When it comes to finding inspiration for your next getaway, you may not have to look much further than your favorite TV show. justfly.com, a Momentum Ventures company, has uncovered some intriguing insights about how entertainment influences travel habits with its recent Film and TV Destination Inspiration Study.
This survey, which involved 2,000 Americans who flew for leisure in the past two years, shines a spotlight on the growing trend of “set-jetting” — travel motivated by TV and film destinations. The findings show just how impactful pop culture is on where, how, and why we choose to travel.
Watch, Want, Wander
The methodology behind justfly.com’s survey is as straightforward as it is revealing. The survey offers a pulse on how media exposure shapes our wanderlust by going straight to the source: the travelers themselves. According to the survey’s findings, 52% of travelers admitted to booking trips inspired by places they’ve seen on screen. Whether it’s the cobbled streets of South Korea in Squid Game or the sweeping desert landscapes in Breaking Bad, it clearly shows how entertainment and travel are deeply intertwined.
You just binged a series, and now you’re suddenly browsing flights because you want to wander the narrow alleys or stand atop cliffs like your favorite character. It’s a familiar feeling and a typical scenario, with 71% of participants confessing they’d chosen one destination over another simply because it appeared in a show or movie.
Tour de TV
Among the TV shows that inspired travel, Emily in Paris came out on top, with 24% of participants naming it as the show that most influenced their destination choices. It’s easy to see why—Paris’ romantic streets, charming cafes, and effortlessly chic lifestyle provide an aspirational backdrop for wanderlust. The show’s portrayal of leisurely strolls along the Seine, glamorous soirées, and picturesque patisseries has transported viewers into a dreamy Parisian escape that ignites the desire to experience it themselves.
For some, it’s the Parisian romance, complete with cobblestone streets and stunning views. For others, it’s the fantasy of finding their own Gabriel—an adventure and connection that await in every café and bistro.
Close behind was Game of Thrones, with 23% of respondents drawn to Westeros-inspired landscapes. From Croatia’s ancient walls to Ireland’s lush green fields, the show’s dramatic settings have become iconic destinations for fans eager to experience the cinematic magic in real life. Exploring King’s Landing or wandering the landscapes of the North has further transformed these locations into must-visit spots for travelers. justfly.com’s survey reveals that for many, traveling to these sites is beyond just sightseeing. For them, it’s stepping into the world of a story they’ve cherished for years.
Expectation vs. Reality
Interestingly, while many people are influenced by TV and movies when choosing their travel destinations, this trend has its downsides. Over half of these set-jetters believe that TV shows and movies create overrated tourist spots. The on-screen magic often sets high expectations, which can be dampened by overcrowding, over-tourism, or the simple reality that real life doesn’t come with cinematic color grading. Yet, iconic filming locations keep pulling travelers in, which reminds us just how powerful TV and film can be in shaping our travel bucket lists.
Dubrovnik, Croatia — a stand-in for King’s Landing in Game of Thrones — has faced these challenges that now implement visitor limits to preserve its historic beauty. Yet, even with potential crowding, the glamour remains. On average, survey respondents are willing to spend up to $2,910 to travel to a destination they’ve seen in a popular movie or series. For many, the price tag is worth it for the chance to explore and experience places that feel as familiar as a cherished show.
Book the Story, Not Just the Trip
For those who are ready to turn their favorite on-screen locations into real-life adventures, justfly.com offers an easy way to make that leap. When you’re craving a slice of Emily in Paris or a glimpse of Game of Thrones’ Westeros—or any other magical place, for that matter— justfly.com simplifies the planning process and helps you get from your couch to these iconic destinations with ease and comfort. With a range of flight deals and travel packages, the site helps TV fans turn their travel dreams into tangible, Instagrammable experiences.
justfly.com’s Film and TV Destination Inspiration Survey shows us the expanding influence of film and television on our travel decisions. Five years ago, it was just about seeing the world; now, it’s experiencing it through the lens of the stories we love. And with justfly.com’s tools, you can now transform that inspiration into action, which has never been easier or more accessible.
