The ‘Set-Jetting’ Surge: How TV & Film Are Redefining Travel
The breathtaking Icelandic waterfall, Haifoss, recently experienced a significant uptick in tourism thanks to its prominent role in the final season of Netflix’s Stranger Things. This isn’t an isolated incident. A growing trend known as “set-jetting” – traveling to locations featured in films and television shows – is reshaping the travel industry, and its impact is only expected to intensify.
Beyond Stranger Things: A Global Phenomenon
While Stranger Things provides a compelling recent example, the allure of filming locations has been drawing tourists for decades. The success of The Lord of the Rings trilogy dramatically increased tourism to New Zealand, with a reported 40% increase in visitors in the years following the films’ release. More recently, Game of Thrones transformed Croatia, Northern Ireland, and Iceland into must-visit destinations. According to a 2023 report by Skift, searches for filming locations have increased by 75% since 2019.
The Rise of Niche Travel Experiences
Set-jetting isn’t just about visiting iconic landmarks. It’s evolving into a demand for immersive, themed experiences. Tour operators are now offering specialized tours that cater specifically to fans of popular franchises. These tours often include visits to multiple filming locations, behind-the-scenes insights, and even opportunities to recreate scenes from the shows or movies. For example, Brit Movie Tours in the UK offers dedicated Harry Potter location tours, while Viator provides a range of Game of Thrones-themed experiences across Europe.
Pro Tip: When planning a set-jetting trip, research local tour operators specializing in filming location tours. They often have access to exclusive locations and provide valuable context.
The Economic Impact – and Potential Pitfalls
The economic benefits of set-jetting are substantial. Increased tourism translates to revenue for local businesses, job creation, and infrastructure development. However, this influx of visitors can also strain resources and negatively impact fragile ecosystems. Over-tourism, a growing concern globally, is exacerbated by set-jetting. Destinations need to proactively manage the influx of visitors to ensure sustainability.
Iceland, for instance, has seen a dramatic increase in tourism in recent years, partly fueled by shows like Stranger Things and Game of Thrones. While beneficial economically, this has led to concerns about environmental damage and overcrowding at popular sites. The Icelandic Tourist Board is now implementing strategies to disperse tourists to lesser-known areas and promote responsible travel practices.
The Role of Social Media and User-Generated Content
Social media platforms like TikTok and Instagram are playing a crucial role in amplifying the set-jetting trend. Fans are sharing their experiences, creating viral content, and inspiring others to visit these locations. User-generated content is often more influential than traditional marketing campaigns, as it feels more authentic and relatable. Hashtags like #setjetting and #filmtourism are gaining traction, further fueling the trend.
Did you know? A study by Expedia found that 40% of travelers have chosen a destination specifically because they saw it in a movie or TV show.
Future Trends: Virtual Set-Jetting and Augmented Reality
The future of set-jetting may extend beyond physical travel. Virtual reality (VR) and augmented reality (AR) technologies are opening up new possibilities for experiencing filming locations remotely. Imagine taking a virtual tour of Hogwarts or exploring the Upside Down from the comfort of your home. AR apps could allow visitors to overlay scenes from a movie or show onto the real-world landscape, creating an immersive and interactive experience.
Furthermore, the demand for sustainable and responsible tourism will likely drive the development of eco-friendly set-jetting experiences. This could include tours that prioritize local businesses, minimize environmental impact, and support conservation efforts.
FAQ
Q: What is ‘set-jetting’?
A: Set-jetting is the practice of traveling to locations featured in films and television shows.
Q: Is set-jetting sustainable?
A: It can be, but requires careful management to avoid over-tourism and environmental damage.
Q: Where can I find set-jetting tours?
A: Numerous tour operators specialize in filming location tours. Websites like Viator and GetYourGuide are good starting points.
Q: How can I travel responsibly while set-jetting?
A: Choose local businesses, respect the environment, and follow responsible travel guidelines.
Ready to plan your own cinematic adventure? Explore our other articles on sustainable travel and hidden gems in Iceland for more inspiration. Don’t forget to subscribe to our newsletter for the latest travel trends and expert advice!
