Set-Jetting Surges as Travelers Turn Movie and TV Locations Into Bucket-List Trips
Travelers are increasingly turning film and television settings into their primary vacation destinations, a cultural shift documented in a new book by journalist and former movie publicist Cathy Whitlock titled On Location: Cinematic Journeys to the World’s Most Iconic Film Locales, released on October 6, 2026, USA Today reported. Data from Expedia’s Unpack ‘26 report, released in October 2025, shows that 53% of travelers reported an increased desire for set-jetting trips within the previous year, while 81% of Millennial and Gen Z travelers stated they plan trips inspired by what they watch on screen.
From Nashville Theaters to Global Cinematic Landmarks
Whitlock developed her lifelong passion for cinema and travel while growing up in Nashville, where she spent weekends at a local theater watching films like The Sound of Music and Alfred Hitchcock’s To Catch a Thief before she had ever traveled outside the state. “Locations are all about the character of a place, and I think when we go to movies, we get kind of emotionally attached to the settings – at least I do, anyway,” Whitlock told USA Today. Her 256-page book contains over 200 photographs and combines behind-the-scenes history with travel guides for destinations featured across decades of film and television.
Featured titles in the publication range from classic Hollywood productions to modern streaming hits. Whitlock examines the 1953 film Roman Holiday starring Audrey Hepburn and Gregory Peck, highlighting production challenges with narrow alleys and crowds, alongside a preserved on-set prank where Peck pretended to lose his hand to the decorative facial mask at the Mouth of Truth. The book also details the London neighborhoods of Westbourne Grove and Portobello Road Market featured in the 1999 romantic comedy Notting Hill, and explores the aesthetic of Sofia Coppola’s 2006 film Marie Antoinette, offering travelers details on visiting Versailles and staying at the Airelles Château de Versailles, Le Grand Contrôle hotel. Other highlighted titles include Under the Tuscan Sun, Crazy Rich Asians, Bridgerton, Frida, and When Harry Met Sally….
“This book is not only a history of film locations but a love letter to the way cinema and television make us feel – and to the real places that keep those feelings alive,” Whitlock writes in the text.
Reporting on the release notes that while contemporary travelers frequently flock to Dubrovnik, Croatia, for Game of Thrones and Thailand for The White Lotus, the trend spans generations of media consumption. Melanie Fish, Vice President of Global Public Relations at Expedia Group, noted in an email statement that set-jetting has evolved since Expedia first identified the trend in 2022.
“It has evolved from a niche curiosity into a mainstream way people discover destinations,” Fish said. “Travelers are spending more time with stories and characters they love thanks to on-demand streaming, then carrying that connection into the real world through social conversation, fan communities and trip planning. Set-Jetting also gives people a ready-made emotional reason to travel. They aren’t just visiting a place; they’re stepping into a story that already means something to them.”
Practical Guidance for Planning Entertainment-Inspired Travel
When planning a set-jetting itinerary, Fish recommends that travelers first identify specific elements of a film or television show they wish to recreate. Travelers should verify whether a scene was actually filmed on location or merely set there, as that distinction alters travel plans. Fish also advises visitors to look beyond famous backdrops to support local businesses and experience the broader destination.
Because media releases often trigger sudden surges in tourism to specific shooting locations, travelers are advised to book accommodations well in advance and research operating hours or reservation requirements for popular sites. Whitlock stated that her primary goal for the book is to inspire travelers to appreciate global exploration and expand their horizons.
Frequently Asked Questions
When was Cathy Whitlock’s book On Location published?
The book was released on October 6, 2026, according to USA Today.
What percentage of Gen Z and Millennial travelers plan trips based on media?
According to Expedia’s Unpack ‘26 report released in October 2025, 81% of Millennial and Gen Z travelers plan trips inspired by what they have watched.
Which hotel does the book recommend for travelers visiting Marie Antoinette’s filming locations?
The book details how travelers can explore Versailles and stay at the Airelles Château de Versailles, Le Grand Contrôle hotel.
When did Expedia first identify the set-jetting trend?
Expedia first identified the set-jetting trend in 2022, according to Melanie Fish, Vice President of Global Public Relations at Expedia Group.