Visiting locations from popular TV shows and movies has been something tourists have been doing for decades. But now, it has a catchy new name, ‘set jetting,’ a fun play on the term jet setting.
And this travel trend has had a huge surge in popularity recently. It’s actually one of the top travel trends of the year. According to Expedia, a huge 81% of Gen Z and Millennial travelers now plan their trips based on destinations they’ve seen on screen. I know I’m guilty of it – we visited Seattle simply to tick off the Sleepless in Seattle filming locations. And would you believe that this travel trend will be valued at $110.79 billion by 2028!
What is set jetting?
Set-jetting (or screen tourism) is a travel trend where travelers head to real-life spots from their favorite movies and TV shows, hoping to dive into the fictional worlds they love. This trend is driven by binge-watching TV and movie series on streaming platforms like Netflix and the like.
Some of the most popular set jetting destinations include New Zealand (home of The Lord of the Rings), Croatia (Game of Thrones), or Sicily (The White Lotus). And tourists will often join specific tours or stay at iconic hotels featured in these TV series/movies so as to fully immerse themselves in the on-screen magic.
And it’s a huge boost to local economies, but the massive influx of tourists can put considerable strain on local infrastructure and resources, especially in smaller places like Cinque Terre (the inspiration for Luca) and Glenorchy, New Zealand (Lord of the Rings).
Our favorite screen tourism destinations
1. New Zealand (Lord of The Rings)
New Zealand is Middle-earth, aka the fictional world J.R.R. Tolkien created when he wrote the famed Lord of the Rings series. And Peter Jackson then brought the book to life with the epic movies.
Yep, New Zealand’s diverse and stunning terrain – ranging from lush forests to rugged mountains and sweeping plains- provided the perfect backdrop for Middle-earth. Key filming locations include the dramatic peaks of the Southern Alps, the rolling hills of Matamata (home to Hobbiton, aka the Shire, and the mystical Fiordland National Park (near Queenstown), reminiscent of the Elven realms, such as Isengard Lookout, Lothlorien Forest, and Ithilien.
The impact of these movies on New Zealand’s tourism industry has been profound, with fans from around the world flocking to experience the Lord of the Rings magic firsthand. It is estimated that Hobbiton alone brings in $2.6 billion in spending per year. It attracts close to 600,000 visitors per year. Wild!
Known as ‘Tolkien tourism’, New Zealand has embraced LOTR fans, and you’ll find a plethora of guided tours and experiences across the country!
✅ Why we recommend a tour of Hobbiton:
One of the best and most immersive ways to experience the Lord of the Rings (LOTR) magic is to visit the pristine set of Hobbiton. You can only visit it as part of a guided tour like the one we did, and I cannot be more genuine when I say that the tour is 1000% worth it! I was truly impressed from start to finish, and I learned a ton of cool things both about the movie and about New Zealand in general!
P.S. With the Hunt for Gollum movie expected to be released in 2026, further interest in New Zealand is sure to follow.
2. Ireland (Game of Thrones / Wednesday)
My home country of Ireland is perhaps the second-most popular destination for set jetting, that’s mainly thanks to it being used as a primary filming location for the popular television series “Game of Thrones.”
The show utilized the country’s breathtaking landscape to bring the fictional world of Westeros to life. One notable location is the Dark Hedges in County Antrim, which famously portrayed the Kingsroad. This enchanting avenue of beech trees provided a dramatic backdrop for Arya Stark’s escape from King’s Landing. However, sadly, recently, some of the trees here have had to be chopped down due to storm damage.
Another important site is Ballintoy Harbour, which depicts the rugged Iron Islands, home to House Greyjoy. Castle Ward, in County Down, served as the setting for Winterfell, the ancestral home of House Stark, with its historic architecture and sprawling grounds lending authenticity to the show.
