Mastering 'Set-Jetting': Visiting the Real Locations of 2026's Biggest Shows

Introduction: From Screen to Scene

Set-jetting—traveling to film and TV show locations—has exploded into a $100 billion sector of global tourism. In 2026, entire destinations are being shaped by their appearance on screen. When House of the Dragon's Dragonstone scenes were filmed in Spain, tourist traffic increased 623% within six months.

The trend is driven by streaming's global reach: a single Netflix series can be watched by 100 million households within a week, creating instant demand for the filming locations featured. Social media amplifies this effect, with travelers sharing side-by-side comparisons of screen moments and real locations.

Industry Impact:

• 40% of millennials choose destinations based on films/TV they've watched
• Set-jetting travelers spend 32% more than average tourists
• 78% of destinations now actively court film productions for tourism benefits

Section 1: White Lotus Effect - Thailand & Italy

The White Lotus Season 1 - Four Seasons Maui

Impact: Bookings increased 425% post-premiere

The Hawaiian resort became synonymous with chaotic luxury after the HBO series. The resort now offers "White Lotus experiences" including the sunset sailing scene and spa treatments featured in the show.

How to Visit:

• Resort Stay: $1,200-3,000/night (book 9-12 months ahead)
• Day Pass: $300 includes beach access and lunch
• Filming Locations: The infinity pool, Wailea Beach, and the hotel lobby

Pro Tip: Visit during shoulder season (April-May, September-October) for 40% lower rates and fewer crowds.

The White Lotus Season 2 - Sicily

Impact: Sicily tourism increased 237% in 2023

Taormina's San Domenico Palace became the most booked luxury hotel in Italy. The show showcased Sicilian baroque architecture, volcanic beaches, and regional cuisine, positioning Sicily as an alternative to overtouristed Amalfi.

Must-See Locations:

• San Domenico Palace: The resort itself ($800-2,500/night)
• Isola Bella: The heart-shaped island featured in beach scenes
• Noto: Baroque cathedral town where characters dined
• Mount Etna: Visible throughout the series, worth a guided tour

Section 2: Game of Thrones Legacy - The Timeless Pilgrimage

Despite ending in 2019, Game of Thrones remains the most powerful set-jetting driver ever created. The show's locations have become permanent tourist circuits generating $1.2 billion annually.

Dubrovnik, Croatia - King's Landing

Yearly GOT Tourists: 1.2 million Economic Impact: $400 million

Dubrovnik's Old Town became synonymous with King's Landing. The city now offers official GOT walking tours, but the massive influx has led to strict tourist caps: only 4,000 visitors allowed in Old Town at once.

Key Locations:

• Walls of Dubrovnik: Where Cersei's walk of shame was filmed
• Fort Lovrijenac: Red Keep exterior
• Jesuit Staircase: The steps of the Great Sept

Best Strategy: Visit October-November for fewer crowds and dramatic lighting that matches the show's aesthetic. Book walking tours 4-6 weeks ahead.

Northern Ireland - The North Beyond the Wall

Yearly GOT Tourists: 350,000

The Dark Hedges, Tollymore Forest, and Ballintoy Harbour created the haunting northern landscapes. Northern Ireland tourism increased 387% during the show's run and sustains high levels through "Studios Tour" (the official GOT exhibition).

Game of Thrones Studios Tour: $45 entry

• Highlights: Original sets, props, costumes, interactive experiences
• Duration: 3-4 hours
• Booking: Reserve 2-3 weeks ahead in peak season

Section 3: Emerging Set-Jetting Destinations 2026

Wednesday (Netflix) - Romania

Jericho = Bucharest Old Town + Brașov

The Gothic aesthetic of Wednesday's Nevermore Academy has driven 290% increase in Romania tourism. The show filmed across multiple locations, creating a Wednesday trail.

Filming Locations:

• Cantacuzino Castle: Nevermore Academy exterior
• Bucharest Botanical Garden: The school grounds
• Old Town Bucharest: Jericho town scenes

Package Tours: $800 for 3-day Wednesday-themed tour including all locations, gothic dining experiences, and accommodation in "haunted" hotels.

The Last of Us (HBO) - Canada

Post-Apocalyptic Beauty

Alberta's abandoned spaces became post-pandemic America. The show highlighted Canada's raw natural beauty and ghost-town aesthetics.

Filming Locations:

• Calgary Downtown: Quarantine zone scenes
• Canmore: Mountain survival scenes
• High River: Small-town America locations

Experience: "Last of Us Survival Tours" ($150) include filming locations, survival skills workshops, and discussions with location scouts.

The Bear (FX) - Chicago

The Beef = Mr. Beef on Orleans

The chaotic kitchen drama put Chicago's culinary scene in the spotlight. Mr. Beef, the real restaurant that inspired the show, now has 2-hour wait times daily.

Culinary Set-Jetting:

• Mr. Beef: The actual restaurant (cash only, arrive before 11am)
• Kasama: Filipino restaurant featured prominently
• The Bear Tour: $125 includes tastings at 5 restaurants featured in the show

Section 4: How to Set-Jet Responsibly

Respect Local Communities: Set-jetting can overwhelm small communities. Dubrovnik now limits cruise ship arrivals, and Iceland restricted access to several GOT locations due to environmental damage.

Responsible Practices:

• Visit during off-peak seasons
• Support local businesses beyond just photo spots
• Follow photography restrictions (many sites now ban drones)
• Stay on designated paths to prevent erosion
• Book through local guides rather than international tour companies

Overtourism Alerts 2026:

• Dubrovnik (Game of Thrones)
• Maui (White Lotus S1)
• New Zealand (Lord of the Rings) - some locations now require permits

Section 5: Planning Your Set-Jet Trip

Research Phase:

• Use Atlas of Wonders and Movie-Locations.com for exact coordinates
• Check if filming locations are private property (many require permissions)
• Instagram geotagging helps find photo angles

Booking Considerations:

• Iconic properties book 12-18 months ahead
• Day passes to resort filming locations often available
• Walking tours offer behind-the-scenes production stories

Photography Ethics:

• Many residents of filming locations are exhausted by tourists
• Ask permission before photographing locals
• Don't trespass for "the perfect shot"

Conclusion: The Screen as Travel Guide

Set-jetting represents the evolution of travel motivation—we're drawn to stories and the places that brought them to life. But with great power comes great responsibility: our tourism should support, not overwhelm, the communities that welcomed film productions.

2026 Predictions:

• Virtual reality "set experiences" will emerge for inaccessible locations
• More destinations will create permanent film studios as tourism attractions
• Streaming services will partner with tourism boards pre-release for mutual benefit

The best set-jetting experiences honor both the story and the place. You're not just visiting a location—you're connecting with the narratives that shaped how we see the world.

Budget Allocation:

• Research & Tours: 15%
• Accommodation: 40%
• Experiences: 30%
• Dining: 15%

Remember: the show is fiction, but the impact on real communities is very real. Travel thoughtfully.