Set Jetting: How TV Shows Are Influencing Travel Destinations

In the delicate weave of travel and storytelling, there’s a phenomenon quietly rewriting how destinations make their way onto the global stage—“set jetting.” It’s the newfound urge among travelers to step beyond the screen, to wander where the camera once captured moments that stirred the soul. For me, as someone who traces footprints across cultures, this is more than a trend; it’s a vivid act of connection between fiction and reality.

Picture this: you’re binge-watching a TV series, perhaps nestled in the cozy nook of your evening, and suddenly, the frame bursts open to reveal an impossibly beautiful landscape or an inviting bustling city street. It’s not just scenery—it’s a character in its own right. The timeless castles of Scotland, the sun-dappled streets of an Italian village, or a rugged Icelandic wilderness—all transformed from mere backdrops into pilgrimage sites for avid fans. This is “set jetting,” and it’s sweeping over the world like wildfire.

From Screen to Sidewalk: The Emotional Journey

What draws travelers from their couches to far-flung lands is more than just pretty visuals. It’s the deep yearning to live a story, to tread the same paths as beloved characters did, to immerse themselves in narratives that felt so intimate yet so distant. When I visited Dubrovnik after watching Game of Thrones, the thousand-year-old walls weren’t just historical monuments; they were portals through time, infused with dragons and legends that had danced across my imagination for years.

“Travel inspired by TV shows feels like stepping inside a dream you once dared to dream alone.”

This emotional charge breathes new life into these places, creating a unique bond between the visitor and the destination. It’s no longer just geography but memory, myth, and magic entwined into every cobblestone and sunset.

A Cultural Exchange Wrapped in a Lens

TV shows often spotlight cultures through artful storytelling, landscapes, traditions, and the daily beats of local life. When a place is featured authentically and lovingly, it becomes more than a fleeting scene; it becomes a cultural ambassador. For example, the rhythmic tango of Buenos Aires or the vibrant tea ceremonies of Kyoto, once glimpsed in films or series, invite a greater curiosity—and respect—toward those cultures.

As a traveler, I’ve found that “set jetting” opens doors to discover stories behind the stories—the artisans, the street vendors, the rhythms of everyday lives that inspired those vivid frames. It’s a kind of journey that feeds the soul as much as it delights the eyes.

The Impact on Destinations: Blessing and Challenge

There’s a powerful economic impulse behind this phenomenon as well. Local tourism flourishes when a place wins fans worldwide, creating jobs and preserving heritage sites. Many communities have embraced their moments in the spotlight, offering guided tours, themed experiences, and artisan crafts that echo the show’s legacy.

Yet, this glittering appeal can sometimes cast shadows—over-tourism, environmental strain, and the dilution of cultural authenticity. Traveling with awareness becomes crucial in these moments, reminding us that the true magic of set jetting lies not just in the image but in honoring the real people and ecosystems that breathe life into those images.

Living the Story Beyond the Screen

The next time you find yourself enchanted by a captivating storyline, remember that the landscape behind those characters awaits—rich with untold stories and uncharted experiences. Set jetting isn’t simply tourism; it’s an act of reverence, a tactile way to partake in a world that inspired art and narrative. It invites us to engage with our curiosity, passion, and the shared human fascination with place and memory.

As I plan my next journey inspired by the flickering glow of a TV screen, I carry with me not just a camera or itinerary, but a heart wide open to the wonders, mysteries, and stories that lie beyond the frame.

Marco Santiago