Our favorite fictional worlds are becoming our real-life vacation plans.
The way we choose our vacation spots is undergoing a dramatic shift, driven not by traditional guidebooks but by our streaming service watchlists. The phenomenon, known as “set-jetting,” has exploded in 2025 as travelers are increasingly booking trips to the real-life filming locations of their favorite TV shows and movies. It’s a new form of tourism that is blurring the lines between fiction and reality.
This trend is about more than just a photo op; it’s a quest for a deeper connection to the stories we love, from the coasts of Thailand to the mountains of New Zealand.
1. Streaming turned places like Croatia into global superstars.
In the golden age of streaming, our screens have become powerful travel advertisements. A show like HBO’s “Game of Thrones” can take the beautiful but relatively niche city of Dubrovnik, Croatia, and transform it into a global tourism powerhouse. Millions of viewers saw its ancient walls and stunning coastline as the backdrop for King’s Landing and were immediately inspired to visit. This constant exposure on platforms like Netflix and Max creates a powerful, built-in desire to see these places in person, according to booking.com. The streaming queue has become the world’s most effective travel brochure, creating demand for new destinations.
2. New Zealand offers a pre-made, epic itinerary.
Planning a vacation can be overwhelming, but set-jetting offers a ready-made adventure with a built-in story. No country has leveraged this better than New Zealand with “The Lord of the Rings.” Fans can follow a clear path across the country, from the rolling hills of Matamata (Hobbiton) to the volcanic landscapes of Tongariro National Park (Mordor). This adds a layer of purpose to sightseeing; you’re not just visiting a park, you’re on a quest, as mentioned in Skift. It turns a simple trip into an epic journey, making the planning process both easier and far more exciting.
3. Fans seek a deeper connection in the U.K.
A standard vacation gives you memories, but a set-jetting trip offers a deeper emotional payoff. Standing in the actual spot where a pivotal scene took place makes the fictional world feel real and tangible. For “Harry Potter” fans visiting the cloisters of Gloucester Cathedral or “Outlander” enthusiasts exploring the Scottish Highlands, the trip becomes a modern-day pilgrimage, as shared by Business Insider. It’s a way to pay homage to a story that has had a genuine emotional impact, transforming a passive viewing experience into an active, immersive adventure that makes the trip feel more meaningful.
4. Sicily provides the ultimate social media status symbol.
In a world where travel is often shared online, set-jetting provides a photo opportunity with a higher level of cultural currency. A picture from a generic beach is nice, but a photo from the specific Sicilian resort featured in “The White Lotus” is instantly recognizable and signals that you’re in on the zeitgeist. This desire for an iconic, shareable shot has driven massive interest in previously quiet spots. The ultimate example is Maya Bay in Thailand, which became so famous from “The Beach” that it had to be closed to recover from the environmental damage.
5. Prestige television makes places like Italy look irresistible.
High-budget “prestige” television has elevated production values to cinematic levels, with the location being a character in itself. A show like “The White Lotus” functions as a beautifully shot travelogue for its featured destination, showcasing luxurious hotels and breathtaking landscapes. This inspires a more aspirational kind of travel, as fans flock to the exact Four Seasons resort in Sicily to experience the lifestyle of the characters. These shows are powerful drivers of high-end tourism, with viewers eager to book a stay at the exact location to immerse themselves in the show’s glamorous world.
6. “Breaking Bad” put Albuquerque, New Mexico on the map.
A hit TV show can completely transform the fortunes of a previously overlooked town or region. Before “Breaking Bad,” Albuquerque, New Mexico, was not a major tourist destination. The show’s massive success created a thriving local tourism industry based almost entirely on set-jetting. Fans now come from all over the world to take tours of Walter White’s house, eat at Los Pollos Hermanos (a real fast-food restaurant), and visit other iconic filming locations. It’s a perfect example of how a great story can reveal the unique character of a place and turn it into a destination.
7. Ireland has fully embraced its “Game of Thrones” fame.
The travel industry has recognized the power of set-jetting and is now actively catering to it. No one has done this better than Ireland, which was a primary filming location for “Game of Thrones.” The national tourism board has created official maps and apps for visitors to tour the real-life locations for Winterfell (Castle Ward) and the Kingsroad (the Dark Hedges). Local companies offer guided tours that take fans to the exact spots where famous scenes were shot. This growing infrastructure makes it easier than ever for travelers to plan a trip centered around their favorite show.
8. It merges the fantasy of Hollywood with reality.
At its core, set-jetting is about making a fantasy feel real. The stories we consume are a huge part of our cultural lives, and visiting their filming locations bridges the gap between the fictional world and our real one. Here in Southern California, the proximity to Hollywood has fueled this for decades, with tourists visiting the “Rocky” steps in Philadelphia or the “Field of Dreams” in Iowa. It allows for a unique form of escapism, where for a moment, you can feel like you are a part of the story, creating a powerful and memorable travel experience.