Exploring the Rise of Set-Jetting: How Pop Culture is Shaping Travel in 2026

In recent years, a fascinating trend has emerged in the travel industry: set-jetting. This phenomenon involves travelers visiting destinations featured in their favorite films and television shows, turning on-screen locations into real-life adventures. As we delve into 2026, set-jetting is not only gaining momentum but is also reshaping how we perceive and plan our travels.

The Surge of Set-Jetting

Set-jetting has evolved from a niche interest to a mainstream movement. According to Expedia’s 2026 Set-Jetting Forecast, a staggering 81% of Gen Z and Millennial travelers now plan their vacations based on locations they’ve seen on screen. This surge is not limited to younger demographics; 53% of global travelers report an increased interest in screen-inspired getaways. The economic impact is substantial, with the trend projected to become an $8 billion industry in the U.S. alone. ([expedia.com](https://www.expedia.com/newsroom/expedia-predicts-set-jetting-surge-in-2026/?utm_source=openai))

Destinations in the Spotlight

Several destinations are at the forefront of this trend, captivating travelers with their cinematic allure. Here are some notable locations inspiring set-jetting in 2026:

• Yorkshire, U.K. – Featured in “Wuthering Heights” and “Downton Abbey: The Grand Finale”
• Tuscany, Italy – Inspired by “Jay Kelly”
• Samoa, Polynesia – The setting for the live-action “Moana”
• Dalmatian Coast, Croatia – Highlighted in “People We Meet on Vacation”
• Peloponnese, Greece – The backdrop for “The Odyssey”
• Los Angeles, U.S. – Featured in “Nobody Wants This” (Season 2)
• Wellington, New Zealand – The setting for “Avatar: Fire & Ash”
• Palawan, Philippines – Inspired by “The Last Resort”

These locations offer travelers the opportunity to immerse themselves in the worlds they’ve seen on screen, experiencing the landscapes, cultures, and stories firsthand. ([businesswire.com](https://www.businesswire.com/news/home/20251203959811/en/EXPEDIA-LAUNCHES-SHOPPABLE-SET-JETTING-TRAVEL-HUB-TO-TURN-ON-SCREEN-SCENES-INTO-REAL-LIFE-ITINERARIES?utm_source=openai))

Impact on the Travel Industry

The rise of set-jetting is prompting significant shifts in the travel industry. Destinations are increasingly leveraging their on-screen appearances to attract visitors. For instance, Ireland invested €200,000 in marketing locations featured in the series “Wednesday,” capitalizing on the show’s popularity to boost tourism. ([thriftyexplorers.com](https://thriftyexplorers.com/2026/01/06/travel-trends-2026/?utm_source=openai))

Moreover, platforms like Expedia have launched shoppable set-jetting travel hubs, allowing travelers to seamlessly plan trips to their favorite on-screen locations. This integration of travel planning and pop culture is enhancing the overall travel experience, making it more personalized and engaging. ([businesswire.com](https://www.businesswire.com/news/home/20251203959811/en/EXPEDIA-LAUNCHES-SHOPPABLE-SET-JETTING-TRAVEL-HUB-TO-TURN-ON-SCREEN-SCENES-INTO-REAL-LIFE-ITINERARIES?utm_source=openai))

Considerations for Travelers

While set-jetting offers exciting opportunities, travelers should approach it with mindfulness. It’s essential to respect local cultures and communities, ensuring that tourism benefits the area without causing harm. Sustainable travel practices, such as supporting local businesses and minimizing environmental impact, are crucial in preserving the integrity of these destinations for future visitors. ([itij.com](https://www.itij.com/latest/long-read/global-travel-predictions-2026?utm_source=openai))

Conclusion

Set-jetting is more than just a passing trend; it’s a testament to the profound impact of pop culture on our travel choices. As we move through 2026, this phenomenon continues to inspire and shape the way we explore the world, offering unique experiences that blend entertainment with exploration. Whether you’re a fan of classic films or contemporary series, set-jetting provides a gateway to the stories and places that have captured our imaginations.

Embracing this trend allows travelers to connect with the narratives they love, creating memories that are both personal and profound. So, pack your bags and embark on a journey to the places where your favorite stories come to life.

Note: The information provided is based on data available up to January 2026. For the most current details, please refer to official travel resources and local guidelines.