It is no longer a niche for die-hard fans, but one of the most powerful drivers shaping the travel choices of Gen Z and young adults more broadly. New research conducted in Munich among people aged 18 to 26 shows that this phenomenon is already mature, full of contradictions and, above all, rich in opportunities (and risks) for those working in tourism.
What set of jetting is today
The study defines set jetting as the practice of travelling to destinations that have appeared on screen, from iconic New York neighbourhoods to European villages turned into the sets of cult series. The long wave of films and streaming platforms has turned this behaviour into a truly global trend, to the point that Expedia has consistently included it in its international travel trend reports for 2026.
Unlike “traditional” film tourism, the 2026 version of set jetting is deeply hybridised with social media and artificial intelligence: inspiration is born on Netflix, TikTok and Instagram, amplified by algorithms and translated into real trips booked online in just a few clicks. For operators, this means that the boundaries between entertainment, promotion and travel distribution have now almost disappeared.
The research: who was studied and how
The work, developed at the Munich University of Applied Sciences, begins with an exploratory desk research phase on the main agencies and platforms already selling set-jetting experiences, such as TUI, Viator, HolidayCheck, GetYourGuide and Expedia. These players offer interactive maps with hundreds of series locations, themed packages, guided tours and hubs dedicated to “screen-inspired travel”, confirming a market that is already highly structured.
After collecting this information, the professor moderated a classroom discussion group, a real brainstorming session with students – the ideal target for this study, as members of Generation Z and regular users of Netflix and other streaming platforms. This qualitative phase guided the design of a quantitative questionnaire, enriched with open-ended questions, with the aim of validating the results on a broader audience. In this way, it was possible to confirm or refute the valuable insights on the motivations and barriers influencing set-jetting travel that emerged during the brainstorming, and to support the students, as future interviewers, in identifying the most suitable target to interview.
Subsequently, the quantitative phase was conducted, based on 86 face-to-face interviews in the city of Munich on 8 November, aimed at residents and tourists aged between 18 and 26 who use Instagram or TikTok for inspiration and watch Netflix, often alongside other platforms such as Amazon Prime and Disney+. The sample is gender-balanced and includes both “current set jetting travellers” – those who have already travelled in the footsteps of a production, and “aspiring set jetting travellers”, interested but still only potential.
Gen Z between the desire for authenticity and FOMO
Veronica Freni, Professor at the University of Applied Sciences in Munich and Senior Project Manager at Human8, who led the research, highlights the presence of a generational paradox: Gen Z claims to seek authentic, unique and sustainable experiences, yet at the same time is guided by viral trends and the fear of missing out on the collective narrative. Among the values guiding destination choice stand out adventure (55%), affordability (51%), authenticity (49%) and cultural richness (40%).
All respondents use social media for inspiration: Instagram dominates (85%), followed by TikTok (64%) and YouTube (45%), with clear differences between those who have already practised set jetting and those who aspire to do so. “Current travellers” rely mainly on TikTok (80%) and Pinterest, while “aspiring travellers” prefer YouTube (47.5%) and Snapchat, while remaining anchored to Instagram as a cross-platform reference.
The same ambivalence emerges in the relationship with audiovisual content: overall, only one third of the sample states that films and series are more influential than traditional advertising, another third considers them less influential, and the remainder places them on the same level. However, among travellers who already practise set jetting, almost half (48%) admit that stories seen on streaming platforms carry more weight than any promotional campaign, precisely because of their emotional power and immersive storytelling.
Two souls of set jetting: those who live it and those who dream of it
The research outlines two distinct profiles. Current set jetting travellers are predominantly women, often working students, who travel more frequently (up to five or six times a year), fly a lot, favour extra-European destinations and make intensive use of artificial intelligence tools for planning. For them, the set-jetting experience carries a strong emotional charge: 72% describe it as a “unique experience”, 40% say they feel like the “main character” of the film, and many emphasise a sense of community with other fans.
Aspiring travellers, by contrast, are slightly more male, mostly full-time students, travel mainly within Europe, prefer trains and car sharing, and show greater budget sensitivity. While appreciating the idea of visiting places seen on screen, they display more scepticism: they consider films and series as just one element among many, give more weight to recommendations, online reviews and “verification” social media, and feel strongly about the issue of originality.
Among the destinations mentioned are the great classics of film tourism – New York (Gossip Girl, Home Alone), London (Harry Potter), Dubrovnik (Game of Thrones), New Zealand (The Lord of the Rings), Venice (Casino Royale, The Tourist), Japan (Your Name), Australia (Mad Max, The Great Gatsby), a sign that the global imagination continues to concentrate flows on a few highly iconic places.
Motivations and resistances: nostalgia, uniqueness and overcrowding
On the positive side, three key drivers stand out. The first is nostalgia: 58% appreciate the possibility of “returning” to the emotions experienced while watching the film, rediscovering familiar atmospheres and settings on site. The second is the search for experiences perceived as unique (57%), allowing travellers to live the story “from the inside”.
The third driver is the discovery of “hidden gems”: more than half of respondents believe that set jetting helps them discover neighbourhoods and places outside the most obvious circuits.
On the other hand, significant resistances emerge. Forty-four per cent do not like overcrowded destinations, and many say they feel uncomfortable “doing the same things as everyone else”, perceiving set jetting as lacking originality and overly standardised.
The shadow of overtourism and homogenisation
Sixty per cent of the sample believe that famous locations are becoming too crowded and commercialised, and see social media as a powerful accelerator of this process.
When asked whether set jetting, social media and AI are leading to a “homogenisation” of destinations, responses are nuanced, with a stronger perception among those who already practise set jetting. The dominant idea is a “copy-and-paste effect”, where algorithms push the same Instagrammable spots, and destinations risk looking increasingly similar.
At the same time, many recognise that each destination retains a deeper cultural uniqueness, and that this is where the challenge of sustainable management lies.
What Gen Z asks of the travel industry
From a marketing perspective, the priority is to be present on Instagram, TikTok and YouTube, supported by collaborations with influencers, creators and, where possible, streaming platforms. However, exposure alone is not enough: young travellers ask for behind-the-scenes content, authentic storytelling and deeper narratives.
From a product perspective, the ideal set-jetting tour is small-scale, flexible in duration, and combines iconic scenes with local life. Guides must be authentic and credible, able to connect cinematic narrative with everyday reality.
Pricing must remain accessible and transparent, with the possibility of premium add-ons. Souvenirs and merchandising matter only when they are meaningfully connected to the place and the story.
A trend set to last
International data confirm set jetting as a growing long-term trend, driven by global audiovisual production and the integration between streaming and travel platforms.
The Munich research portrays a generation aware of homogenisation risks yet still eager to travel to experience beloved stories, provided journeys are carefully designed, respectful and personalised. For the travel industry, the challenge is no longer whether to believe in set jetting, but how to turn it into an opportunity for sustainable development, balancing desire, place protection and new ways of narrating the world.
For a deeper strategic analysis of the set jetting travel trend and practical recommendations for travel agencies looking to align screen-inspired experiences with Gen Z’s values, download the full PDF report here.
By Daniele DI Stefano
