The Rise of Set-Jetting: When Movies and TV Fuel Tourism Frenzies
The allure of stepping into the world of our favorite films and television shows is proving to be a powerful magnet for travelers. This phenomenon, known as "set-jetting," is sending hordes of tourists to the real-life locations that serve as backdrops for our beloved on-screen stories. While the idea of visiting these picturesque destinations is undeniably appealing, the resulting influx of visitors is creating significant challenges for many communities.
From Middle-earth to Hallstatt: The Allure of On-Screen Landscapes
The trend of traveling to filming locations is not entirely new. New Zealand has long capitalized on its connection to the "Lord of the Rings" franchise, attracting fans eager to explore the landscapes of Middle-earth. However, a confluence of factors, including increased streaming viewership during the pandemic, the easing of travel restrictions, and the visually stunning nature of many on-screen settings, has amplified this wanderlust to unprecedented levels.
According to Expedia, streamed movies and TV shows have become the primary source of travel inspiration for 44% of travelers, eclipsing the influence of social media. In the UK, nearly half of those surveyed have considered visiting a destination after seeing it in a show or film, with over a third already booking trips.
Case Studies in Set-Jetting: Successes and Strains
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Sicily and "The White Lotus": The glamorous HBO thriller "The White Lotus" has brought a tourism boom to Taormina, Sicily. The town, already a popular summer destination, has experienced a surge in visitors eager to experience the luxury and beauty showcased in the series.
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England and "Bridgerton": The Regency-era drama "Bridgerton" has highlighted the splendor of England's historic houses, with Hampton Court Palace, a former residence of King Henry VIII, becoming a popular destination for fans of the show.
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Romania and "Wednesday": The supernatural comedy "Wednesday" has led to increased tourism in Romania, where scenes were filmed at the Buftea studios outside Bucharest, offering fans the opportunity to tour the sets.
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Switzerland and Korean Dramas: Korean dramas, or K-dramas, have also had a significant impact on tourism. Switzerland has seen a rise in Asian visitors to locations featured in shows like "Crash Landing on You," including Interlaken, Grindelwald, and Iseltwald. The 2024 K-drama hit "Queen of Tears" has inspired trips to Berlin and Potsdam in Germany.
The Dark Side of Set-Jetting: Overtourism and Environmental Impact
While set-jetting can bring economic benefits to certain regions, it often leads to overtourism, placing a strain on infrastructure and resources. Hallstatt, Austria, a picturesque lakeside village that is thought to have inspired scenery in the Disney film "Frozen," is a prime example. The village, home to only 800 residents, receives as many as 10,000 visitors per day during peak season. The influx of tourists has become so overwhelming that residents briefly erected a fence in 2023 to block the iconic view.
Dubrovnik, Croatia, another popular filming location for "Game of Thrones," faces similar challenges. The city's population of just over 41,000 was dwarfed by the nearly 1.5 million tourists who visited in 2019. The consequences include traffic congestion, damage to infrastructure, and rising housing costs that are pricing out local residents.
The environmental impact of set-jetting can also be significant. Maya Bay in Thailand, featured in the film "The Beach," suffered severe damage to its coral reefs due to the overwhelming number of visitors. The area was closed for nearly four years to allow marine life to recover and reopened in 2022 with restrictions on visitor numbers and swimming.
France's Approach to Sustainable Tourism
France, the world’s most visited country in 2024, with over 100 million arrivals recorded, is taking steps to mitigate the negative impacts of mass tourism. While some areas, such as Montmartre in Paris, are experiencing strain, the country has implemented a strategy to promote sustainable tourism, strengthen infrastructure, and distribute visitors across different regions and seasons.
Atout France, the country’s tourism development agency, has made sustainability a central tenet of its strategy. The Destination France Plan, a 10-year roadmap, allocates €1.9 billion to encourage greener, more responsible travel, including promoting rail travel, investing in mid-sized cities, and encouraging visitors to explore destinations beyond Paris and Nice.
The French Riviera resort of Cannes is implementing "drastic regulation" on cruise ships, halving the number of large ships allowed in its harbor and capping the daily number of passenger visits.
The Future of Set-Jetting: Balancing Popularity and Sustainability
As the popularity of set-jetting continues to grow, it is crucial to find a balance between attracting tourists and preserving the environment and local communities. This requires careful planning, investment in infrastructure, and a commitment to sustainable tourism practices. By promoting responsible travel and encouraging visitors to explore lesser-known destinations, it is possible to harness the economic benefits of set-jetting while minimizing its negative impacts.
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