The Rise of Set-Jetting: How Pop Culture is Shaping Your Next Travel Adventure

If it feels like everyone around you is booking trips to places they’ve seen on Netflix or TikTok, you’re not imagining it. New research reveals that pop culture—from TV shows and movies to music and viral social media spots—is now one of the strongest forces driving travel bookings worldwide. This trend, known as set-jetting, means travelers are choosing destinations based on what they watch, stream, and scroll, rather than just beaches or traditional bucket lists.

Set-jetting transforms travel into an emotional experience. Whether it’s the luxury resorts featured in The White Lotus, the romantic settings of Bridgerton, or a viral TikTok location, people want to visit places they feel connected to through pop culture. But this shift has consequences for travelers and the tourism industry alike.

A luxury resort pool featured in a popular TV series, attracting set-jetting travelers

What Set-Jetting Means for Travelers

Set-jetting is more than just a fun way to pick your next vacation spot. It changes how and when people travel. When a destination appears in a hit show or goes viral online, demand can spike almost overnight. This surge often leads to higher prices for flights, hotels, and tours, sometimes within just weeks of the trend starting.

For travelers already facing rising travel costs, this adds pressure. Booking early becomes essential to avoid paying premium prices. Alternatively, waiting until the hype fades can offer better deals and fewer crowds.

How Tourism Boards Are Responding

Tourism boards and travel companies have noticed this shift and are actively creating experiences that connect visitors to pop culture. These include:

• Themed tours that follow filming locations

• Interactive experiences based on popular shows or movies

• Special events tied to music or viral social media trends

  
  

These curated experiences attract fans eager to step into their favorite stories. However, they also increase competition for spots and can make some destinations feel crowded.

Tips for Planning Your Set-Jetting Trip

If you want to join the set-jetting trend without breaking the bank or battling crowds, consider these strategies:

• Travel during shoulder seasons to avoid peak crowds and high prices.

• Explore nearby or alternative destinations that offer similar vibes but fewer tourists.

• Look for lesser-known filming locations that provide the same emotional connection without the hefty price tag.

  
  

For example, instead of visiting the well-known Bridgerton filming spots in Bath, England, try exploring nearby historic towns that offer similar charm but fewer visitors.

Examples of Popular Set-Jetting Destinations

• The White Lotus boosted tourism in Hawaii, with travelers flocking to the luxury resorts featured in the show.

• Bridgerton sparked interest in English countryside estates and historic towns.

• Viral TikTok videos have turned small towns and hidden gems into overnight sensations, driving sudden spikes in visitors.

  
  

Even upcoming projects like Brad Pitt’s thriller The Riders are expected to influence travel patterns once filming locations become public.

What This Means for Your Next Trip

Pop culture is shaping travel choices more than ever. Your next vacation might be inspired by a show you binge-watch or a viral video you can’t stop sharing. This trend offers exciting opportunities to connect with places on a deeper level, but it also requires smart planning.

Booking early or waiting for the hype to cool can save money and stress. Exploring lesser-known spots can provide unique experiences without the crowds. And staying aware of what’s trending helps you make informed decisions.

Travel is no longer just about the destination itself—it’s about the stories and emotions tied to it. Set-jetting lets you live those stories firsthand.