As for one of the best Game of Thrones tours in Northern Ireland, this full-day tour from Belfast is a great shout. It visits the most scenic sights in Northern Ireland as well as several key locations from GoT, like the Dark Hedges and Magharmorne Quarry, where Castle Black was located. It costs from just $25 USD per person.
The Game of Thrones Studio tour is another popular one – it gives you a behind-the-scenes look at how GoT was made and features lots of props from the series, like the Iron Throne.
Another more recent TV series that has mostly Gen Z tourists flocking to Ireland is “Wednesday” on Netflix. The second season was predominantly filmed in Ireland, taking advantage of the country’s breathtaking gothic landscapes, historic estates, and castles. Key locations such as Nevermore Academy and its surroundings were brought to life using places like Powerscourt Estate, Charleville Castle, and Wicklow National Park.
In fact, the Irish tourism board spent €200,000 on a marketing campaign built around the second series, saying that “screen tourism” was one of the biggest sources of travel inspiration to Ireland.
3. Taormina, Sicily (White Lotus Season 2)
Taormina in Sicily gained international attention as a filming location for the second season of “The White Lotus.” When this season and he first season (shot in Hawaii) aired, Expedia noticed that searches for these two destinations spiked by more than 300%!
Known for its breathtaking landscapes and rich cultural heritage, Taormina offers a stunning backdrop that perfectly complements the show’s themes of luxury and intrigue. Perched on the east coast of Sicily, this charming city is renowned for its cobblestone streets and spectacular views of Mount Etna and the Ionian Sea.
The San Domenico Palace was the hotel heavily featured in this season. It is certainly wow-worthy, but costs around 1,500 euros per night for a suite here.
4. Dubrovnik (Game of Thrones)
As you may already know, Dubrovnik in Croatia served as a key filming location in “Game of Thrones.” Yes, the city’s medieval architecture and stunning coastal views made it the perfect stand-in for the fictional city of King’s Landing.
Notable filming locations here include the majestic Lovrijenac Fortress, which doubled as the Red Keep, and the picturesque Pile Gate, a key entry into the old city, featured in several important scenes. And the city’s walls provided the backdrop for the Battle of Blackwater, while the Jesuit Staircase became famous as the site of Cersei Lannister’s “Walk of Shame.” It was such a pivotal scene with all the locals shouting “Shame, shame, shame” over and over again.
Best Game of Thrones Tours in Dubrovnik:
5. Seattle (Sleepless in Seattle)
If you love the 1993 movie Sleepless in Seattle, which stars a young Meg Ryan and Tom Hanks, then you will love visiting Seattle because, of course, many of the movie scenes were shot here. In fact, I have to admit one of my reasons for spending 3 days in Seattle recently was to see Sam’s (Tom Hanks’ character) houseboat.
It’s been over 30 years since the movie’s release, and still, tourists are flocking to the city to see the various locations featured in the movie. For me, I’ve watched Sleepless in Seattle countless times, and visiting places like Sam’s Houseboat was so nostalgic for me!
Some of the most notable Sleepless in Seattle filming locations include Sam and Jonah’s houseboat, which is located on the west shore of Lake Union, and the Athenian Inn at 1517 Pike Place, which you may remember as where Sam’s friend Jay (played by Rob Reiner) offers him some manly advice about dating. Their conversation about tiramisu is hilarious!
Another memorable scene in Sleepless in Seattle was shot at Alki Beach Park at 58th Avenue SW. This is where Annie (Meg Ryan’s character) spots Sam playing with his son.
6. New York (Friends / Sex and the City)
New York is, of course, the backdrop to MANY iconic TV series and movies. But, the most notable for me are Friends and Sex and the City. Maybe because I’m a millennial!
Growing up in the noughties, I, along with everyone I knew, was a major fan of Friends. This iconic TV show featuring 6 friends navigating life in New York is one of my favorite shows of all time! And so visiting the Friends apartment in New York was a must for me during my time in the city. Having watched the series countless times, it was very nostalgic for me to see the exterior of Monica, Rachel, Joey & Chandler’s apartment in real life.
