Set-jetting is the idea of travelling to destinations featured in movies, TV series, or even viral online content. It is not new, but it is evolving. Today’s version is less about ticking off famous landmarks and more about stepping into the atmosphere of a place: Walking through neighbourhoods seen in a series, visiting filming locations that feel untouched, and experiencing the mood, not just the setting. It is immersive, emotional, and often deeply personal.
Platforms like Netflix and Prime Video are constantly showcasing destinations around the world, often in ways traditional travel marketing never could. A single hit show can turn a relatively unknown location into a must-visit destination almost overnight.
Travel decisions are becoming more emotional. Instead of just asking: Is it popular? Is it affordable ? Travellers are asking: What does it feel like to be there? Film and TV answer that question better than any brochure could.
Set-jetting fits perfectly with a broader trend toward experiential travel. It is not about seeing ten landmarks in a day. It is about recreating a moment, a mood, or a story.
Porto, Portugal: Often overshadowed by Lisbon, Porto delivers colourful streets, riverside views, and rich culture at a lower cost. It has the same European charm with more affordable food and accommodation.
Budapest, Hungary: With its grand architecture and dramatic skyline, Budapest feels like a film set in itself. Thermal baths, historic cafés, and lower prices make it a strong alternative to pricier European capitals.
Oaxaca, Mexico: Oaxaca offers vibrant streets, incredible food, and a strong cultural identity. It has a visual richness that feels cinematic, without the higher costs of more tourist-heavy destinations.
Fez, Morocco: If you are drawn to atmospheric, maze-like cities, Fez delivers. Its historic medina feels immersive and visually striking, often at a fraction of the cost of more popular destinations.
Kraków, Poland: Kraków combines history, walkability, and charm, all while remaining budget-friendly. Its old town and surrounding areas feel straight out of a period film.
Set-jetting today is not about following a strict list of filming locations. Instead, travellers are: Building flexible itineraries inspired by a show’s atmosphere, exploring beyond the most obvious spots, and mixing screen-inspired travel with local discoveries. It feels less like a checklist and more like a personal interpretation.
Like any popular trend, set-jetting has its downsides. Well-known filming locations can quickly become: Overcrowded, commercialized, and less authentic over time. Many travellers are responding by visiting during quieter seasons, exploring nearby areas, and focusing on lesser-known locations.
Set-jetting highlights a bigger shift. People are no longer inspired by destinations alone. They are inspired by stories. Stories shape how we imagine a place before we arrive. They influence what we look for once we are there. Sometimes, they even make a destination feel familiar before the trip begins.
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