Wanderlust, but make it cinematic: the global rise of set-jetting

Ever found yourself so swept away by the picturesque landscapes of a film or TV series that you added it to your bucket list of destinations? 

Of course, not everyone can immediately hop on a plane and explore the place that has captured their heart and imagination; such trips require planning and fiscal flexibility.

For me, two films stoked my wanderlust. The first was “Eat Pray Love” with Julia Roberts as the protagonist, rediscovering herself in Italy (Rome and Naples), India (Pataudi and Delhi) and Bali (Ubud and Padang Padang Beach).

Everything about her food to cultural experiences gave viewers serious FOMO.

Since the movie’s release in 2010, many have flocked to these destinations to either have their own “Eat Pray Love” moment or simply to bask in the joy of exploring them. 

The other movie was “Under the Tuscan Sun”, released in 2003, with Diane Lane. It was filmed in an off-the-beaten-path village.

It was rustic, beautiful and heart-warming. 

More recently, my obsession with K-dramas has left me fascinated with fascinating Seoul. Just the culture, food and place itself have stolen my heart. 

My musings do have a point. It is that knock-on effect that film and TV shows have on tourism, with the rise of set-jetting. 

It started getting some traction with the release of “Braveheart” (Scotland, 1995) and “Notting Hill” (London, 1999), which piqued international curiosity. 

Then, from 2001 to 2003, “The Lord of the Rings” trilogy saw a rise in tourism in New Zealand.  And this wave of fandom is sparking a surge in location visits and continues to gain momentum like it did with “Game of Thrones”, which sent fans exploring Croatia, Northern Ireland, Spain and Iceland.

And, more recently, season three of “The White Lotus”, which was filmed in Thailand, garnered a similar reaction.

Below are a few countries that have witnessed a surge spurred on by screen tourism:

New Zealand

When we think of iconic offerings, this is the place where fantasies are lived out. If you are a die-hard fan of “The Lord of the Rings” and “The Hobbit” franchise, you are going to have to brace yourself for some serious goosebump moments. 

Places that draw the attention of travellers include Matamata in Waikato. This is the home of the preserved movie set for the aforementioned movies. You can explore Bilbo’s Bag End, Green Dragon Inn and The Party Tree and Hobbit Holes.

It doesn’t get any more immersive than this with guided tours, food and even themed festivals. 

Other captivating places include Tongariro National Park in the North Island, which has one of the best day hiking trails;  Glenorchy (near Queenstown), which is the go-to filming spot for battle scenes; Mount Sunday, Canterbury Region, a desolate hilltop in a glacial valley, which offers panoramic mountain views; and, last but not least, Putangirua Pinnacles in Wairarapa, which is an Instagrammer's dream for capturing eerie and iconic weathered rock formations. 

Fans of “The Chronicles of Narnia: Prince Caspian” will need to make their way to Cathedral Cove, which boasts a dreamy archway to a stunning beach surrounded by white sand. 

This screams postcard-perfect location.

Greece

Phew, where does one start? There are so many offerings that fuelled the desire to travel here. 

One of the obvious offerings is “Mamma Mia!”(2008). 

It has become the sought-after destination for romantic escapes as well as - no surprises here - ABBA-themed island tours. 

These are your key stopovers if you want to relive scenes from the movie:

Agios Ioannis Chapel (Skopelos): The dramatic hilltop church where the wedding scene was filmed.

Kastani Beach (Skopelos): “Lay All Your Love on Me” scene.

Skiathos Port: Departure scenes and ferry shots.

Other popular attractions include Athens, which charmed fans of “Before Midnight” (2013), visiting the Acropolis, the Parthenon, the Plaka district and the Temple of Poseidon, Sounion.

And if you are a James Bond aficionado, some of the prominent action scenes in “For Your Eyes Only” (1981) were filmed on the monastery-top cliffs of Meteora. Interestingly, it is one of Greece’s most popular UNESCO World Heritage Sites.

Fans of “My Big Fat Greek Wedding 3” (2023) and “Glass Onion: A Knives Out Mystery (2022) have also flocked here to get a taste of what the place has to offer, beyond the lens of the film-makers camera.

New York City

When you think of pop culture TV shows and films, this is their birthplace.

Central Park has been such a key filming location for so many offerings, from “Home Alone 2” and “Enchanted” to “When Harry Met Sally”. 

Also shot here were the “King Kong (1933 and 2005), “Sleepless in Seattle and “An Affair to Remember” were shot. 

The bustling Times Square as seen in “Spider-Man”, “Vanilla Sky” and “The Amazing Spider-Man 2” is a must experience. 

I have been fortunate to visit this city twice, and the energy that you feel walking through it is something else. Also, I can’t get over those Shake Shack burgers, fries and milkshakes. 

If you are ever in town, try them. 

The NYSE Building, Charging Bull and Fearless Girl bronze statues, as well as Federal Hall, are renowned in offerings like “The Wolf of Wall Street”, “American Psycho” and “Inside Man”.

“Sex and the City” and its spinoff “And Just Like That…” as well as “Gossip Girl”, incentivised the hype around the Big Apple.

London

“Harry Potter” fans find themselves spellbound in the city. King’s Cross Station is popular for that infamous platform departure to Hogwarts. 

Other landmark places include the Millennium Bridge and St. Paul’s Cathedral.

Of course, you would be remiss if you didn’t visit Buckingham Palace, which is a normal drawcard but, now more so, after “The Crown”, “The King’s Speech” and “Paddington”.

Fans of the whodunnit “Sherlock Holmes” often stop by the Sherlock Holmes Museum, at 221B Baker Street, as well as the nearby Sherlock Holmes pub, which is bedecked with memorabilia. 

Hands up if you are a “Bridget Jones Diary” fan. Well, the Borough Market is worth checking out. Open six days a week, it prides itself on its fresh produce and street food amid a very atmospheric space that tempts the taste buds to no end.

South Africa

Mzansi isn’t without a few key spots that have attracted travellers, too. 

In the Mother City, places like Camps Bay, Clifton beaches, the University of Cape Town, as well as Cape Town High School, have sparked interest after the release of “Blood & Water” and “The Kissing Booth”.

The Cape Winelands and Karoo towns have been attracting slow-travellers and foodies, especially after “Recipes for Love and Murder”.

Travellers are drawn to the scenic countryside, too. 

In Johannesburg, the Oscar-nominated “District 9” got fans curious about the city’s urban charm, which lent itself to the gritty sci-fi landscapes in the film. 

Thanks to offerings like “Sarafina!”  and “Mandela: Long Walk to Freedom”, which harked back to South Africa’s resilient history during apartheid, Mandela House, Hector Pieterson Memorial and Constitution Hill have become popular spots. 

Not to be outdone, KwaZulu-Natal, where the bulk of “The Women King” scenes were filmed, has helped put the city on the global map. 

That’s not forgetting “Shaka Zulu” and the various documentaries and series since the compelling historical series in 1986. 

Places like Shakaland Zulu Cultural Village, Ulundi and the Valley of a Thousand Hills have become popular tourist haunts.