Why Young Brits Are Turning Film Sets Into Their Next Travel Destination

Jan de Vries · 2026-08-10

There's something magical about standing in a place you've only ever seen on a screen. For a growing number of young Britons, that magic is becoming a deciding factor in where they spend their holidays. It's called set-jetting, and it's quietly reshaping the UK tourism landscape. Instead of simply picking a beach or a city break, more travelers are now choosing destinations based on the shows and films they love. From the cobbled streets of Bath featured in *Bridgerton* to the dramatic cliffs of Dover seen in countless blockbusters, the UK is becoming a living film set. And the trend isn't slowing down. ### What's Driving the Set-Jetting Boom? The rise of streaming platforms has changed how we consume entertainment. We binge entire seasons in a weekend, and we form deep attachments to the worlds we see. When a show like *The Crown* or *Ted Lasso* becomes part of our weekly routine, visiting the actual locations feels like stepping into that world. Social media plays a huge role too. Platforms like TikTok and Instagram are filled with clips of people visiting iconic spots. Seeing a friend pose in front of the *Harry Potter* platform or walking the same path as the cast of *Sex Education* creates a powerful pull. It's not just about seeing a place anymore; it's about experiencing a story. ### The Economic Impact on Local Communities This trend is more than just a fun pastime. It's having a real financial impact on towns and cities across the UK. When a production chooses a location, it brings jobs and revenue during filming. But the longer-term benefit comes from the tourism that follows. Local cafes, hotels, and shops all see a boost when a show becomes a hit. Take the village of Holmfirth in West Yorkshire, for example. After appearing in a popular series, visitor numbers jumped significantly. Small businesses that once relied on local customers are now serving travelers from around the world. It's a ripple effect that can transform a community's economy. ### How Travelers Are Planning Their Trips Set-jetting isn't just a spontaneous decision. Many young Brits are actively planning their vacations around filming locations. They research where their favorite scenes were shot, map out the spots, and even time their visits to coincide with special events or anniversaries of a show's release. Here are a few ways travelers are incorporating set-jetting into their plans: - **Creating themed itineraries** that group multiple locations from the same series into one trip. - **Booking guided tours** that focus specifically on behind-the-scenes stories and filming trivia. - **Staying in accommodations** that are featured in shows, like the famous cottages from *Doc Martin*. - **Sharing their experiences online** to inspire others and build a community around shared interests. ### The Appeal Beyond the Screen There's a deeper reason why set-jetting resonates with younger generations. It's about connection. In a world that often feels divided, shared cultural experiences bring people together. When you visit a place you've seen on screen, you're not just a tourist. You're part of a larger narrative. It also offers a sense of nostalgia and comfort. Revisiting a location from a show you love can feel like revisiting an old friend. The familiar sights, sounds, and even the local dialect create a sense of belonging that traditional tourism might not offer. ### What This Means for the Future of UK Travel The set-jetting trend shows no signs of slowing down. As streaming services continue to produce high-quality content set in stunning locations, the appetite for these experiences will only grow. For the UK, this is a golden opportunity to promote lesser-known areas and distribute tourism more evenly across the country. Rather than focusing solely on London or Edinburgh, tourism boards can highlight the charming villages, rugged coastlines, and historic estates that appear in popular shows. This not only benefits the economy but also preserves local culture by bringing in visitors who appreciate the authenticity of these places. At the end of the day, set-jetting is about more than just taking a photo. It's about stepping into a story and making it your own. And for young Britons, that's an adventure worth planning a trip around.