Why sell it
As more travellers become motivated by nostalgia, immersive experiences, and feeling an emotional connection (albeit often with a healthy dash of luxury) these trends all find a natural intersection on a set-jetting holiday.
A riff on the better known concept of ‘jet setting’, set-jetting whisks clients away to the glamorous real-life backdrops featured in memorable moments from the silver screen and TV shows.
There’s also an opportunity to use famous filming locales to direct travellers to similar locations or spots that are less well-trodden.
“We’ve seen interest in Thailand due to The White Lotus. Interestingly it didn’t show the country and culture off in the best light and Thailand is already dealing with issues of overtourism,” says James Mundy, PR and Partnerships Manager at Inside Travel Group.
“However, this allows us to encourage customers to consider different, quieter islands. It also allows us to open up other places and experiences where they can embrace the culture.”
Who to sell to
A study commissioned by Kenwood Travel, in collaboration with OnePoll, found that 56% of Brits said seeing a destination featured in TV and film convinced them to book a trip there – and 22%, had even booked the trip before the final credits had started rolling.
Kenwood also reports a 15% year-on-year increase in Thailand bookings as of January 2025, when The White Lotus trailer was released, with the expectation that this figure will continue to grow.
Research such as Kenwood’s suggests that all demographics have favourite shows and films that could translate into a holiday to a filming location.
“People are inspired by beautiful places and experiences, and these are usually presented in the best way on screen. TV, films and social media often sow the seed of thought that leads to travelling to the destinations,” says Mundy.
Travellers often want to put themselves at the centre of memorable scenes, retracing the path of a beloved character or actor. A good example of this is the enduring popularity of Dunn’s River Falls in Jamaica which is still frequently visited by James Bond buffs who want to see the setting for Ursula Andress’ famous beach bikini scene in Dr. No.
What to sell
Locations from fan favourites are a tried and tested success story, as reflected in InsideAsia’s report that South Korea is its fastest growing destination.
“This was most noticeable with the popularity of programmes such as Squid Game and the introduction of other K-dramas to Netflix,” says Mundy.
“Traditional places such as Jeonju and Gyeongju are popular as the traditional buildings are often featured in K-drama.
“The programmes have certainly transferred into a desire to travel to Korea, but people know very little about the country beyond Seoul and are going to a specialist (operator) to learn more.”
Spots from blockbuster films continue to remain popular years after the movies’ release, which is why Audley offers a range of tours such as a ‘Coastal California’ family road trip which takes clients to iconic filming locations from La La Land and Iron Man, among others.
“Our country specialists can include other legendary filming locations in itineraries, such as the Lord of the Rings sites in New Zealand, Indiana Jones in Jordan, My Brilliant Friend in Italy, and Inventing Anna in the U.S.,” adds Alex Bentley, Head of Product at Audley Travel.
There’s also scope to sell trips closer to home, with the UK and Ireland serving as the backdrop for numerous big name franchises such as the Harry Potter films.
For instance, the recently released film adaptation of Raynor Winn’s memoir The Salt Path depicts the author and her husband walking the entire South West Coast Path, including a big chunk of Devon’s coastal path. Travellers can now walk in their shoes too on a two-night Exmouth stay with Great Little Breaks.
How to sell
Along with providing inspiration for that next holiday location, the experiences depicted in TV shows and movies may also spur travellers to take an educational trip, which agents can take advantage of.
“More and more destination-based TV programmes or documentaries are highlighting the experiences available in destinations as well as travel tips and insight into different cultures,” says Deborah Wadhams, Head of Long-Haul Product at Gold Medal.
The fascination with “cowboy culture’’ is just one example, she says. “We have seen ranches and national parks become more popular recently, which could be impacted by the American neo-Western drama television series, Yellowstone. Brand USA also reported this as a big trend across the UK Market.”
Specialist tour operator’s such as America As You Like are offering the chance to step into the world of Yellowstone on a seven-night ‘Yellowstone National Park’ holiday.
It’s wise to consider a client’s specific interests too, and how these could translate into a wider holiday. Food is one example, especially as it is so often closely aligned with travel anyway.
“Recently, a client requested a visit to a restaurant featured in Stanley Tucci: Searching for Italy,” says Bentley.
“Similar celebrity food docuseries have also driven enquiries.”
Another example is Gary Barlow’s new series, Gary Barlow’s Food & Wine Tour: Australia, which aired throughout April, and is expected to drive more bookings down under. For his Gary Barlow’s Food and Wine Tour: Australia, the Take That singer, alongside some famous friends, embarked on a culinary adventure across six states and territories.
As with the stars themselves, the endorsement of a celebrity-led TV show can’t help but add a dash of glamour to any destination.
Book it with…
Fans of Netflix’s Emily in Paris can join Contiki’s limited-edition departure of its brand-new trip, where they’ll explore the best of Northern France’s culture with an Emily twist. The seven-day ‘France in a Week: Inspired by Emily’ itinerary is priced from £1,315 per person, departing on July 20, 2025. contiki.com
