What Is Set-Jetting, The Viral Travel Trend For Film Fans?
If you love travel and you love TV, you may or may not have heard of the term “set-jetting”, a trend that’s becoming increasingly popular on social media and in general. So, what is it exactly? Put simply, it’s going to visit the places where your favourite TV or films were shot- so you can be there in the flesh, immersing yourself in the world of, say, Bridgerton. We’ve put together a little guide to explain exactly what set-jetting is, where to visit, and how it’s changing modern travel.
What exactly is set-jetting?
Technically, visiting places depicted in our favourite stories has been a thing for decades, centuries even. Victorians were drawn to the settings of Dickens and Brontë novels. “Film tourism” has existed since Hollywood got big. But in our social media world, the concept is becoming increasingly popular, and it’s not always the exact locations either: according to an article by the BBC, Expedia noticed an over 300% increase in interest in Hawaii and Sicily as the first two seasons of The White Lotus gathered viewers. And the trend only seems to be getting bigger, with more people getting up off the sofa when the credits roll to experience a taste of their favourite series in real life.
Which shows & films are popular for set-jetting?
Often, set-jetting has been associated with epic franchises that have dedicated fan followings, like Game of Thrones, increasing tourism to locations in Ireland, or New Zealand, seeing a visitor explosion after The Lord of the Rings trilogy. In recent years, though, shows like White Lotus (Thailand, Sicily, Hawaii), Succession (Norway), Bridgerton (Bath), Emily in Paris (Paris), The Bear (Chicago) and The Perfect Couple (Massachusetts) have inspired viewers to travel the world.
What are the best spots to visit?
It depends on what you want to get out of a visit: are you looking to see the actual locations of where the actors of that show you just binged said their lines? Then you’ll need to do a bit of research to work out where exactly it is, and how you can experience it. Some places are obvious destinations that have lots of tourists anyway, like Highclere Castle, where Downton Abbey was filmed.
Others might be a little less easy to find: Villa del Balbianello is found on Lake Como in Lombardy, and was used as the backdrop for scenes in Star Wars and Casino Royale. Often, places will have a tour specifically for fans. You might be looking for more of a general vibe of a location, maybe because you’ve been inspired to visit by the feeling some shows conjure. How many fans of Friends and Sex And The City haven’t wanted to visit New York to feel like they’re Rachel Green or Carrie Bradshaw? And if you’ve seen White Lotus, you probably wish to stay a few nights in a luxury hotel on the other side of the world.
These kinds of trips are ideal for posting dreamy Instagram photos and TikTok videos to make your friends envious- or inspire them to jet off there too.
There’ll be plenty of others wanting to copy the trend, so bear in mind that things can get quite pricey.
Of course, when there’s an explosion in tourism somewhere, there’ll be plenty of others wanting to copy the trend, so bear in mind that things can get quite pricey.
Closer to home, there are plenty of Bridgerton filming locations to visit across the UK, from royal estates in London to castles and parks in Bath and Windsor, if you’re waiting patiently for Season 4. And while we’re talking about filming in the UK, it would feel wrong not to mention the many Harry Potter filming locations across the country, from Durham Cathedral in the North East of England to King’s Cross Station in London.
Tips for future set-jetters
If you’re set-jetting, make sure you definitely know where a film or show was actually shot, rather than set. Hollywood classic Casablanca, for example, was filmed in California, not in Morocco, and the war movie Full Metal Jacket was filmed in London, not the streets of Vietnam.
It should go without saying, of course, but remember to use common sense and treat residents/locals around filming locations with respect and courtesy. If you mention Captain Correlli’s Mandolin while on holiday in Kefalonia, chances are good you’ll be met with a friendly acknowledgement of the book and film that has inspired many to visit the Greek island. Being pushy or harassing the residents of a house where a fictional character lived, however, is likely to go down badly.
A perfect example of someone who has actually made a career out of set-jetting is Thomas Duke, who goes by @steppingthroughfilm on Instagram, and brings together his love for travelling to new places with his obsession with films and TV.
Set-jetting is only set to get bigger in the next few years.
With the rise of set-jetting, more and more places are getting in on the act, especially since welcoming tourists can revitalise local towns and cities. And it’s only set to get bigger in the next few years, especially since it fits perfectly on social media.
