Hosting a film or series production is a major asset for a tourism board. In a saturated media landscape, every production acts as a global showcase, offering unparalleled visibility to filming locations.
On one hand, the on-screen landscapes become integral to the plot, embedding themselves in the audience's imagination. On the other, the production itself generates extensive ancillary media coverage: trailers, behind-the-scenes features, cast interviews, and trade articles all create opportunities to spotlight the area.
The impact is amplified when productions reach a global audience. This recognition helps bolster the tourism board's brand perception and sparks travel intent by unveiling hidden gems and expanding the tourist map beyond the usual hotspots. It encourages visitors to explore off-the-beaten-path counties, regions, or villages, delivering broader economic and cultural benefits.
Ireland: A Masterclass in Set-Jetting
The success of set-jetting lies in a simple formula: uniting powerful storytelling with magical locations. With its gothic castles, historic campuses, and wild landscapes, Ireland has hosted numerous blockbuster productions, including Harry Potter, Star Wars, Game of Thrones, and Wednesday. These have turned iconic sites like the Cliffs of Moher, The Dark Hedges, Trinity College Dublin and the Skellig Islands into landmarks for viewers, who will travel hundreds of miles to experience the atmosphere of their favorite film or series. This recognition helps drive travel desire and promotes lesser-known counties, broadening the tourist map beyond traditional circuits.
The most recent example is Wednesday – Season 2, filmed in 2024 across the Irish counties of Wicklow, Dublin, and Offaly. Set to be released in August 2025 on Netflix, it has become the largest television production ever hosted in Ireland.
From Fiction to Footsteps: The Psychology of Set-Jetting
Visiting a filming location is about more than mere curiosity. For many travelers, the goal is not just to see a landscape or a monument but to reconnect with the emotions they felt while watching. They seek to relive pivotal scenes from their favorite films or series by walking in the footsteps of their favorite characters.
This trend has given rise to curated experiences like themed itineraries, city guides, and road trips that blend scenery, heritage, and pop culture for a fully immersive journey into the world of a film or series. Beyond the cinematic appeal, set-jetting encourages a deeper dive into the local culture. Visitors discover new places, meet locals proud of their heritage, and explore a culture that shines as much through its traditions as it does on screen.
