.jpg.webp?itok=QvMWoOZF "Set-jetting: when tourism meets the silver screen")
11 min reading time
Published 1 hour ago
Set-jetting is the latest trend to hit the hospitality sector in this post-Covid world. Concretely, it is an interest in visiting destinations that have been portrayed in films or TV series. It can take the form of a city, a mountain, a staircase, or even just a small flat. The one thing all these destinations have in common is that their appearance on the big or small screen is now driving a certain type of tourist, known as set-jetters, to visit them. Let’s look at the financial possibilities offered by set-jetting, its impact on how destinations are now marketing themselves, and what other travel actors are doing to exploit this popular trend.
An attractive marketing tool
Future Market Insights published an analysis last year, which predicated that the film tourism market would reach a valuation of $66.7 billion in 2022. The same analysis also forecasted that sales linked to film tourism would increase at a 6.8% compound annual growth…
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Every week, the HON team brings you an expert look at the world of hospitality. By becoming a member, you will have access to a complete ecosystem: exclusive content, jobs, etc.
