The Last Word with Matt Cooper The Last Word On Travel: Set Jetting
Nov 10, 2025
Sarah Slattery, a travel expert from thetravelexpert.ie, dives into the fascinating trend of set-jetting, where travelers flock to destinations featured in movies and TV shows. She highlights the impact of screen tourism on locations like Skellig Michael and luxury spots in Thailand. Sarah also discusses how shows like The White Lotus influence local economies with price spikes in tourism. Offering practical tips, she navigates accessibility to popular destinations, making it easier for fans to follow in their favorite characters' footsteps.
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Screen Tourism Is Surging
- Set-jetting (screen tourism) is rapidly growing, driven by Instagram and TV influence on travel choices.
- Expedia reports 81% of Gen Z and millennials plan trips based on what they see on screens.
Tourism Boards Monetize Film Buzz
- Tourism boards now create targeted campaigns tied to productions to drive visits and global attention.
- Tourism Ireland spent €200,000 and reached millions, showing high ROI for screen-linked marketing.
Screen Shows Shift Destination Demand
- Screen-driven tourism often highlights lesser-known regions and reshapes destination demand.
- Examples include Yellowstone boosting interest in Wyoming and Game of Thrones tours in multiple countries.