Set-jetting brings cinema to life as travelers turn famous filming locations into their next five-star getaway. With more and more people turning to set-jetting, destinations once known only on screen now drive real-world tourism. Luxury hotels and tour operators are responding fast, creating experiences that let fans walk through the worlds they’ve only watched before.
To see the stories come alive firsthand, travelers head to places like Scotland, Norfolk and Northern Ireland, where castles, flower fields and coastlines have become cinematic landmarks. Even creative studios in New Zealand open their doors to visitors eager to step inside the world of movie-making.
The rise of cinematic travel
Set-jetting isn’t new, but as more people search for off-the-beaten-path destinations that resonate on a deeper level, some tourists are looking to experience the real places behind their favorite movies. Travelers now go beyond sightseeing to explore the settings that brought iconic scenes to life. About 53% of travelers report that their interest in set-jetting, or visiting locations featured in movies and TV shows, has increased over the past year. The movement is expanding rapidly and could become an $8 billion industry in the United States alone.
Luxury travelers are driving much of this growth. They’re combining cinematic itineraries with boutique stays, private guides and curated experiences at filming sites. Local economies benefit from the surge in visitors, with tourism boards and film studios forming partnerships to promote locations that appear on screen. What began as fan-inspired travel has evolved into a sophisticated segment of luxury tourism that connects storytelling with real-world adventure.
Explore Frankenstein’s path in Scotland
Scotland continues to draw visitors with its stunning scenery and rich architectural heritage. Filmed across Edinburgh, Glasgow and Aberdeenshire, “Frankenstein,” starring Oscar Isaac and Jacob Elordi, arrives on Netflix on Nov. 7 after spending time in theaters. In the heart of Edinburgh, the Royal Mile became a stand-in for 1850s Europe, attracting visitors curious to see the film’s setting in person.
Travelers can book stays that capture the same gothic atmosphere seen on screen. The Witchery by the Castle offers lavish suites draped in old-world opulence just steps from the filming locations. Nearby, Prestonfield House near Arthur’s Seat combines city access with the calm of a country retreat, giving guests an experience that balances luxury with a touch of history.
For a setting that recreates the film’s dramatic landscapes, Glenapp Castle on the Ayrshire Coast delivers rural grandeur at its finest. The property’s sweeping views and refined interiors convey the same sense of isolation and majesty that defines the cinematic world of “Frankenstein.”
Step into the floral world of ‘Wicked’
Britain’s countryside takes on a storybook look in “Wicked: For Good,” arriving in theaters on Nov. 21, 2025. The production team turned Norfolk’s Belmont Nurseries into a real-life fairytale, where endless rows of tulips formed the backdrop for the film’s opening scenes. To create the sweeping floral effect, the nursery worked with the production designer to plant more than nine million tulips, with special effects later seamlessly blending their mismatched blooming periods on screen.
Each spring, the same tulip fields open briefly for ticketed walks and photography sessions, drawing visitors from across the country. The bright geometric rows of color stretch across the landscape, creating a vivid scene that captures the film’s enchanted world. Norfolk’s tulip trails have since become a must-see stop for travelers tracing the magical locations that inspired one of Britain’s most striking film moments.
Set-jetting along the Causeway Coast
Northern Ireland’s rugged coastline takes on new life in the live-action remake of “How to Train Your Dragon,” which hit the U.S. theaters in June 2025. Scenes set in the mythical Isle of Berk took shape across the country, where dramatic cliffs and ancient ruins merged with cinematic imagination. Filming locations include Tollymore Forest Park, the Giant’s Causeway and Dunseverick Castle, all reachable on a day trip of Belfast and offering striking views that evoke the film’s sweeping fantasy world.
The landscapes feature a rare mix of basalt columns and cliff-top fortresses that feel lifted straight from the screen. Visitors can drive or walk portions of the Causeway Coast to see these dramatic settings for themselves. For an upscale place to stay nearby, the Titanic Hotel Belfast offers stylish rooms, fine dining and a location close to the harbor where the RMS Titanic was built.
Film craftsmanship in New Zealand
New Zealand remains a landmark for film lovers, and Wellington’s Wētā Workshop continues to draw visitors from around the world. The studio, known for its work on “The Lord of the Rings,” “The Hobbit,” “King Kong” and “Avatar,” will once again be in focus with “Avatar: Fire and Ash” releasing in the U.S. on Dec. 19, 2025. Visitors can take year-round tours that showcase the props, costumes and visual effects behind some of cinema’s most famous productions.
At the Wētā Workshop Experience, guests can see how armor, creatures and miniatures are crafted for the big screen. The studio also offers creative workshops where visitors can sculpt with clay, practice leatherwork or apply realistic special effects makeup under the guidance of Wētā’s artists. For travelers drawn to movie-making and storytelling, New Zealand remains a destination where imagination and craftsmanship meet.
Films turn viewers into travelers
Set-jetting’s growth signals a new direction for modern travel. Audiences are turning cinematic fascination into movement, visiting landscapes that once existed only on screen. Places that adopt this trend gain not just visitors but enduring recognition tied to global storytelling. It points to a new reality where entertainment, tourism and culture work together to keep destinations relevant long after the credits roll.
Jennifer Allen is a retired chef turned traveler, cookbook author and nationally syndicated journalist; she’s also a co-founder of Food Drink Life, where she shares expert travel tips, cruise insights and luxury destination guides. A recognized cruise expert with a deep passion for high-end experiences and off-the-beaten-path destinations, Jennifer explores the world with curiosity, depth and a storyteller’s perspective. Her articles are regularly featured on the Associated Press Wire, The Washington Post, Seattle Times, MSN and more.
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