Be it Dubrovnik, as seen in Game of Thrones, the world-famous Maya Bay fromThe Beach or the north of Sicily, which had us gushing in 2022's hit show The White Lotus: true TV and movie fans know where their favorites were filmed. It’s quite obvious why people would want to visit the places that shine in all their glory on screen. Trend experts already predict that 2023 will be the year of traveling to big screen worthy locations.

A still from the second season of The White Lotus in front of the cathedral in Noto, Sicily. © Fabio Lovino/HBO

All about set-jetting

The term was established as early as 2008 in the New York Post by journalist Gretchen Kelly. However, the trend itself has been around for far longer. Ever since movies and shows began drawing people's gaze to the big screen, they served as travel inspiration. That's hardly surprising: After all, the filming locations are carefully selected – some of the world’s most beautiful places have been the backdrop of some swoon-worthy scenes. 

Emily in Paris lures set-jetters to the city of love. © Netflix

The streaming age has made the fringe phenomenon a massive trend. Netflix, HBO Max, Disney+ and Amazon Prime Video: every platform is saturated with fantastic new movies and a binge-worthy shows, increasing the appeal of classic destinations like Paris (see Emily in Paris), but also introduces us to places we wouldn't otherwise have our eyes on. Who didn’t ponder putting Seoul on their bucket list while watching Squid Game or one of the other countless K-dramas on Netflix.

The world’s a stage

From Vienna to New York and from Thai beaches to the mountains of the Himalayas: film and TV show travel the world in search of the perfect backdrop. These places often appear more beautiful on the screen than they are in reality. Anyone who has traveled to New York as a set-jetter and a fan of Sex and the City or Inventing Anna knows that not every corner here looks as magical as, say, the front entrance to Carrie's iconic apartment.

Following into famous footsteps

Riding a Vespa through Sicily, clad in pink like Jennifer Coolidge in The White Lotus – a dream scenario for many. © Netflix

This brings us to the next, arguably most important reason why travelers decide to set-jet: the idea of stepping into the shoes of your favorite fictional characters, even if only for a few days, is irresistible to many. High on the list in 2023, for example, is The White Lotus: all decked out in pink, Jennifer Coolidge fans are off on a Vespa through the Sicilian countryside. After all, her eccentric millionaire Tanya has become an icon, especially following the show’s buzzy second season.

To meet the trend, various tourism agencies now offer their own set-jetting maps and tours. So if you don't want to organize your Game of Thrones tour yourself or visit the filming locations of Gone with the Wind without much research, you don't have to.

Is it worth it?

Yes – and no. On the one hand, seeing a place that we admired on screen in reality is an indescribable feeling. Almost like seeing an old friend again after a long time. For a moment, you might actually feel like Sissi walking through the palace gardens in The Empress.

The German Netflix hit The Empress was filmed in Bavaria. © Netflix

On the other hand, every set-jetter has to be aware that they could face disappointment, especially when a location doesn't look as good in reality as it does on the screen. And then there’s countless other fans who had the exact same travel plans. They don’t just crowd your photo op. In extreme cases, the destinations also suffer from too many tourists. As was the case with Maya Beach from the Leonardo DiCaprio movie The Beach: over 5,000 visitors per day there almost led to the collapse of the local ecosystem.

Maya Bay from The Beach is among the most famous set-jetting destinations in the world. © Humphrey Muleba/Unsplash

Admittedly, this is an extreme example – places like New York, Vienna, or Sicily are more sprawling and can definitely handle the tourist crowds. And hotels like the San Domenico Palace Hotel in Taormina from The White Lotus or the Grand Hotel Poseidon from Glass Onion will still remain pleasantly exclusive, despite the set-jetting craze.

In conclusion

Some of the current trend destinations from film, TV and streaming services like Netflix or HBO Max, it might be a bit more crowded than usual this year. But it's clear that traveling into the world of our favorite movies, stepping into the shoes of our big-screen heroes, adds a whole new dimension to our vacation. So giving set-jetting a chance is worth it. And after all, you can always leave the footsteps of Carrie, Tanya and the rest to get to know your destination on your own.