Croatia, Sicily, and More: Set-Jetting Drives Tourism but Raises Concerns Over Overtourism and Environmental Damage

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Set-jetting refers to the growing trend where travelers choose destinations based on their appearance in films or TV shows. As streaming platforms become more popular, viewers are increasingly inspired to visit locations seen on-screen. This form of travel has experienced a significant rise in popularity, with movies and TV series now acting as major sources of inspiration for travelers.

The Power of Film and TV in Shaping Travel Choices

According to a 2023 study by Expedia, nearly 44% of people cited movies and TV shows as their top sources of travel inspiration, surpassing even social media at 15%. In the UK, 46% of respondents admitted to considering a destination after seeing it in a film or TV show. Moreover, 36% of these individuals had already made bookings to visit such locations.

Tourism Boom in Taormina, Sicily

One prominent example of set-jetting’s influence is the hilltop town of Taormina in Sicily. Known for its charm, Taormina has seen a tourism boom thanks to its starring role in the second season of The White Lotus. The series, produced by HBO, showcased the luxurious Four Seasons San Domenico Palace, which has now become a must-see destination for fans of the show. As a result, Taormina has seen a surge in tourists eager to experience the grandeur of the hotel and its surrounding beauty.

Historical Sites Gaining Popularity from TV Shows

Another success story is Bridgerton, the period drama that has heightened interest in England’s historic sites. A prime example is Hampton Court Palace, located in Richmond, London. The palace, once home to King Henry VIII, boasts a mix of Tudor and Baroque architecture, along with sprawling gardens. Visitors to this iconic location now experience the world of the Regency era first-hand, thanks to its appearance in the show.

Set-Jetting in Romania: Wednesday Leads to Increased Interest

In Romania, the popularity of Wednesday, the supernatural comedy, has caused a noticeable increase in tourism. The series filmed key scenes at the Buftea studios, located just outside Bucharest. Fans of the show are now flocking to the area, eager to see where their favorite scenes were shot. The rise in tourism to Romania is an excellent example of how even a small-scale production can lead to a significant boost in local tourism.

Challenges: Overtourism in Popular Destinations

While set-jetting has its benefits, it also poses challenges for destinations. The influx of tourists can put considerable strain on local infrastructure and resources, leading to overcrowding and environmental damage. Hallstatt, a UNESCO World Heritage Site in Austria, is a prime example. After the success of Disney’s Frozen, which also featured the town, the number of tourists skyrocketed. As a result, Hallstatt introduced strict visitor limits, including restrictions on the number of buses and cars allowed to enter daily.

The Strain on Dubrovnik: Game of Thrones and Overtourism

Similarly, Dubrovnik, Croatia, has struggled with the pressures of set-jetting. The city, which served as a filming location for Game of Thrones, has seen a steady increase in tourist numbers. While the city is much larger than Hallstatt, the influx of visitors has made it one of the most overtouristed destinations in Europe. The tourism surge has led to concerns over the preservation of the city’s historic sites, which are under threat from the high volume of foot traffic.

Maya Bay: The Environmental Impact of Set-Jetting

Set-jetting can also have severe environmental consequences. One example is Maya Bay in Thailand, made famous by Leonardo DiCaprio’s film The Beach. The pristine bay was once a tranquil paradise, but the sudden arrival of thousands of tourists caused significant damage to its coral reefs. The damage was so extensive that the Thai government closed the bay to visitors for nearly four years to allow the environment to recover. While the bay reopened in 2022, it now has a cap on visitor numbers, and swimming is prohibited to protect the ecosystem.

Balancing Tourism and Conservation

As set-jetting continues to grow, destinations must find ways to balance tourism and conservation. While the economic benefits are undeniable, managing overcrowding and protecting fragile environments are key to ensuring that these locations remain sustainable for future generations. Many popular filming locations are now implementing measures to limit the number of visitors and reduce their environmental impact. In some cases, tourists are being encouraged to visit lesser-known sites, spreading out the influx of visitors more evenly across regions.

Looking Ahead: The Future of Set-Jetting

The rise of streaming platforms and the growing popularity of immersive, location-based experiences mean that set-jetting is here to stay. However, as more travelers seek out these iconic filming locations, both tourism boards and local governments must ensure that appropriate measures are in place to protect these destinations. Set-jetting’s potential for economic growth is clear, but it is essential that its environmental and social impacts are carefully managed.