Expedia’s Top Set-Jetting Destinations for 2025

In recent years, set-jetting—travel inspired by films, TV shows, and streaming productions—has transitioned from a niche trend to a mainstream driver of global tourism. According to Expedia’s Unpack ‘25 report, two-thirds of travellers now say their travel decisions are influenced by what they watch on screen, a 16% increase from the previous year. Productions like Traitors, Sex and the City, The Real Housewives of Dubai, and Yellowstone are among the key examples shaping this trend for 2025.

This surge highlights the growing importance of film tourism, as destinations look to tap into the emotional and cultural pull of on-screen storytelling to boost visitor numbers. Below, we explore insights from Expedia’s findings alongside examples of how set-jetting is driving travel demand globally.

Set-Jetting and Destination Marketing: Scotland’s Highlands and Beyond

The atmospheric landscapes of Scotland’s Highlands have always held a mystique, but the reality series Traitors has brought renewed attention to the region. Filmed at Ardross Castle, the show’s success in both the UK and US has drawn millions of viewers, many of whom are now inspired to visit the Highlands. This aligns with findings from VisitScotland, which reports that one in five visitors chooses to travel to Scotland after seeing it featured in movies or TV shows.

Scotland’s success with set-jetting extends beyond Traitors. Shows like Outlander and even earlier productions like Monarch of the Glen have solidified the country’s reputation as a go-to filming destination. By creating dedicated tourism campaigns and offering immersive experiences, VisitScotland has turned screen tourism into a cornerstone of its destination marketing strategy.

Pop Culture Tourism in Urban Destinations: New York City

Urban destinations are also leveraging the power of TV-inspired travel. New York City’s ongoing appeal as the backdrop for Sex and the City and its sequel series And Just Like That… continues to draw visitors. NYC & Company, the city’s tourism board, has actively integrated the series into its recovery campaigns, such as It’s Time for New York City. By promoting landmarks and experiences tied to the show, the city has successfully catered to both long-time fans and new audiences discovering Manhattan through streaming platforms.

This example underscores the longevity of pop culture tourism, with guided tours and shopping itineraries based on Sex and the City remaining a staple of New York’s tourism offerings decades after the original series first aired.

The Real Housewives Effect: Luxury Tourism in Dubai

In Dubai, luxury travel and on-location tourism have been amplified by The Real Housewives of Dubai. Featuring iconic locations like Cloud 22 and Nammos, the show has introduced international audiences to the city’s glamorous lifestyle. According to Expedia, the franchise has contributed to a 30% year-over-year increase in travel interest for Dubai, cementing the city as a leading destination for high-end tourism.

This success is part of a broader UAE strategy to use pop culture and film productions to boost global visibility. From Mission Impossible to Dune 2, the UAE’s focus on tourism marketing strategies has shown how on-screen exposure can align with luxury branding to attract affluent travellers.

Adventure Awaits: The Yellowstone Effect in Montana

Rural and outdoor destinations have also benefited from set-jetting. Montana, the primary filming location for the hit series Yellowstone, has seen a significant rise in visitors drawn to the show’s depiction of rugged landscapes and Western culture. Research indicates that the series inspired two million tourists to visit the state in 2021 alone, generating $730 million in spending.

However, Montana faces the challenge of balancing visitor demand with sustainability, particularly in areas like Yellowstone National Park. Local tourism boards have adapted by offering experiences that align with the show’s themes while educating visitors about responsible travel practices—a crucial component of ensuring long-term benefits from set-jetting.

Set-Jetting’s Growing Role in Tourism Recovery

The rise of travel inspired by movies and TV reflects broader shifts in tourism marketing. Productions like Traitors, Sex and the City, and Yellowstone show how on-screen storytelling can transform locations into cultural landmarks. For destinations, the key to success lies in crafting immersive experiences that connect travellers to the worlds they’ve seen on screen.

At the same time, set-jetting requires careful planning. Tourism professionals must balance increased interest with sustainability, ensuring that local communities and environments can manage the surge in visitors. As seen in Scotland, New York City, Dubai, and Montana, successful film tourism depends on strategic marketing, collaboration with production companies, and a long-term commitment to preserving the destination’s appeal.With major productions like the upcoming Lord of the Rings films returning to New Zealand, the future of set-jetting looks brighter than ever. For destinations ready to embrace this trend, the rewards go beyond increased visitor numbers—they offer a chance to connect with travellers through the power of storytelling, creating lasting cultural and economic impact.