Recent research from Human8’s What Matters 2025 reports shows the growing need for escapism through ‘micro-joys’. 84% of people globally and 88% of Australians tell us that it’s important they find little moments of joy to balance the seriousness of life.  

So, it’s probably no wonder that we’re seeing people indulge in TV and content that is showcasing exotic locations across the globe as a form of escapism. 

Remember when you watched White Lotus Season 2 and suddenly had an overwhelming urge to visit Sicily. Or when  Emily in Paris  made you start planning that European getaway? You’re not alone; you’re part of one of the biggest trends in the travel industry.  

What exactly is set-jetting?

Set-jetting  is the practice of traveling to destinations specifically because you’ve seen them featured in movies or TV shows. And it’s exploding in popularity. We’re talking about a global market that is expected to grow from AUD $101 billion in 2025 to a staggering AUD $222 billion by 2035. 

The numbers tell a compelling story: 70% of travelers say they’ve been inspired to visit a destination after seeing it on screen and 64% of that group have then actually booked trips based on what they’ve watched. That’s not just casual interest – that’s real economic impact. 

Australia: the unexpected set-jetting powerhouse

While you might think of Hollywood or European castles when it comes to famous filming locations, Australia has quietly become the 8th most filmed country globally. And the results are impressive:

• 230,000 international tourists visit Australia annually because they’ve seen our incredible country on the big or small screen
• These visitors contribute AUD $725 million in tourism spending
• The film production industry itself generated AUD $809 million in 2023

From the rugged Flinders Ranges (featured in Netflix’s The Tourist) to Sydney’s iconic foodie locations featured in Netflix’s food hit Somebody Feed Phil, Australia’s diverse cities and landscapes are proving irresistible to international audiences.

The Netflix Effect is Real 

The streaming revolution has supercharged set-jetting. Netflix’s recent series Territory, showcasing Kakadu National Park and Northern Territory locations, attracted 2.4 million viewers in its first week. Tourism NT was so ready for the influx that they launched their “Territory – For Real” campaign almost immediately. 

When a destination appears in popular streaming content, tourism boards now expect and prepare for increased visitor interest. It’s reshaping the way we think about promoting travel and destinations. 

Beyond Just Tourism: An Industry Transformation 

Set-jetting isn’t just changing where people go, it’s transforming how the entire travel industry operates: 

• Iconic locations such as The Palace Hotel in Broken Hill which was home to a famous scene in Pricilla Queen of the Desert has spawned Broken Hill as an unexpected drag capital, they even host the annual “Broken Heel” drag festival 

• Tour operators are offering specialised experiences that combine traditional sightseeing with behind-the-scenes movie magic such as Kualoa Rang in Oahu, Hawaii, the setting of Jurassic Park and Lost 

• Even big city travel is capitalising on this, with business travelers and weekend city break visitors checking out filming locations they’ve seen on screen including famous locations in the Sydney CBD (that fountain from the Matrix, anyone?) 

Sustainability Challenges 

With every exciting new trend comes some challenges. Not all set-jetting stories have happy endings. Remember Maya Bay in Thailand from The Beach? That location became so overwhelmed with visitors that it had to be temporarily closed to allow for environmental recovery. Australian tourism bodies are learning from these cautionary tales, implementing capacity management and environmental protection measures at sensitive filming locations.