Yeh Jawaani Hai Deewani’s Udaipur to Emily in Paris’ France: Here’s how set-jetting travel trend is ruling itineraries

From ‘Dil Chahta Hai' inspiring people to travel to Goa with friends to ‘Yeh Jawaani Hai Deewani (YJHD)' increasing the allure of Udaipur, and from ‘Zindagi Na Milegi Dobara (ZNMD)' showcasing Spain's unique culture to ‘Dil Dhadakne Do' influencing cruise tourism, movies and shows play an important role in shaping travellers' choices not only in India but globally. With the rise of OTT platforms, shows like Emily in Paris and The White Lotus are also joining the bandwagon. This screen-inspired travel is called set-jetting, and this travel trend is here to stay.

For 29-year-old Yathartha Sharma, ‘Dilwale Dulhaniya Le Jayenge' was the first film that inspired him to travel. He recalls, "The concept of a group of boys travelling around Europe and driving convertibles; it was both impossible and magical."

"The second was ZNMD. While sitting in a tier-2 city with pocket money barely enough to live the Dil Chahta Hai fantasy, ZNMD was straight out of the syllabus; forget the syllabus, it was a different course altogether. But that's the beauty about dreams, they do come true," the Delhi resident excitedly states.

He shares his experience of fulfilling this dream: "I went to Spain this year to fulfill my ZNMD dream. I'm scared of heights, so I jumped from 13,000 feet to keep up the tradition. ‘Yeh Junoon Yeh Deewangi' was the background track all the way. Spain was a lot of fun, in fact, more than what the movie had captured. It is like a storybook filled with lots of interesting chapters, the film barely read a few."

Many other travellers like Sharma are creating travel itineraries inspired by movies or shows, stepping into the shoes of their favourite characters. According to Skyscanner's ‘Travel Trends 2024' report, 94 per cent of Indian travellers are inspired to take a trip to a destination they've seen on the big or small screen. Out of those, 62 per cent go on to book these trips.

Expedia's ‘Unpack 2024' forecast reflects a similar trend. According to the report, more than half of travellers now say that TV shows and movies inspire their travel plans. Nearly 30 per cent of travellers say that TV shows and movies are more influential than they were before.

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Rise of set-jetting

While this trend has existed for long, it has gained more prominence in recent times. Chhavi Chadha, founder of Bespoke Tailormade Experiences, a travel consultancy, attributes this to several factors.

"The proliferation of streaming platforms has made a diverse range of content more accessible, igniting curiosity about the locations featured on screen. Social media platforms have amplified this trend, with influencers and content creators frequently showcasing their visits to iconic filming locations. This visual appeal has inspired many to follow in their footsteps and relive memorable movie or TV show moments," she states.

"Additionally, modern travellers are increasingly seeking unique, immersive experiences and set-jetting offers the perfect blend of escapism and adventure. It allows them to connect more deeply with the stories they love, fostering a sense of nostalgia and personal connection," she adds.

The growing global reach of the industry is also contributing to this trend. "Iconic locations featured in Indian movies, such as Switzerland, Dubai and the UK have become highly sought-after destinations for Indian travellers," Chadha states.

These locations featured in Bollywood movies inspired Tanvi Dubewar to travel. "I love big-budget movies, especially those by Karan Johar and YRF because they beautifully showcase luxurious destinations and hidden gems around the world. The exotic locations, combined with cinematic grandeur, always inspire me to explore new places. These films create a sense of wanderlust, offering glimpses into the experiences awaiting in different parts of the world, making them very inspiring for future travel plans," the 33-year-old Mumbai resident shares.

Reflecting further on her screen-inspired travels, she reveals, "We even stayed at The Oberoi Udaivilas in Udaipur after being captivated by its grandeur in YJHD. It brought back all the iconic movie scenes and I felt like I was reliving the magic of the film."

Indian travellers are also getting inspired by international movies and shows. "We recently visited Paris after seeing ‘Emily in Paris' and fell in love with its charm, fashion and iconic spots like the Eiffel Tower and Montmartre," Dubewar reveals.

Delara Kavina, a 21-year-old Mumbai resident, was fascinated by Singapore after watching the movie ‘Crazy Rich Asians'. "I remember being inspired to visit Singapore due to the way it was portrayed in the movie. Incidentally, a month or two later, we went on a school trip to Singapore. I had all the locations in mind that were shown in the movie - Marina Bay Sands, the street market, etc. All these were in the itinerary and I ended up visiting these places," she recalls.

