Set-Jetting: How TV and Film Tourism Became an $8 Billion Industry

Set-jetting, the practice of traveling to locations where films and television shows were filmed, has evolved into an $8 billion global business, according to reporting from Forbes. This trend is driven largely by Gen Z and Millennial travelers who use streaming platforms like Netflix, HBO, and Amazon Prime to identify new travel destinations.

The phenomenon converts screen-based entertainment into tangible economic drivers for cities and regions. By visiting the actual sites of fictional narratives, viewers transition from passive consumption to active tourism, fueling a specialized economy that spans luxury hotels, local guides, and regional transport.

The Economic Impact of Luxury Screen Tourism

High-end productions are reshaping luxury tourism by associating specific locales with aspirational lifestyles. Forbes reports that series such as The White Lotus and Emily in Paris act as catalysts for this shift, directing high-spending tourists toward specific luxury markets.

In the case of Emily in Paris, the show’s romanticized depiction of the French capital has sustained a steady stream of visitors to Paris, who seek out the specific boutiques and cafes featured in the series. Similarly, The White Lotus creates a surge in interest for its filming locations, turning regional resorts into global landmarks for luxury travelers.

This trend represents a shift in how luxury destinations market themselves. Rather than relying solely on traditional travel brochures, cities now benefit from the long-term visibility provided by streaming libraries, where shows are watched and re-watched over several years.

Streaming Platforms as Travel Catalysts

The rise of set-jetting coincides with the dominance of global streaming services. According to Travel And Tour World, web series on Amazon Prime, HBO, and Netflix are supercharging screen tourism by exposing millions of viewers to diverse geographies.

Gen Z and Millennials are the primary demographics driving this growth. These groups often use social media to cross-reference filming locations seen on screen with real-world coordinates, turning a viewing experience into a travel itinerary.

The reach of these platforms allows even niche locations to become international hotspots.

Historical and Fantasy Influence on Modern Travel

While modern streaming hits drive current trends, set-jetting also extends to historical epics and fantasy worlds. The influence of legacy franchises and classical narratives continues to move tourists toward specific regions.

These examples demonstrate that the set-jetting economy is not limited to urban luxury but includes remote landscapes and rural villages.

This suggests a permanent link between storytelling—whether through a 2026 streaming hit or a classical epic—and the desire to explore the physical world.

Industry Shifts in Destination Marketing

The $8 billion valuation of the set-jetting industry indicates a fundamental change in destination marketing. Local governments and tourism boards are increasingly viewing film productions as long-term advertisements.

By providing incentives for productions to film within their borders, cities are betting on the “halo effect” of a successful series. The result is a diversified revenue stream that benefits not only the hospitality sector but also small businesses located near filming sites.