When Fiction Meets Reality

Travel has always been about experiences—savoring new cultures, exploring unknown landscapes, or tasting authentic cuisines. But in the past few years, a new wave has swept through tourism: set-jetting. The term refers to travelers visiting the actual filming locations of their favorite movies and TV shows, blending pop culture passion with wanderlust. What once seemed like a niche interest is now a booming travel trend, with destinations across the globe welcoming fans eager to step into the worlds they’ve admired on screen.

The Rise of Set-Jetting

The phenomenon isn’t entirely new. Fans of classics like The Sound of Music have flocked to Salzburg for decades, and visitors to New Zealand have long walked in the footsteps of hobbits thanks to The Lord of the Rings. But what makes today’s set-jetting different is its scale. Streaming platforms and global cinema releases have made film and TV universally accessible. A show can premiere in Los Angeles and within hours spark interest in Tokyo, Dubai, or Cape Town.

Social media has amplified this further. Instagram and TikTok are filled with travelers posting pictures from iconic filming sites. These posts act like visual guides, inspiring millions to follow in their footsteps. Unlike traditional sightseeing, set-jetting carries an emotional pull: it’s not just about seeing a landmark, it’s about reliving a beloved story.

Dubai as a Growing Set-Jetting Hub

Dubai has carved out a name for itself as a futuristic city, and cinema has helped amplify that image. Films like Mission: Impossible – Ghost Protocol turned the Burj Khalifa into an international star after Tom Cruise’s death-defying stunt. Since then, travelers have included the skyscraper not only as an architectural marvel but also as a cinematic landmark.

Dubai’s desert landscapes have also been featured in Hollywood and Bollywood films, attracting fans who want to experience the same dramatic backdrops. The city is also pushing to host more international productions, knowing that every blockbuster shot there transforms into free marketing for tourism. For travelers, Dubai offers a dual thrill: the chance to enjoy luxury and modernity while standing on sets that once doubled as worlds of espionage or futuristic cities.

Iconic Global Set-Jetting Destinations

Set-jetting has put several cities and countries on the travel map:

• New Zealand – Middle-earth: Thanks to Peter Jackson’s Lord of the Rings trilogy, New Zealand’s rolling hills, lakes, and rugged mountains have become synonymous with Middle-earth. Tours of Hobbiton, complete with the Shire’s quaint hobbit holes, remain wildly popular.

• Northern Ireland – Game of Thrones: From the Dark Hedges to Castle Ward, the landscapes of Northern Ireland have become pilgrimage spots for Game of Thrones fans. Tourism surged so dramatically that local businesses were transformed by the influx of fans.

• South Korea – K-Drama Spots: The global rise of Korean dramas has led fans to visit cafes, beaches, and streets featured in popular shows. Locations from series like Crash Landing on You or Goblin are now hotspots for international tourists.

• Paris – Emily in Paris: Though Paris has always been a global travel favorite, the show Emily in Paris introduced viewers to charming neighborhoods, boutique shops, and cafes beyond the Eiffel Tower, boosting interest in a new kind of Parisian experience.

• Jordan – Wadi Rum: Featured in films like The Martian and Dune, this otherworldly desert landscape attracts travelers who want to walk on terrain that once doubled as Mars or a distant planet.

The Emotional Pull of Set-Jetting

Why does set-jetting resonate so strongly? It’s about nostalgia and connection. A film isn’t just entertainment—it creates emotional memories. Traveling to its locations allows fans to step into that world and re-experience it in a tangible way.

For some, it’s about recreating a scene: posing like a character, wearing similar outfits, or visiting a cafe where a romantic moment unfolded. For others, it’s about the deeper symbolism—standing in a place where a story of resilience, adventure, or love was told. The blending of personal travel stories with fictional ones creates a unique emotional bond.

Economic Boost to Destinations

The rise of set-jetting has transformed tourism economics. Small towns and regions that once struggled for attention now thrive thanks to their on-screen appearances. Tourism boards actively collaborate with film industries, recognizing the long-term benefits.

In Dubrovnik, Croatia, tourism skyrocketed after Game of Thrones turned the walled city into King’s Landing. In New Zealand, the Lord of the Rings films created an entire industry of guided tours, themed hotels, and merchandise. These examples show how cinema isn’t just art—it’s an economic driver.

Dubai and Riyadh are also keenly aware of this. Both cities are building film-friendly infrastructures, with studios and incentives for producers, knowing that each movie shot there can translate into years of tourism growth.

Challenges of Set-Jetting

Despite its popularity, set-jetting isn’t without challenges. Over-tourism is one of the most pressing issues. Some small towns struggle to handle the sudden influx of visitors, leading to environmental strain or loss of local authenticity.

For instance, Skellig Michael in Ireland, featured in Star Wars: The Force Awakens, saw a surge in visitors that endangered its fragile ecosystem. Similarly, residents of some popular filming locations have raised concerns about noise, littering, and loss of privacy.

To balance this, governments and tourism boards are introducing sustainable tourism policies—limiting daily visitor numbers, creating guided tours, and ensuring local communities benefit directly from tourism.

The Future of Set-Jetting

Looking ahead, set-jetting will only grow as streaming platforms churn out more global hits. Instead of focusing on Hollywood alone, audiences are now embracing regional cinema, which opens up countless destinations for exploration.

Augmented reality (AR) and virtual reality (VR) may also play a role. Imagine walking through a filming location while your phone overlays scenes from the movie, or using VR headsets to experience a destination before traveling. These technologies could make set-jetting even more immersive and accessible.

For Dubai, Riyadh, and other cities in the Middle East, the opportunity is immense. By welcoming international film productions, they can transform themselves into new-age set-jetting hubs. Travelers of the future might not just climb the Burj Khalifa for the view but to re-enact iconic action sequences or stand where cinematic history was made.

Conclusion

Set-jetting is more than a trend—it’s a cultural movement blending entertainment with exploration. It transforms fictional worlds into real-life adventures and reshapes the way we travel. From Dubai’s gleaming skyscrapers to New Zealand’s fantasy landscapes, travelers are proving that sometimes the best travel inspiration doesn’t come from guidebooks, but from the big screen.

As more destinations embrace this phenomenon, set-jetting will continue to redefine global tourism, offering travelers not just a place to visit but a story to live.

Disclaimer

This article is intended for general informational purposes only. It does not endorse specific tours, productions, or destinations. Travelers are advised to check local guidelines and respect cultural and environmental considerations while visiting filming locations.