In the travel world of 2026, the traditional guidebook is being replaced by the streaming queue. A new phenomenon known as “Set-Jetting” has evolved from a niche hobby into an $8 billion industry, as travelers increasingly bypass classic landmarks in favor of the specific landscapes featured in their favorite digital franchises.
At Modern Memo, we explore the shift toward these “pop-culture pilgrimages” and how travel agencies are pivoting to meet the demand for immersive, screen-inspired itineraries.
The Data: Fandom as the New GPS
According to the 2026 Set-Jetting Forecast released by Expedia Group, the influence of film and television on travel decisions has reached a tipping point.
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The Stat: A staggering 81% of Gen Z and Millennial travelers now report that they plan their vacations based on locations they’ve seen on screen.
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The Desire: Over 53% of global travelers say their interest in visiting a filming location has increased year-over-year, leading agencies to rebrand these trips as “Fan Voyages.”
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The Economic Impact: What began as a curiosity fueled by shows like The White Lotus and Emily in Paris is now a primary driver of tourism revenue for regions that once sat off the beaten path.
2026’s Top “Pilgrimage” Destinations
As new seasons and films debut, the map of “must-visit” locations shifts. Industry experts highlight several regions seeing a massive surge in bookings this year:
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Yorkshire, U.K.: Driven by the romantic moors of the new Wuthering Heights adaptation and the “Grand Finale” of Downton Abbey, the region is seeing record-breaking demand for estate tours and period-themed stays.
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The Dalmatian Coast, Croatia: Long a Game of Thrones staple, this region is experiencing a secondary boom due to the Netflix hit People We Meet on Vacation, with travelers seeking out the specific turquoise waters and seaside villas featured in the film.
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Samoa, Polynesia: Following the release of the live-action Moana, travel interest in the South Pacific has skyrocketed, with agencies offering “Wayfinder” packages that focus on Polynesian culture and oceanic exploration.
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Tuscany, Italy: The upcoming film Jay Kelly, starring George Clooney, has turned the quiet towns of Pitigliano and San Quirico d’Orcia into “supporting characters” that fans are eager to visit.
Beyond the Photo Op: Immersive Fan Itineraries
Travel agencies are moving beyond simple “bus tours” to offer what they call Immersive Fan Experiences. These specialized itineraries are designed to let fans “step into” the world of the show:
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Themed Workshops: From learn-to-code sessions inspired by tech thrillers to period-accurate etiquette classes for Bridgerton fans.
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“Gami-Vacations”: Leveraging the “Pop Culting” trend, some agencies now include augmented reality (AR) “missions” or quests at filming sites, allowing travelers to earn digital rewards through specialized apps.
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Screen-Accurate Stays: A rise in “Salvaged Stays”—historic buildings like former courthouses or warehouses that served as sets—allows fans to literally sleep where the action happened.
The Utah Film Trail
Closer to home, the Utah Film Trail has become a premier example of state-led pop-culture tourism. Launched officially in 2026, the self-driving itinerary guides visitors through the iconic backdrops of Forrest Gump, Thelma & Louise, and Yellowstone. The trail combines cinematic history with the state’s burgeoning Michelin-star culinary scene, proving that even “old” movies can continue to drive modern luxury travel.
Final Word
Staying informed on the evolution of “Set-Jetting” isn’t just about picking a vacation spot—it plays a powerful role in your understanding of how digital media reshapes our physical world. When you look past the trend and see the data of an $8 billion industry, you gain a clearer picture of how deeply storytelling influences our global economy.
Quality information replaces the noise of viral travel clips with the clarity of industry forecasts and cultural data. It allows you to see these “pilgrimages” as more than just a search for a photo, but as a genuine search for connection with the stories that define our era. By choosing to follow the facts of the trend rather than just the hashtags, you align your perspective with the realities of modern tourism and support a more informed, adventurous future.
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