Previously, trip planning involved studying tourist guides in search engines, gathering information about various places, and discussing plans with friends or other people. All details were carefully worked out: the characteristics of the place, attractions, accommodation options, and aspects requiring attention during the trip itself. However, the situation is changing.
Now, colorful cities shown in movies, cafes from web series, or character preferences have become a kind of guide for Generation Z. This phenomenon is called 'set-jetting.'
Set-jetting implies planning trips based on locations featured in films, web series, or television shows. This means that to choose a destination, one no longer has to rely solely on tourist guides, blogs, or lists of attractions; sometimes one favorite series can become the idea for the next trip.
According to a report by The Statesman, published as part of the Expedia Unpack ’26 Travel Report, 81% of Gen Z and millennial travelers plan their trips based on locations shown in cinema and television. Furthermore, the report indicates that 53% of global tourists noted an increase in their interest in set-jetting over the past year.
Social media plays a significant role in strengthening this trend among Generation Z. When videos or reels featuring a location from any show go viral, people start searching for information about that place, as well as accommodation options and other tourist options. Thus, first the place appears on screen, then all necessary information is gathered on social media, after which the trip plan is formed.
An example of this phenomenon can be found in the film 'Yeh Jawaani Hai Deewani,' where Udaipur and the beaches of Goa were depicted so vividly that young people placed these places at the top of their travel lists. Now, to make a place beloved, it is sufficient not only to have tourist attractions; a memorable moment from a popular show can also put a location on Generation Z's wish list.