar journeys but also serves as a virtual scrapbook, preserving memories of these unique adventures. Platforms like Instagram and YouTube are filled with set-jetting content, creating a global community of travelers bonded by their love for film and television.

While set-jetting offers an exciting way to explore the world, it also presents opportunities for local economies. Communities that serve as filming locations often see an influx of tourists seeking an authentic connection with their favorite stories. This boost in tourism can contribute to economic growth, job creation, and the preservation of cultural heritage.

Although set-jetting is, as we said, set out to become a strong 2024 trend it’s a testament to the powerful impact of storytelling on our lives. As film and television continue to capture our imaginations, set-jetting provides a tangible and immersive way to experience the magic of these narratives. Set-jetting invites travelers to go beyond the screen. And that, for many, might be the epitome of experiential travel.

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