Set-jetting: screen hits are shaping where people travel

'Set-jetting', travelling to places seen in films and TV shows, is going mainstream. Expedia's Unpack '26 data from 24,000 travellers in 18 countries shows 53% say what they watch influences travel plans, rising to 81% among Gen Z and Millennials. Shows like Game of Thrones, Breaking Bad, Emily in Paris and The White Lotus have boosted filming locations.