What is the set-jetting travel trend?

Set-jetting is a travel trend where millennials and Gen Z plan vacations based on locations featured in films and television shows.

What is the economic impact of set-jetting?

Set-jetting is projected to contribute billions to the global travel economy, with significant financial input from US travelers alone.

What are the negative consequences of set-jetting?

Set-jetting can lead to overtourism, environmental strain, and crowded attractions in filming destinations, with some locations seeing minimal economic benefit.

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Set-Jetting: Filmed Locations Drive Global Travel Boom

26 Feb

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Summary

Gen Z and millennials plan vacations based on film and TV locations.
Set-jetting contributes billions to the travel economy annually.
Overtourism and environmental impacts are growing concerns.

Set-Jetting: Filmed Locations Drive Global Travel Boom

Travelers, particularly millennials and Gen Z, are increasingly choosing vacation spots based on iconic film and television locations, a phenomenon known as "set-jetting." This trend is projected to contribute billions to the global travel economy.

While set-jetting offers economic benefits, it also exacerbates overtourism in destinations like Rome and Iseltwald, Switzerland, leading to crowded attractions and environmental strain. Some locations experience significant visitor increases, with minimal economic benefit to local businesses.

To mitigate negative impacts, authorities are implementing strategies like creating dedicated attractions, such as London's Platform 9 ¾ for Harry Potter fans. Some high-end hotels are also declining filming opportunities to maintain exclusivity.

Despite potential downsides, set-jetting remains a powerful force in shaping travel demand, with destinations like Highclere Castle benefiting economically from their cinematic fame. Some experts predict a potential "bubble burst" as travelers seek new, undiscovered experiences.

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