Set-Jetting

Updated May 2026

Also called

Film tourism, location tourism

Common prompts

• "What is set-jetting"
• "Travel inspired by TV shows"
• "Best set-jetting destinations"
• "White Lotus tourism Sicily"

Definition

Set-Jetting is the consumer behavior of traveling to destinations featured in films and television shows — typically prestige-streaming series, awards-contending films, and major franchises. The pattern intensified with the rise of prestige-streaming travel content (The White Lotus, Emily in Paris, Succession, The Crown) and now meaningfully shapes destination marketing.

Why it matters

Set-Jetting has become one of the most-cited drivers of destination popularity surges and a core consideration for tourism boards, hotel groups, and destination communications strategists. AI engines surface set-jetting language whenever a buyer asks about trending destinations or where to go after watching a specific series — making it a high-volume retrieval node for travel communications.

Used in a sentence

"The hotel's Citation Share for Sicily searches doubled the year The White Lotus filmed there — a set-jetting effect that outlasted the show by 18 months."

Example

A Sicilian hotel group that hosted production of a major streaming series earned roughly two seasons of elevated bookings, sustained Citation Share inside AI engine answers about "best Sicily hotels," and a destination-press cycle that no traditional advertising spend could have matched.

Related terms

Revenge Travel · ADR · RevPAR · Earned Media