Inspiration
The Rise of 'Set-Jetting': How Pop Culture Influences Travel Destinations
Have you ever watched a movie or TV show and thought, I need to visit that place? You’re not alone. The trend of "set-jetting"—traveling to locations made famous by films, TV series, and even social media content—is reshaping the tourism industry. From the dreamy streets of Paris in Emily in Paris to the stunning beaches of Thailand in The White Lotus, pop culture dictates travel choices like never before. But what drives this phenomenon, and how can travelers embrace it responsibly? Let’s explore.
The Allure of On-Screen Destinations
Visual storytelling can make us feel deeply connected to a place—even if we’ve never set foot there. According to a report by Condé Nast Traveler, destinations featured in blockbuster films and hit TV series often experience a surge in tourism.
For instance, after The White Lotus showcased the stunning landscapes of Koh Samui, Thailand, travel interest in the region spiked. Similarly, the success of Crazy Rich Asians led to a renewed fascination with Singapore’s lavish culture and vibrant street life.
Top Set-Jetting Destinations Inspired by Pop Culture
📍 Paris, France – Emily in Paris has inspired a new wave of travelers eager to sip coffee at Café de Flore and take Instagram-worthy photos near the Eiffel Tower.
📍 Skopelos, Greece – The picturesque island where Mamma Mia! was filmed saw a massive boost in tourism after the movie’s release.
📍 Hallyu Wave Destinations (South Korea) – Thanks to the global influence of K-dramas and K-pop, fans travel to Seoul’s Bukchon Hanok Village or Busan’s beaches to relive their favorite scenes.
📍 New Zealand – Ever since The Lord of the Rings and The Hobbit movies showcased its landscapes, New Zealand has been a mecca for fantasy lovers.
📍 Japan’s Ghibli Museum & Tokyo’s Shibuya Crossing – Anime and manga have long influenced travelers, with Japan being a top destination for Studio Ghibli fans and pop culture enthusiasts alike.
Insights from Industry Experts
Shannon Sims, a journalist featured on the Women Who Travel podcast, notes:
"Media exposure can lead to over-tourism, impacting local communities and environments. travelers need to approach these destinations with mindfulness and respect." (Condé Nast Traveler)
While set-jetting is an exciting way to explore new cultures, it also brings challenges. Destinations like Dubrovnik, Croatia (famous for Game of Thrones), have struggled with overcrowding, prompting local authorities to limit tourist numbers.
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