Film and television are reshaping tourism, with a growing number of travelers choosing destinations based on what they see on screen. According to Expedia's 2025 trend report, two-thirds of travelers say movies and TV shows have influenced their trips, a phenomenon known as set jetting.
The 'White Lotus effect' has boosted interest in filming locations such as Hawaii, Sicily, and Thailand. Other long-standing examples include Western movies driving tourism to dude ranches like White Stallion Ranch in Arizona, and the film 'City Slickers' revitalizing interest in cattle drive vacations in the early 1990s.
Destinations are also investing in attracting film crews. Georgia, for instance, has hosted productions like 'Forrest Gump' and 'Stranger Things,' leading to tourism growth. Downtown Senoia, Georgia, grew from six storefronts to 150 after serving as the filming location for 'The Walking Dead.'
For travelers, this trend means more opportunities to visit iconic on-screen locations, with some destinations offering unique experiences tied to popular shows and movies. However, the impact varies, and not every featured city becomes a tourist boom town.
