Expedia’s latest Set-Jetting Forecast confirms that the influence of television series and movies on travel demand is no longer a niche phenomenon but a mainstream force influencing tourism.
First identified by Expedia in 2022, the trend — where travelers choose destinations inspired by screen productions — is now projected to become a US$8 billion industry in the United States alone.
The online travel company reports that more than half of travelers worldwide say their interest in Set-Jetting has increased, while among Gen Z and Millennials, the phenomenon has become even more pronounced. According to Expedia research, 81% of travelers aged 18 to 44 now plan trips inspired by television shows or films they have watched.
The growing influence of entertainment on travel decisions is already visible across several destinations. Expedia highlighted Yorkshire in the UK as one of the strongest examples after the release of “Wuthering Heights.” Accommodation searches for the region jumped 60% during the six weeks following the adaptation’s release, while summer searches remain 35% higher year-over-year.
Canada also emerged as a surprise breakout destination thanks to the series “Heated Rivalry.” Muskoka recorded a remarkable 110% increase in accommodation searches, while interest also climbed significantly for other featured cities including Boston (+85%), Montreal (+65%), and Toronto (+55%).
Another destination benefiting from screen exposure is Rome. The Italian capital saw accommodation searches increase by 35% after season 5 of “Emily in Paris” expanded its storyline into the Eternal City, further demonstrating how streaming platforms are influencing international travel patterns.
Expedia believes the trend will intensify during summer 2026 as a new wave of films and television productions reaches audiences worldwide. The company’s latest Set-Jetting Summer Forecast identifies several destinations expected to gain momentum as travelers seek to recreate cinematic experiences in real life.
Among the destinations forecast to benefit this year is Rhode Island, inspired by “The Real Housewives of Rhode Island.” Devon in southwest England is also expected to attract fans of the new adaptation of “Sense and Sensibility,” while Italy’s Dolomites could see renewed international attention following the release of “Cliffhanger.”
In the United States, Williamsburg, Virginia is emerging as a potential hotspot linked to the historical drama “Young Washington,” while Nantucket is likely to attract affluent leisure travelers inspired by “The Five-Star Weekend.”
The Set-Jetting phenomenon reflects broader changes in consumer behavior within the travel sector. Travelers increasingly seek emotionally driven experiences connected to storytelling, nostalgia, and popular culture. Rather than simply choosing destinations for climate or price, many consumers now want to visit places they feel emotionally attached to through entertainment content.
Expedia’s findings are based on a global study conducted with market research company OnePoll among 24,000 adults across 18 countries who intend to travel domestically or internationally within the next three years.
The company estimates the potential economic impact by combining survey data showing that 13% of U.S. travelers have booked trips after seeing destinations on screen with average trip spending between $1,000 and $2,000.
For destinations and tourism boards, the trend offers new opportunities to capitalize on entertainment-driven exposure, particularly as streaming platforms continue to expand their global reach.