The Friends apartment in New York is located at 90 Bedford Street on the corner of Grove Street in Greenwich Village. But I will add that the Central Perk Cafe is not located on the ground level of this apartment building – instead, you will find a small restaurant. But if you’re keen to get the Central Perk experience, you can head to The Friends Experience on 130 E 23rd St, which is a fully functioning replica of the famous Cafe. You can grab a coffee or pastry here and sit on the iconic orange couch.
You’ll also be able to experience other Friends set recreations, such as Joey & Chandler’s apartment and Monica’s living room!
Sex and the City:
Another one of my favorite set jetting places to visit in New York is Carrie Bradshaw’s apartment. I’m a massive fan of Sex and the City. And I just adore the whole look of her apartment, from the warm, inviting interior to the photogenic brownstone exterior. And those steps!
In fact, Carrie’s apartment is often referred to as the series’s 5th character by fans. It really was such an integral part of Sex and the City, wasn’t it?! And you’ll find it in the West Village – at 66 Perry Street.
7. San Francisco (Mrs Doubtfire)
San Francisco, where I was born, is another big player in the movie-making business with hundreds, if not thousands, of movies being filmed here. Think the “Pursuit of Happyness” with Will Smith and “Dirty Harry” with Clint Eastwood.
But, one of my all-time favorite places to visit in San Francisco is the ‘Mrs Doubtfire House’. I’m a huge fan of the 1993 movie and the late Robin Williams, who plays Mrs Doubtfire in the movie. The house is located at 2640 Steiner Street, near Pacific Heights.
The Mrs Doubtfire House looks a little different from the movie, which is what you’d expect after almost 30 years. But it’s still a must-see for any movie fan.
It is worth noting that the interior scenes weren’t filmed in the house, as it was considered too small. So, the interior scenes were shot in a movie studio. When Robin Williams died in 2014, the house became a memorial of sorts for fans, with hundreds of flowers, letters, and cards being left on the doorstep after his death.
8. Montana (Yellowstone)
This hit TV series is mostly shot in the stunning landscapes of Montana and Utah. The creators really knew how to use the gorgeous scenery of these areas to bring the Dutton family’s huge ranch to life.
The main filming location for the series is the Chief Joseph Ranch in Darby, Montana, which doubles as the iconic Dutton Ranch. This historic lodge and working ranch is the perfect backdrop with its rolling hills and wide-open pastures. Besides Montana, several scenes are filmed in Utah, making the most of the state’s varied landscapes, like the beautiful views in Spanish Fork, Ogden, and Park City.
9. Cinque Terre, Italy (Luca)
Cinque Terre, a string of centuries-old seaside villages on the rugged Italian Riviera coastline, provided a stunning backdrop for the animated Disney movie “Luca”. Even though it’s a cartoon, it’s still worth mentioning on this list. Mainly because it’s one of my favorite places in the whole world (and where I got married!)
The Cinque Terre’s picturesque setting, with its colorful cliffside houses, crystal-clear waters, and charming harbors, perfectly captured the spirit of the film’s story of friendship, adventure, and self-discovery.
The filmmakers drew inspiration from the region’s vibrant culture and natural beauty, infusing the film with a sense of warmth and nostalgia.
10. Angkor Wat, Cambodia (Lara Croft: Tomb Raider)
Angkor Wat, a UNESCO World Heritage Site in Cambodia, is one of the largest and most significant religious monuments in the world. The temple gained additional fame when it served as a filming location for the 2001 movie “Lara Croft: Tomb Raider,” starring Angelina Jolie. This exposure introduced Angkor Wat to a global audience, sparking increased interest in Cambodia’s rich cultural heritage.
The movie’s scenes, shot against the backdrop of Angkor Wat’s majestic ruins (mainly the Ta Prohm temple), beautifully highlight the temple’s mysterious and timeless allure.
