How pop culture is redefining the modern guest journey - and how you can capitalise

The term was coined almost 20 years ago to describe the phenomenon of travelling to favourite film locations, and if recent travel trends are anything to go by, set-jetting is here to stay. 

The effect of the silver screen on travel was felt as far back as the Sixties, when The Sound of Music inspired travel to Salzburg. It really hit its stride with Lord of the Rings fans heading down under to New Zealand and Game of Thrones fans tracing the epic eight-season sensation across Europe.

And now it’s reached fever pitch, with more streaming services, more content and more travel inspiration than ever before. Think cowboy experiences in Montana thanks to Yellowstone, the romance of the Scottish Highlands inspired by Outlander and the tourism boom that has followed The White Lotus from Hawaii to Sicily and Thailand. 

More than half of Gen Z and Millennials are influenced by film and TV when choosing their travel destinations, according to a survey by Booking.com. So destinations, hotels, and experiences overlook this seemingly niche phenomenon at their peril.

Of course, there is a darker side to the trend. Croatia’s Dubrovnik became saturated by cruise travellers and Game of Thrones fans (and now implementing refreshing ways to curb numbers). And in a case of life imitating art, the Thai cove that featured in Leonardo DiCaprio’s The Beach, had to be closed due to the sheer number of film fans who flocked there every year. 

But why does pop culture have such a huge effect on the way we travel, and what can travel do to ride the wave in an authentic and sustainable way? 

Why do people like to travel to filming locations?

Studies show that in an increasingly secular age, pop culture fills the need for belonging and identification. People travel to places they feel are sacred,  immersing themselves in the stories they love and turning a fictional world into a lived experience.

This can also work the other way around. Destinations can harness the power of pop culture, employing a clever form of destination marketing, where placing a location is seen as a sophisticated form of product placement. 

Tourism Australia set the tone when it worked with 20th Century Fox to create the campaign “See the movie, see the country” around the film Australia. It was a huge boon for the country, with strong figures reported despite a global downturn in tourism. 

This, of course, is exactly why many tourist boards have a dedicated film department, working with production companies to encourage filming in their locations. Just take Visit Britain’s blockbuster-inspired film, which showcases the huge number of famous films and TV shows filmed across the British Isles.

But it’s not just tourist boards and destination management companies that should take advantage of this phenomenon. You may not have the huge budgets to place your location into the movies, but by keeping on top of pop culture, you can capitalise on opportunities to attract film-lovers to your destination or hotel. 

Which shows and films are driving tourism?

The Game of Thrones effect seems never-ending, boosting interest in destinations as varied as the medieval streets of Girona in Spain and the otherworldly volcanic columns of Giant’s Causeway in Northern Ireland. 

The hit US-UK cross-cultural comedy Ted Lasso made the London suburb of Richmond an unlikely hit.

At the time, Woody Allen’s Vicky Cristina Barcelona led to a significant increase in tourism to the Catalan capital. Keen to capitalise on the box office effect on people who like to travel to filming locations, Madrid has now offered the director 1.5 million to include the city’s name in the title of his upcoming movie, which is set in the city. 

Meanwhile, the spectacular Norwegian hotel that featured in the hit HBO show Succession had such a surge in interest that its website crashed – after an average 400 daily views rose to 18,500. 

Another HBO hit, The Bear, has sparked a boom in travel to Chicago, in what’s being touted as “The Bear Effect.”

Then, of course, there is the romanticisation of young Parisian life in the show Emily in Paris, which has seen a rise in the number of visitors to the French capital. One study showed that 38 per cent of visitors were influenced by the hit Netflix show when deciding on the destination. 

And the recent K-pop and K-drama craze has led to a massive interest in Korean culture, in Seoul and beyond.

How to craft pop culture experiences

When it comes to crafting your own pop culture experiences, research is key. Think about contacting local tourist boards or even film councils, both of which can give you information on any local pop culture themes that you may be able to use.

