What is Set-Jetting and Why is it One of the Biggest Trends in Travel Right Now?

Set-jetting is a big travel trend right now, with the term describing the act of traveling to a real-life location that might have inspired a movie or TV show.

Game of Thrones is a big example here. Iceland, Northern Ireland, and Croatia experienced a record-breaking influx of tourists not long after the show aired, with the phenomenon dubbed as being the Game of Thrones Effect. Since then, a number of TV shows have resulted in increased tourism, with the most recent one being The White Lotus.

The White Lotus Effect

The White Lotus Effect refers to the increase in hotel bookings as a result of the TV show. The first season put a spotlight on a luxury hotel in Hawaii, to which there was a marked increase in interest and travel to the area. Season 2 was set in Sicily, and the show similarly helped to elevate the demand for high-end and luxury accommodation within the area. Examples like this help to show how powerful the TV sector is and what an impact it can have on real-world travel patterns. Sometimes, this change can happen overnight as well. Italian travel company Citalia, for example, reported a 100% increase in bookings after the White Lotus aired, with Sicily vacation packages proving to be more popular than ever. 52% of people have also said that they have chosen travel destinations because they looked good in a TV show, with a whopping 71% of people saying that they have prioritized destinations because of television.

The Impact of Set-Jetting

Even though Game of Thrones and White Lotus are notable examples of TV shows that have sparked an interest in travel, movies have a big part to play, too. Take Dead Money, for example, a poker-themed thriller starring Emile Hirsch. It shows a professional poker player who ends up having to partake in a high-stakes match. Movies like this often rekindle interest in poker and the real-life destinations that are associated with it.

Even though Las Vegas might not be shown in the movie, interest in Vegas still spikes when movies like this hit the big screen due to the number of poker events that are held there. It’s not just movies and TV shows that influence tourism spikes, either. Events, like the WSOP, and virtual tournaments that are held at poker sites online, significantly influence travel patterns, drawing fans from around the world.

As some virtual events are live-streamed from famous casinos, with welcome bonuses also available, this increases demand for flights, hotels, and transportation for the host casino and city. When events and new movie releases both spark interest in certain topics, travel spikes can result in increased hotel prices and record-breaking sell-outs. Sometimes people are forced to seek accommodation outside of major hubs, showing what a knock-on effect this can have on not just cities, but the surrounding towns.

With the set-jetting effect becoming more and more prominent, as people take more inspiration from TV and movie destinations, it’s clear that it is going to be a major travel trend as we move into 2026. This is especially the case with high-grossing TV shows and movies, with The White Lotus and Game of Thrones really showing the impact of set-jetting and how powerful a force it is. It’s going to be interesting to see which countries will experience a spike next.