There’s a peculiar kind of magic that happens when you step out of the airport into a place you’ve only ever seen through a camera lens—a sensation that feels like slipping through the boundary between reality and reel.

Picture this: I’m standing at the edge of Skellig Michael, Ireland, the Atlantic roaring below, mist curling over ancient monastery stones. And yet, in my mind, this isn’t just a UNESCO World Heritage site—it’s also the remote sanctuary where Luke Skywalker hid away in isolation in Star Wars: The Last Jedi. In recent years, the urge to walk in the footsteps of heroes, villains, and dreamers from our favorite stories is shaping how we travel—and in 2025, it’s become a full-blown phenomenon. Welcome to the age of set-jetting.

The Spell of the Screen: Yearning for the Familiar Unknown

There’s a soul-deep thrill in traversing a cobblestone alley that felt like home for your on-screen alter ego, or gazing up at a castle that once cast shadows over epic battles you lived vicariously. For the growing tribe of set-jetters, travel has become a quest for immersion—a pilgrimage to the places where fiction and reality collide. In 2025, this trend isn’t just a ripple—it’s a tidal wave driving tourism, revitalizing sleepy villages, and shaping global itineraries.

I remember tracing the turquoise sweep of the Croatian coast, the scent of salt and jasmine thick in the air, and suddenly realizing I was standing where Daenerys once freed the slaves of Meereen in Game of Thrones. But unlike traditional “famous cities” tourism, set-jetting is driven by a burning emotional connection—a longing to inhabit fleeting stories, and weave them into your own.

Beyond Hollywood: The Real-World Renaissance

2025’s hottest destinations shimmer not just with natural beauty or cultural intrigue, but with the afterglow of stardust. The Scottish Highlands, mossy and timeless, have become icons all over again thanks to Outlander. Meanwhile, the brooding, neon-lit corners of Seoul are attracting new waves of travelers after the intoxicating darkness of Squid Game and Parasite.

It’s not just about location-hopping or ticking off photo ops. My journeys have revealed something deeper: locals and travelers are forging new bonds over shared fandoms, and hidden gems are given new life as fans pour in, eager to chase the feeling of déjà vu.

The Rise of the Immersive Experience

In 2025, destinations now lean into their on-screen alter-egos. Guided tours in New Zealand let you feast on Hobbiton picnics beneath the Party Tree. Petra’s glowing canyons, immortalized by Indiana Jones, now host storytelling nights to rekindle that adventurous spark. Even street food stalls in Vietnam are abuzz with diners flocking after seeing the flavors of Anthony Bourdain’s journeys.

My favorite discovery: a small, windswept inn in Iceland’s east, nearly lost to time—until it starred in a haunting scene from an acclaimed Scandinavian noir. The owner confided that set-jetters, wide-eyed and reverent, have breathed new hope into his family-run haven.

Why Set-Jetting Resonates Now

The world has changed. When the pandemic cast borders wide and strange, we leaned on stories to bridge distance and loneliness. Now, as new films and shows bind our global village, set-jetting is a declaration: it’s not enough to watch passively—we want to step onto the stage ourselves.

It’s about transformation. When the drone sweeps over snowy Transylvania or bustling Barcelona, it beckons you not just to visit, but to belong—to reclaim wonder, nostalgia, and imagination in a world that too often feels mundane.

Set-Jetting’s Ripple Effect: The Future Unfolds

Local businesses, artisans, and guides are learning the value of embracing these stories. In 2025, we’ll see small towns reimagining themselves not as just backdrops, but as characters in their own right. Set-jetting, done thoughtfully, weaves a richer tapestry: it sustains heritage, uplifts communities, and grants travelers stories more vivid than any postcard.

As I look ahead to new adventures, my heart aches with anticipation—not just for unseen mountains, but for those magical moments when the screen flickers to life beneath my feet. There, between fiction and reality, is where I most love to wander.