From Middle-earth to The White Lotus: The Rise of Set-Jetting

New Zealand: Chasing Hobbits and Wizards

The Lord of the Rings didn’t just redefine fantasy cinema; it put New Zealand on the map for millions of travelers. Since the release of Peter Jackson’s trilogy, tourism revenue in New Zealand shot up by 40%. I get it—who wouldn’t want to wander the Shire or stand at the foot of Mount Doom? But beyond the fantasy, it’s about experiencing the raw, untouched beauty of those landscapes. It’s as if Middle-earth was always there, waiting to be found.

Game of Thrones: From Spain to Northern Ireland

If you ever wanted to feel the chill of Winterfell or bask in the sun of Dorne, Game of Thrones has you covered. Spain and Ireland saw a massive tourism surge thanks to the show. Northern Ireland, in particular, became a hotspot, with one in six visitors reportedly inspired to travel there purely because of Game of Thrones. It’s the kind of cultural impact that’s rare, but HBO managed to make it happen. There’s something surreal about standing in front of the Dark Hedges or walking the coastline near Ballintoy Harbor, knowing these places were backdrops for some of the most iconic scenes in television history.

Game of Thrones - Kirkjufell Mountain

Game of Thrones - Bregagh Road

The White Lotus Effect

The White Lotus has an odd power. It makes you want to book a holiday while also making you question the people who stay at luxury resorts. Season three was filmed at the Four Seasons Resort Koh Samui, leading to a 40% spike in bookings. It’s fascinating how a satirical take on the ultra-wealthy can still sell paradise. And after season two, the San Domenico Palace in Sicily sold out for the rest of the year, with “Sicily Hotel” searches soaring by 400%. Maybe it’s the gorgeous scenery, or maybe people just want to see where all that drama unfolded firsthand.

British TV Tourism: From Bridgerton to Ted Lasso

British TV is no stranger to inspiring travel. Bridgerton sent Castle Howard’s website traffic through the roof, especially among the 18-24 age group, with a 3,400% increase in visitors. It’s no surprise—the show is a visual feast, and who wouldn’t want to play Regency dress-up for a day?

Then there’s Ted Lasso. The charming, feel-good Apple TV+ series sparked a 160% jump in Expedia searches for Richmond, London. It’s a testament to the show’s warm portrayal of community and its almost magical ability to make us feel at home, even in a place we’ve never been.

The Rise of Branded Storytelling

It’s not just about location anymore. Brands are catching on, crafting narratives to sell us not just products but experiences. Marriott Hotels jumped into the game with short films and TV shows that attracted millions of viewers—and bookings. Airbnb went a step further, producing series like Home and funding documentaries like Gay Chorus Deep South, using storytelling to subtly weave in their brand values.

Tripadvisor’s The Wanderer on Prime Video takes things up a notch by focusing on authentic experiences, highlighting real traveler stories and using genuine recommendations. It’s a clever move in an era where audiences are getting tired of glossy, overly polished ads.

The Dark Side of Set-Jetting: Overcrowding and Preservation

It’s not all fun selfies and postcard views. As film tourism grows, so do the challenges. Overcrowding is becoming a real issue in popular destinations. Dubrovnik, the stand-in for King’s Landing in Game of Thrones, saw such an influx of tourists that locals started protesting. The city even considered limiting visitor numbers to protect its historical sites. It raises the question: How much tourism is too much?

Environmental impact is another concern. In New Zealand, some hiking trails popularized by The Lord of the Rings have suffered from erosion due to the sheer number of visitors. It’s a delicate balance—places want the economic boost but also need to preserve their natural beauty. This has led to discussions about introducing visitor caps, stricter regulations, or even temporary closures for restoration. It’s a reality check that not all travel inspired by film and TV is sustainable.

The Future of Film Tourism: Virtual Reality and Beyond

With the rise of virtual reality (VR) and augmented reality (AR), the future of film tourism is likely to get even more immersive. Imagine donning a VR headset and walking through the Shire without leaving your living room or standing on the deck of the Black Pearl from Pirates of the Caribbean without getting wet. It sounds futuristic, but companies are already experimenting with virtual tours of movie sets and famous filming locations.

But it’s not just about staying at home. AR could enhance the on-location experience too. Imagine visiting Dubrovnik and seeing dragons fly over the city walls through your phone’s camera. It’s a fun twist that blends reality with fantasy, and it could be the next big thing in tourism.

Is Set-Jetting Here to Stay?

Absolutely. We’ve always been drawn to the worlds we see on screen, but now we can visit them. And with more movies and shows being produced worldwide, the list of must-see filming locations will only grow. It’s a fun, immersive way to travel, blending our love of storytelling with the thrill of discovery.

Maybe the next time you’re binge-watching, you’re also planning your next holiday. Just be ready to share your spot with a few hundred other fans who had the same idea.