Set-Jetting: Travel Trends Inspired by Screen

Tracking Films and Series: New Travel Trend in the UAE

Travel habits are changing globally, and residents of the United Arab Emirates are no exception. More and more people are seeking new, experience-based travel opportunities that go beyond the traditional beach vacation or city exploration. One of the latest trends gaining popularity among UAE travelers is called "Set-Jetting" – visiting film and series locations.

What exactly does Set-Jetting mean?

Set-Jetting is a form of travel where a person chooses a destination because of a film or series location. Castles, beaches, cities, or cozy cafés seen on screen provide inspiration for many, not just because of the story but also the visual world. This phenomenon is not just a trend but is slowly evolving into an industry: according to predictions by the Expedia Group, Set-Jetting could reach an $8 billion market globally in the coming years.

According to Expedia's "Unpack 2026: The Trends in Travel" research, 81 percent of UAE residents reported that they increasingly feel motivated to travel to places they have seen in a film or series. This figure shows how much screen content influences travel decisions.

From Screen to Reality: Popular Destinations

Among the sought-after locations are:

Tuscany, through a Netflix series,

Greece, a favorite for romantic films,

Palawan in the Philippines, with its exotic beauty.

Additionally, the Far East is becoming increasingly popular, particularly due to affordable prices and visa relaxations. Ireland and Scotland, the realms of Game of Thrones, or Spain, made famous by Money Heist, also attract many travelers from the UAE.

The Influence of Social Media on Travel Decisions

Online streaming platforms – and social media – add a new dimension to travel desires. Places that were once distant and unknown now appear as "familiar" on screens. This not only ignites desire but also inspires concrete action. More and more people want to not only see but experience the locations of stories – as if they were part of a series or film.

Beyond Film Travels: Nature, Culture, and Slowing Down

Expedia's report points to other exciting trends that are particularly popular among UAE travelers. For instance, 86 percent of respondents wish to participate in local sports events at their destination – be it sumo wrestling in Japan or a Muay Thai match in Thailand. This shows that travel isn't just about relaxation but experiences and cultural connections.

The "Hotel Hop" concept is also becoming more widespread, meaning travelers try multiple accommodations within a destination. This allows for exploration of different city neighborhoods or switching between luxury and budget accommodations, thus providing a range of experiences within a single trip.

Rediscovered Calm: Literary Retreats and Farmhouses

Another significant change is that more people are consciously seeking to escape the fast-paced city life. 84 percent of UAE travelers stated they would gladly choose accommodations in a natural environment, be it a rural farm, mountain lodge, or a themed literary retreat.

This type of travel is not primarily about quickly ticking off attractions but about quietude, digital detox, and self-reflection. A weekend on a farm, a countryside house full of books, or a cabin in the woods can offer real mental rejuvenation for those looking to escape the hustle and bustle of city life.

Flexibility and Experience-Orientation: How Future Travelers Plan

The time of traditional trips built on a single hotel and fixed program seems to be over. UAE travelers – especially the younger generation – are much more interested in experiences and personalized experience planning. Trying multiple accommodations within one city, discovering local restaurants and events, and the philosophy of "slow travel" all point in this direction.

This flexibility also means that during a trip, tourists do not feel confined to a single place or budget. One night in a boutique hotel, the next night in a simple but authentic accommodation – all this allows for a much more colorful and varied travel experience.

Dubai and the Role of Travel Inspiration

Dubai, as one of the most dynamically developing global cities, plays an important role in this new trend. The cultural diversity of its residents and a lifestyle filled with international influences naturally affect travel decisions. Technological advances, easily accessible content, and the spread of digital nomadism all contribute to people thinking differently about travel.

The world seen on screen is no longer a distant dream – but a next travel destination.

(The article source is based on an Expedia Group study.)