Following a surge in the phenomenon of set-jetting, in which consumers seek out experiences at destinations and attractions depicted in TV series and movies, Expedia has published the 2024 Set-jetting Forecast, revealing how tourism to destinations is boosted when those sites are featured in movies and TV shows.
Travel data on Expedia Group’s platform revealed an increase in the popularity of travel to these destinations:
- Romania, inspired by the second season of Wednesday.
- Paris, inspired by the fourth season of Emily in Paris.
- South Korea, inspired by the second season of Squid Game.
- Thailand, inspired by the third season of White Lotus.
- Malta, inspired by the release of Gladiator 2.
- The Scottish Highlands, inspired by Outlander.
- London, Bath and Windsor, inspired by the new season of Bridgerton and the sixth season of The Crown.
- The Florida Keys and the Bahamas, inspired by the new Apple TV series Bad Monkey.
- Australia, inspired by Baz Luhrmann’s Distant Hills and Crazy Max prequel Friosa.
- Greece, inspired by the newly released spy action thriller Confidential Agent: Argyll.
Destination Dupes
The ‘dupe’ trend, believed to be growing on Instagram and TikTok, refers to alternative destinations that are more affordable and less overcrowded than their more popular ‘lookalikes’.
These cities on Expedia’s list saw a significant increase in search volumes compared with 2022.
- Taipei (alternative to Seoul) – 2 786% increase in searches.
- Pattaya (alternative to Bangkok) – 249% increase in searches.
- Paros (alternative to Santorini) – 193% increase in searches.
- Curaçao (alternative to Saint Maarten) – 185% increase in searches.
- Perth (alternative to Sydney) – 109% increase in searches.
- Liverpool (alternative to London) – 97% increase in searches.
- Palermo (alternative to Lisbon) – 89% increase in searches.
- Quebec City (alternative to Geneva) – 60% increase in searches.
- Sapporo (alternative to Zermatt) – 38% increase in searches.
- Memphis (alternative to Nashville) – 16% increase in searches.
