The global phenomenon of 'set-jetting' – planning holidays around the locations of beloved films and TV shows – is transforming the travel industry. New research forecasts this lucrative niche could be worth a staggering £100 billion by 2035.
Global Rankings and the UK's Rising Star
A fresh study from travel insurance comparison site InsureMyTrip has ranked the world's best countries for cinematic tourism, assessing factors like filming volume, cultural impact, affordability, and safety. As expected, the United States leads the pack, boasting 2,763 listed filming locations from Atlanta's Stranger Things sets to New York's The Wolf of Wall Street scenes.
However, the United Kingdom is now a formidable contender, closely chasing America in attracting set-jetting tourists. Iconic sites from The Crown, Fleabag, and the Harry Potter franchise are major draws. The sector is increasingly vital to the UK economy, contributing an estimated £892 million annually.
Local Impact: From Richmond's Boom to Overtourism Fears
The influence of specific shows is profound. Since the Apple TV+ hit Ted Lasso first aired in 2020, visitor numbers to Richmond in south-west London have soared by 160 per cent. The town's Paved Court is now a pilgrimage site, home to a two-storey merchandise store selling replica AFC Richmond shirts and themed shortbread.
Similarly, the town of Jackson in Georgia, which stood in for Hawkins in Stranger Things, has seen a 12 per cent rise in visitors since the show's 2016 debut. Searches for Iceland's Haifoss waterfall, featured in the series, skyrocketed by 5,000 per cent in one month.
Yet this boom has a flipside. Concerns about overtourism are mounting in some areas. Residents near Scotland's Glenfinnan Viaduct, famous from Harry Potter and the Chamber of Secrets, are reportedly overwhelmed by the half a million visitors the bridge now attracts each year.
A Lasting Trend with Global Reach
Sara Boisvert, Marketing Director at InsureMyTrip, noted: 'Set-jetting is changing the way people choose their vacations. We created this study to help travellers explore these destinations more confidently.'
The research also highlighted other top countries for film tourism, including Canada, Germany, Spain, Japan, and New Zealand. With a fourth season of Ted Lasso now filming and the enduring appeal of franchises like Harry Potter, the set-jetting trend shows no signs of slowing, reshaping travel itineraries and local economies worldwide.