Top destinations for set-jetting

While any movie or show can inspire travel, some destinations have witnessed more tourists after they were featured in a movie or a show.

Chadha reveals, "On a global scale, destinations like Croatia, Ireland, Scotland, New Zealand, and Italy are leading the way. Croatia, for instance, has gained immense popularity due to its appearance in ‘Game of Thrones', particularly in locations like Dubrovnik, Split and Krka National Park. Ireland's rich history and picturesque landscapes have made it a favoured filming spot for iconic productions such as ‘The Lord of the Rings', ‘Harry Potter', and ‘Normal People'. Scotland has featured in numerous productions, with top locations including Edinburgh, the Highlands, and the Isle of Skye - places fans of ‘Outlander' and ‘Braveheart' flock to."

"In New Zealand, the dramatic scenery showcased in ‘The Lord of the Rings', ‘The Hobbit' and ‘Avatar' has long-drawn set-jetters. Italy's romantic charm, seen in countless films, continues to attract tourists to places like Tuscany, Rome, and the Amalfi Coast," she adds.

According to the reports previously mentioned, set-jetters are travelling to the following international destinations:
• France (Emily in Paris)
• Sicily (The White Lotus)
• Romania (Wednesday)
• England (Bridgerton and The Crown)
• Scotland (Outlander)
• Greece (Glass Onion)

India is also home to many set-jetting destinations
Chadha states, "In India, destinations like Rajasthan, Kerala Kashmir, and Himachal Pradesh are at the forefront of set-jetting. Rajasthan's vibrant colours, majestic forts, and palaces - seen in many Bollywood films - make Jaipur, Udaipur and Jodhpur prime set-jetting spots. Kerala, with its lush backwaters and beaches, has been featured in films like ‘The Gods Must Be Crazy' and ‘Life of Pi', making it popular with travellers."

"The stunning beauty of Kashmir, often showcased in Bollywood productions, continues to be a major draw for set-jetters, with its breathtaking landscapes and villages. Himachal Pradesh, with its serene mountain scenery, ancient temples and villages, also draws many visitors who want to experience the filming locations of movies like ‘3 Idiots' and YJHD," she further informs.

Is set-jetting all dreamy?

While set-jetting to their favourite movie locations is a dream for many travellers, it comes with its own set of challenges.

"Movies open a new world for you, sometimes it is just a glimpse, sometimes it's a walkthrough. But what they do end up doing is that they plant that dream inside you. However, your idea of fun may become corrupt. You go in with a set expectation and more often than not the reality falls short in front of fiction. Instead of living and creating your memories, you end up chasing those set frames," expresses Sharma.

The same is backed by Dubewar. She says, "Visiting places based on movies can be a unique and thrilling experience, but it comes with its pros and cons. It provides travel inspiration and offers an immersive experience, sparking a sense of nostalgia and excitement. However, reality may be different from expectations. Additionally, these trips can also be very costly."

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Future of set-jetting

Given travellers' increasing preferences for unique, cultural and immersive experiences, screen-inspired travel or set-jetting travel trend is here to stay. Apart from helping travellers fulfill their dreams, it also has the potential to help local economy and the tourism industry as a whole.

"As more travellers are drawn to locations featured in popular films and TV shows, the potential for boosting local economies is immense. Increased footfall in these destinations can lead to higher demand for accommodations, tours, restaurants and other local services. For many regions, especially those that are not traditional tourist hotspots, this influx of visitors can create jobs, support local businesses, and contribute to overall economic development," says Chadha.

"Beyond the economic benefits, set-jetting expands the range of tourism offerings beyond conventional travel experiences. Instead of choosing the usual beach resorts or city sightseeing tours, set-jetters are motivated by a desire to connect with the stories and characters they've seen on screen. This provides an opportunity for destinations to offer more immersive, niche travel experiences, such as guided tours of filming locations, reenactments of famous scenes, or interactive exhibits that delve into the behind-the-scenes aspects of film production," she adds.

"Films and TV shows can introduce viewers to stunning landscapes, charming towns or culturally rich areas that may not have been on the radar of mainstream tourism. As a result, these destinations receive global exposure, attracting visitors who might never have considered them as travel options. This can revitalise local tourism sectors, enabling smaller or less commercialised regions to compete with more established destinations," she concludes.

While set-jetting is an interesting avenue for travellers, local economies and the tourism industry, it is important to tread carefully and sustainably, so as not to cause environmental or other issues due to over-tourism and irresponsible tourism.