Although the biggest peak happens straight after the release of a film, you can capitalise on the lingering pop culture effect for some time after the release. For example, is there an anniversary of the film or show coming up? That always makes a great hook.

The Swiss tourist board got on board with James Bond, embracing the 60th anniversary of the release of Goldfinger with themed hotel packages and private car tours along the Gotthard Pass – the setting for the film’s famous car chase.

Guided walking tours of key film, TV, or book locations can be a great way to take advantage of pop culture. Take this to the next level by incorporating readings, music or theatrical performances to fully immerse travellers in the experience.

Hotels situated near popular filming locations have a golden opportunity to transform a stay into an immersive experience. Develop themed packages that go far beyond a simple room reservation. 

From a Bridgerton Ball package at a stately hotel, with afternoon tea, period costume diners, and carriage tours of nearby estates, to a Game of Thrones stay in a hotel near a filming location, with themed rooms representing the various houses. 

It’s a great idea to collaborate with local guides who specialise in the lore of particular shows. You could even offer unique amenities, including themed dinner and cocktail menus or curated spa packages. 

You don’t always have to rely on how close you are to the filming location of one specific blockbuster. Draw on broader themes, using locations that have been the backdrop for multiple whodunnits or period dramas, for example, immersing guests in the local history and offering 'murder mystery' weekends or 'period experience' afternoon teas. 

Capturing the frame

Set-jetting is, at its core, a visual and social media-driven phenomenon. For Gen Z and Millennial travellers, a destination's appeal is validated by its aesthetic and "shareability" online. 

Studies show that social media is a top driver of travel destination choice – in fact, 89 per cent of Gen Z travellers have found new destinations through TikTok. Social media marketing is crucial to showcase the destination’s on-screen glitz and glamour, using compelling, high-quality images and video.

User-Generated Content (UGC) is a key element that drives the power of social media marketing. Hotels and local businesses can sustain the buzz by purposefully creating visually stunning moments that people want to share online. These can be beautiful visuals, unique experiences or thematic tie-ins, either at the hotel or in the surrounding area. 

By designing and showcasing these photo-worthy spots, you move visitors to organically become your most influential marketing channel, sharing their experiences and inspiring the next wave of set-jetters.

When it comes to embracing pop culture, look beyond the latest movie or TV releases. Often, a show or film can become popular by trending on TikTok. Clips, audio and relatable moments can go viral, boosting interest in the original content. And if you’re monitoring, you can capitalise on this popularity by providing travel experiences that cater to their audiences.

Collaborating with influencers and travel journalists is a powerful way to capitalise on pop culture trends. You can commission them to create captivating stories, themed around film or TV concepts. Take the Barbie movie phenomenon. Rather than a single filming location, many Californian travel brands took a broader approach – specifically, a California road trip inspired by the film's dreamy pink aesthetic. 

Take your idea to potential partners – like hotels, restaurants, car hire companies and attractions – then create a themed route or itinerary that people can easily follow, turning a movie idea into a tangible travel experience.

The explosion of streaming services means more content than ever. This provides opportunities for locations to gain global exposure. These shows thrive on social media buzz and user-generated content, giving you the chance to join the conversation. Get involved on social media –  consider sharing a video guide from an extra, snippets of behind-the-scenes information or promoting your special themed events related to the show.

Capitalising on fandom

The influence of pop culture on travel presents a significant, untapped opportunity for hospitality brands. By understanding the reasons behind the phenomenon and strategically catering to specific fandoms – from TV and movie buffs to music lovers and bookworms – hotels can unlock powerful new marketing avenues that go far beyond traditional outreach.

Navigating this evolving landscape requires a blend of trend-watching and strategic communication. At travel marketing agency Peregryn, we help you identify the narratives that matter to your audience and craft the editorial-led strategies needed to turn a screen-side fantasy into a direct booking.

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