11. Tuscany (Under the Tuscan Sun)
The classic movie “Under the Tuscan Sun” made many of us think about the possibility of doing up a dilapidated Italian villa
The movie’s primary location is the quaint and picturesque town of Cortona, nestled in the Tuscan hills. And the iconic villa Bramasole, where much of the story unfolds, is situated just outside Cortona, and although the villa in the film is a stand-in, it captures the rustic charm of traditional Tuscan homes.
Other notable locations include the vibrant city of Florence, with its Renaissance art and architecture, and the stunning coastal town of Positano on the Amalfi Coast.
12. Bangkok (The Hangover 2)
This hilarious movie was shot at some pretty famous spots around Bangkok. “The Hangover 2” features the busy streets of Chinatown, with a focus on the streets near Soi Plaeng Nam and Soy Cowboy, this is where the characters wake up lost and go search for Teddy.
One of the standout locations is the swanky Lebua at State Tower, where you’ll find the iconic Sky Bar on the 63rd floor. With stunning panoramic views of Bangkok in the background. This is where some of the film’s key scenes happen, including the iconic photo.
The Chao Phraya River also gets some screen time.
13. Hong Kong (Transformers: Age of Extinction)
The cosmopolitan city of Hong Kong served as a major filming location for Transformers: Age of Extinction, particularly the epic battle scenes featuring Optimus Prime and Lockdown.
One of the most famous (and my favorite spot in Hong Kong) is the Monster Building (or Yick Cheong Building) in Quarry Bay, which was featured heavily in the movie. This densely packed apartment block is one of the most photographed spots in the city.
Scenes also took place around financial buildings and temples in the city, showcasing Hong Kong’s unique cityscape.
14. Ubud, Bali (Eat, Pray, Love)
In the movie “Eat Pray Love,” Ubud, Bali serves as a stunning backdrop for the main character’s (Julia Roberts) journey of self-discovery and spiritual awakening. The movie captures the lush landscapes, serene rice paddies, and vibrant culture of Ubud perfectly.
Key filming locations include the bustling Ubud Market, where Julia Roberts (aka Elizabeth Gilbert), immerses herself in the local culture, and the beautiful Tegalalang Rice Terraces, which provide a breathtaking setting for scenes of reflection and growth. Additionally, the film features the traditional Balinese homes and spiritual venues, such as the Ketut Liyer House, where Elizabeth seeks guidance from a local medicine man.
15. United Kingdom (Harry Potter)
The wizarding (and witching) world of Harry Potter was brought to life through a variety of filming locations across the United Kingdom.
For example, Alnwick Castle in Northumberland served as the exterior of Hogwarts for the first two films. And Gloucester Cathedral, with its intricate cloisters doubling as the corridors of the iconic school of witchcraft and wizardry provided the backdrop for several Hogwarts interior scenes.
Platform 9¾, where students catch the Hogwarts Express, was filmed at King’s Cross Station in London. There’s now a dedicated photo opp for fans here (see photo above). The beautiful Christ Church College in Oxford inspired the design of the Great Hall, while the striking Glenfinnan Viaduct in Scotland is famously featured as the train to Hogwarts.
Plus, if you’re even a little bit of a Harry Potter fan, visiting the Warner Bros. Studio Tour London – The Making of Harry Potter – will probably feel like a pilgrimage. For me, it did! We did this best-selling tour to Harry Potter Studios from London is likely going to be a winner for you. It includes admission to the studios, round-trip transfers, and has multiple departure times throughout the day – making it a very flexible option. It costs £95 per person.
Thanks for Reading!
As you can see, I’m a huge fan of visiting places I’ve seen on TV. These spots captured my imagination before I even set foot in the place, and none of them have disappointed. So I gotta say I’m a big advocate for set jetting or screen tourism.
Tell me, is there anywhere I’ve missed off this list? I’d love to hear your suggestions in the comment section below.
Last Updated on December 13, 2025 by snaphappytravel