According to Expedia Group’s Unpack ’26: The Trends in Travel™ report, a staggering four in five Gen Z and Millennial travellers now base their holiday choices on what they’ve seen on screen.
Known as “set jetting”, this behaviour is one of the most talked-about insights from the report and is expected to shape travel decisions across 2026.
Unpack ’26, released in October 2025, is Expedia’s annual global travel trends study. It combines first-party data from Expedia, Hotels.com and Vrbo with survey responses from 24,000 travellers across 18 countries. The research identifies the most significant shifts in traveller motivation, behaviour and destination interest for the year ahead, providing a clear look at how travel is evolving worldwide.
One of the standout findings is that younger travellers are increasingly influenced by what they watch. Screen stories have become powerful emotional triggers, turning passive viewers into active travellers.
The desire to experience real-world versions of landscapes and locations featured in streaming series or films is now one of the strongest motivators for both international and domestic travel.
Social media reinforces the trend, as short clips and travel posts rapidly amplify interest in filming locations.
The appeal lies in familiarity and storytelling. Many travellers want to step into worlds they already feel connected to through narrative and emotion. This shift reflects a broader movement away from checklist sightseeing towards more personal, imaginative and experience-driven travel.
Expedia’s Unpack ’26 report highlights several destinations that stand out in the global set-jetting forecast, all linked to major productions capturing the world’s attention.
Yorkshire, United Kingdom – Wuthering Heights and Downton Abbey: The Grand Finale
Yorkshire’s dramatic landscapes and period architecture have long drawn filmmakers, but renewed attention from both classic and upcoming productions has placed it firmly back on travellers’ lists.
Tuscany, Italy – Jay Kelly
Romantic scenery and timeless charm make Tuscany a perennial favourite, but its appearance in new cinematic releases has sparked a surge of interest among cultural travellers.
Samoa, Polynesia – Moana (Live Action)
The live-action remake of Disney’s Moana is generating strong early buzz, positioning Samoa as the heart of Polynesian adventure and natural beauty for audiences around the world.
Dalmatian Coast, Croatia – People We Meet on Vacation
The film adaptation of Emily Henry’s best-selling novel has brought new attention to Croatia’s coastal towns, which are already popular with travellers seeking Mediterranean warmth and value.
Peloponnese, Greece – The Odyssey
A forthcoming epic retelling of The Odyssey is expected to boost interest in Greece’s southern peninsula, known for its mythological sites and rugged coastal landscapes.
Los Angeles, United States – Nobody Wants This
The second season of this critically acclaimed drama has reignited travel interest in Los Angeles, showcasing neighbourhoods beyond the Hollywood Hills and coastal staples.
Wellington, New Zealand – Avatar: Fire & Ash
The continuation of the Avatar franchise has renewed fascination with New Zealand’s cinematic landscapes. Wellington is once again in focus as the creative hub behind the film’s production.
Palawan, Philippines – The Last Resort
Set in a fictional tropical paradise, the series The Last Resort was filmed in Palawan and is driving new interest in the Philippines’ remote islands and luxury eco-retreats.
Set jetting has become one of the clearest examples of how popular culture now drives global travel decisions.
As travellers seek emotional and visual connections, destinations that appear on screen are finding new life through tourism. The Unpack ’26 findings suggest this movement will continue to grow throughout 2026, with media exposure increasingly serving as both inspiration and itinerary.
