The Rise of Set-Jetting Tourism: Boosting Destinations Like Hallstatt and Dubrovnik Through Popular TV Shows

Hallstatt, Dubrovnik, and Taormina have become household names thanks to their roles as stunning backdrops in popular TV shows and films. These locations, once relatively unknown, are now thriving tourist hotspots, drawing millions of visitors eager to experience the magic of their on-screen appearances. From the picturesque lakes of Hallstatt, Austria to the historical charm of Dubrovnik, Croatia, and the glamorous hills of Taormina, Sicily, set-jetting tourism is reshaping the global travel industry.

Set-jetting, a trend where travelers visit destinations featured in movies or TV shows, has gained immense popularity, particularly after the pandemic. The rise of streaming platforms, combined with the lifting of travel restrictions, has sparked an unprecedented surge in wanderlust. In 2023, travel search engine Expedia revealed that movies and TV shows were the top sources of travel inspiration for 44% of global travelers, far surpassing the influence of social media.

The White Lotus Effect: From Set to Destination

One of the most notable examples of set-jetting boosting tourism is the HBO series The White Lotus, which has captured the imagination of viewers with its luxurious settings. The second season, filmed at the Four Seasons San Domenico Palace in Taormina, Sicily, has given the town a tourism boost. The once-understated destination is now overwhelmed by visitors hoping to relive the show’s iconic moments. Local businesses are benefiting from this new influx, with hotels, restaurants, and tours seeing a dramatic uptick in bookings.

Similarly, Hallstatt, a UNESCO World Heritage Site in Austria, has seen its fair share of set-jetting tourists. Once a quiet lakeside village with only 800 residents, it now attracts up to 10,000 visitors daily during peak seasons. Hallstatt’s surge in popularity began after it appeared in films like Disney’s Frozen, and the town’s beauty has since become synonymous with the film’s icy charm. However, the dramatic increase in visitors has led to concerns about the village’s ability to cope with the tourism boom, especially with infrastructure that wasn’t built to handle large crowds.

A Double-Edged Sword: The Strain of Set-Jetting Tourism

While set-jetting boosts tourism, it also brings challenges. Dubrovnik, Croatia, once a quiet coastal town, now faces the strain of overtourism. The city, a filming location for Game of Thrones, welcomed nearly 1.5 million tourists in 2019, with the number growing annually. This has resulted in overcrowding, damage to local infrastructure, and increased living costs for residents. The city is working to manage this influx, but with a population of just over 41,000, the sheer number of tourists poses a significant challenge.

Thailand’s Maya Bay provides another example of how set-jetting can have unintended environmental consequences. After being featured in The Beach starring Leonardo DiCaprio, the pristine bay became a global tourist magnet. Overcrowding and disrespectful behavior led to severe environmental damage, forcing authorities to close the area for four years. Since reopening in 2022, the area now limits visitor numbers and enforces restrictions to preserve the natural environment.

The Future of Set-Jetting Tourism: Sustainable Practices and Challenges Ahead

The success of set-jetting tourism in locations like Switzerland, where K-dramas like Crash Landing on You and Queen of Tears have sparked a surge in Asian visitors, highlights the growing influence of international media on travel. The picturesque Swiss villages of Grindelwald, Interlaken, and Iseltwald have become key stops for tourists looking to walk in the footsteps of their favorite K-drama characters.

However, there is an urgent need for sustainable tourism practices to ensure that these destinations can continue to thrive without being overwhelmed. Governments, including France, are already laying the groundwork for responsible tourism. Atout France, the country’s tourism development agency, has invested heavily in sustainability, with a focus on promoting ecological travel, spreading visitors across regions, and encouraging longer stays to reduce pressure on popular spots like Paris and the French Riviera.

As for The White Lotus, the upcoming fourth season, expected to be set in France, may bring more tourists to destinations like Paris, Megève, and the Côte d’Azur. While tourism authorities in France are committed to sustainability, the country faces the delicate balance of maintaining its status as the world’s most visited destination while avoiding the negative effects of mass tourism. Cannes, for example, has introduced strict regulations on cruise ships, capping passenger visits to preserve the local environment.

While set-jetting tourism can be a boon for local economies, it brings significant challenges, including overcrowding, environmental degradation, and strain on infrastructure. The key to ensuring the long-term success of set-jetting tourism will be the adoption of sustainable tourism practices that balance the benefits of increased tourism with the preservation of the cultural and environmental integrity of these iconic destinations.

By promoting responsible travel, encouraging exploration beyond traditional tourist hotspots, and investing in eco-friendly infrastructure, the tourism industry can ensure that the beauty of these locations continues to inspire travelers without causing lasting harm. As the trend of set-jetting continues to grow, it’s clear that the destinations featured on-screen will play an increasingly significant role in shaping the future of global travel.

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