Exploring the Impact of Set-Jetting Tourism on Popular TV and Film Locations and How Destinations Worldwide Are Managing Overcrowding and Sustainability

Published on September 21, 2025

Set-jetting, the trend where travelers visit destinations featured in popular TV shows or films, is rapidly gaining traction. A perfect storm of binge-watching during the pandemic, the lifting of travel restrictions, and the allure of picturesque locations has propelled this phenomenon to new heights. While this trend brings tourists flocking to stunning locations, it has also begun to reveal the darker side of tourism, with some destinations facing overcrowding, environmental damage, and a strain on local resources.

What is Set-Jetting and Why is It on the Rise?

Set-jetting refers to the act of traveling to destinations seen in movies or TV shows, with the desire to experience the locations firsthand. This trend has gained momentum, especially in the last few years, as streaming services like Netflix, HBO, and Amazon Prime have made it easier for people to watch series and films that showcase iconic settings from around the globe. During the COVID-19 pandemic, when travel was restricted, many turned to binge-watching shows and films. This ignited a powerful desire to visit the real-life filming locations once travel was feasible again.

For many travelers, set-jetting provides an opportunity to connect with the storylines and characters they’ve become attached to. Visiting these locations allows fans to immerse themselves in the world of their favorite shows and feel as though they are part of the narrative.

In 2023, travel search engine Expedia found that streamed movies and TV shows were the top sources of travel inspiration, with 44% of travelers citing them as their reason for visiting a location. In the UK, nearly half of travelers surveyed said they would consider visiting a destination after seeing it on screen. It’s no surprise that as more films and TV shows gain global popularity, more tourists are eager to visit filming locations, sometimes to the point of overtourism.

Set-Jetting Tourism’s Effects on Popular Destinations

While set-jetting can be exciting for travelers, it often leads to a surge of visitors to relatively small or unprepared destinations. This sudden increase in tourism can overwhelm local infrastructure, especially in locations that weren’t previously expecting a high number of visitors. This issue has been particularly evident in places like Hallstatt, Austria, and Dubrovnik, Croatia, where the influx of set-jetters has strained resources and changed the character of the destinations.

Hallstatt: A Picture-Perfect Village Overrun by Tourists

Hallstatt, a small lakeside village in the Austrian Alps, is an iconic UNESCO World Heritage site known for its charming Alpine houses and stunning views. This picturesque location is thought to have inspired the setting for Disney’s Frozen, bringing thousands of tourists every year. At its peak, Hallstatt receives an estimated 10,000 visitors per day, despite a population of only around 800 residents. The volume of visitors became so overwhelming that in 2023, the village briefly erected a fence to block the famous view in an attempt to manage the crowds.

The town has struggled to keep up with the overwhelming number of tourists, as the infrastructure simply wasn’t built to accommodate such a large influx of visitors. While the town was well-known before Frozen for its natural beauty, the film’s success pushed Hallstatt into the global spotlight, turning it into a prime example of how set-jetting can strain small communities.

Dubrovnik: Overtourism from Game of Thrones

Similarly, Dubrovnik, Croatia, has experienced a massive influx of tourists due to its role as a filming location for Game of Thrones. The medieval city, known for its iconic city walls, became even more famous after being featured in the popular TV series. In 2019, Dubrovnik saw nearly 1.5 million visitors, far surpassing its population of 41,000 residents. The excessive number of tourists has led to traffic jams, infrastructure damage, and increased living costs, pushing out local residents who can no longer afford to live in the city.

The impact of set-jetting tourism on Dubrovnik’s quality of life has sparked debates on the sustainability of tourism in historical cities. While tourism is a significant contributor to the local economy, it has also caused visible harm to the environment and disrupted daily life for the residents.

The Environmental Impact of Set-Jetting

The environmental consequences of set-jetting tourism can be severe, especially in destinations with fragile ecosystems. Maya Bay in Thailand, famous for its appearance in The Beach starring Leonardo DiCaprio, is a prime example of how set-jetting can lead to environmental degradation. The pristine beach, once a popular spot for swimmers and sunbathers, was swarmed by tourists after the film’s release. The constant flow of speedboats caused damage to the coral reefs, leading authorities to close the bay for nearly four years to allow for recovery. When it reopened in 2022, the area was subject to strict visitor caps and a swimming ban to preserve the environment.

This type of environmental damage, driven by unsustainable tourism, is becoming more common as popular filming locations gain recognition. Tourists often fail to realize the long-term impact of their visits, leading to irreversible changes to ecosystems.

The Dark Side of Set-Jetting: Overtourism and Local Backlash

Overtourism is a major concern for many locations that become popular through set-jetting. The rise of mass tourism, particularly in small or historically significant places, has led to tension between residents and visitors. In cities like Paris, the rise in tourism has sparked a backlash from local residents, particularly in neighborhoods like Montmartre, which now suffers from what some call “Disneyfication.” Once known for its bohemian charm, Montmartre has become overrun with tourists, creating congestion and driving up prices for locals.

Similarly, the French Riviera, known for its glamorous reputation and luxury resorts, has struggled with the influx of tourists brought on by films and TV shows set in the area. To address this, the city of Cannes has implemented strict regulations on cruise ships, limiting the number of large vessels that can dock in the harbor and capping the daily number of passengers allowed. The move is part of an effort to combat the negative effects of overtourism, preserving both the environment and the local way of life.

K-Dramas and Their Effect on European Destinations

Korean dramas, or K-dramas, have added a new layer to the set-jetting phenomenon. The global popularity of K-dramas has sparked travel trends to locations featured in popular shows. For example, Switzerland has seen a significant increase in visitors from Asia to places like Grindelwald, Interlaken, and Iseltwald, which were featured in the drama Crash Landing on You. Fans of the show flock to these destinations to experience the stunning Swiss Alps seen on screen.

Similarly, K-drama hits like Queen of Tears have led to increased tourism in Berlin and Potsdam, Germany. The locations featured in the show, particularly those associated with the lead characters’ honeymoon, have inspired fans to book trips to follow in the footsteps of their favorite couple.

Set-Jetting and Sustainable Tourism

As set-jetting continues to shape the way people choose their travel destinations, there is a growing need for sustainable tourism practices. Popular filming locations that attract millions of visitors each year must find ways to balance tourism with conservation efforts. Destinations need to focus on creating infrastructure that can handle increased visitor numbers without compromising the environment or the local community’s way of life.

In response to the challenges brought on by set-jetting tourism, many destinations are exploring tourism management strategies, including limiting daily visitor numbers, promoting off-season tourism, and encouraging tourists to engage in responsible travel practices. For example, the city of Cannes is taking action by regulating cruise ship arrivals, while Hallstatt has introduced limits on the number of buses and cars allowed to enter the village. These strategies are essential for protecting the long-term viability of these iconic destinations.

Conclusion: The Future of Set-Jetting Tourism

The allure of visiting destinations featured in movies and TV shows shows no signs of fading. As streaming platforms continue to produce content that showcases beautiful locations, set-jetting will likely remain a major travel trend. However, it is crucial for both travelers and local authorities to recognize the potential downsides of this phenomenon, particularly in the form of overtourism and environmental degradation.

To ensure the longevity and sustainability of set-jetting tourism, a more responsible approach must be adopted. By managing visitor numbers, promoting responsible travel, and investing in infrastructure, destinations can continue to thrive while protecting the environment and the wellbeing of their residents.