Your client scrolls through TikTok, sees a stunning shot from The White Lotus in Sicily, and suddenly they’re messaging you about “that exact hotel from the show.” Sound familiar?
Welcome to set-jetting, where Hollywood meets holiday bookings. What started as a quirky travel trend has evolved into a legitimate industry driver worth £893 million annually in the UK alone.
Research shows 66% of global travellers now factor on-screen locations into their holiday choices. For JLT agents, this isn’t just a fad to watch from the sidelines. It’s a conversation starter, a booking trigger, and frankly, a brilliant way to stand out from the online booking giants.
TL;DR: What’s Hot This Week
- Set-jetting hits the big time: Film tourism generates £893m annually in the UK alone
- Birmingham hosts first World Screen Tourism Summit in November 2025
- Top 2025 hotspots include: Malta (Gladiator 2), Romania (Wednesday), South Korea (Squid Game)
- Agent opportunity: Higher margins through themed packages and exclusive experiences
- Practical win: Use anniversaries and new releases as timely conversation starters
Screen Tourism Is No Longer Niche
Here’s what caught my attention: the first-ever World Screen Tourism Summit is launching in Birmingham this November. When an industry gets its own summit, you know it’s moved beyond trend territory.
The stats back it up. Sicily saw a 300% search spike after The White Lotus aired, bringing in an extra €2 million in hospitality income. Northern Ireland banked £50 million annually at the height of Game of Thrones fever. That’s real money flowing to real destinations.
Why This Matters for Agents: Your clients are already influenced by what they watch. The difference is whether you’re part of that conversation or watching it happen on Booking.com.
Agent Tip: Start noting what your clients mention watching. When someone casually drops a show reference, that’s your opening to suggest a themed trip.
2025’s Set-Jetting Hotspots Are Already Mapped Out
Smart agents are getting ahead of the curve. Here’s what’s trending for 2025 bookings:
Malta is seeing renewed interest thanks to Gladiator 2.
Romania is having a moment with Wednesday locations.
South Korea continues riding the Squid Game wave.
Even Austria is capitalising on The Sound of Music‘s 60th anniversary.
The beauty of set-jetting? It drives interest to destinations beyond the usual suspects. Your clients aren’t just asking for Spain and Greece anymore. They want the castle from that Netflix series or the café from that viral film.
Why This Matters for Agents: Diverse destination requests mean less competition and often better margins. These clients come pre-motivated and willing to pay for the “authentic” experience.
Agent Tip: Create a simple spreadsheet tracking popular shows/films and their filming locations. When new series launch, you’ll be ready with destination suggestions before your clients even ask.
The Business Case for Screen-Inspired Packages
Let’s talk margins. Set-jetting travellers aren’t bargain hunters. They’re experience seekers who’ll pay premiums for behind-the-scenes tours, themed accommodations, and exclusive access.
Think “Game of Thrones” tours in Northern Ireland, “Sound of Music” bike tours in Salzburg, or even “Paddington” experiences in Peru. These aren’t just holidays, they’re immersive experiences that online booking sites struggle to replicate.
Why This Matters for Agents: Higher-value bookings with built-in storytelling. Your role shifts from price comparison to experience curation.
Agent Tip: Partner with local DMCs who offer set-jetting experiences. Build relationships with attractions that featured in popular productions. These connections become your competitive advantage.
Turn Fandom Into Bookings
The brilliant thing about set-jetting is the timing element. New series launches, film anniversaries, and sequel releases create natural marketing moments.
Gladiator 2 hits cinemas? Time to push Malta packages.
The Sound of Music turns 60? Salzburg becomes your featured destination.
Squid Game Season 2 drops? South Korea packages get a spotlight.
Your clients are already talking about these shows. Your job is connecting their entertainment to their next booking.
Why This Matters for Agents: Timely content feels relevant and urgent. You’re not just selling holidays, you’re capitalising on cultural moments.
Agent Tip: Set Google Alerts for major film/TV announcements. Create simple social posts linking new releases to destination packages. Your timing will feel effortless, but your bookings will be very real.
The Sophie Verdict
Set-jetting isn’t going anywhere. If anything, it’s becoming more sophisticated. Travellers want deeper experiences, local insights, and stories they can share on social media.
For independent agents, this is gold. You can offer the personal touch that turns a location into an experience. You can suggest the restaurant from Episode 3, the viewpoint from the opening credits, or the hotel where the cast actually stayed.
The big online players can sell flights and beds. They can’t sell the story. That’s where you come in.
Ready to turn your clients’ Netflix queue into your booking pipeline? Start tracking what they’re watching, build some themed packages, and watch as their screen time becomes your commission time.
