Movie Tourism & Set-Jetting: How Destinations Attract Film Fans
February 27, 2025
Ever watched a movie and thought, “I need to go there immediately”? You’re not alone. Screen tourism, better known as set-jetting, is blowing up faster than a Michael Bay explosion. Fans are packing their bags and booking flights to famous movie locations just to step foot where their favorite characters once stood.
“Film and television projects have the power to shape a destination’s identity, creating lasting opportunities for businesses, jobs, and community pride,” said Jessica Hill, Madden’s own SVP of Destination Strategy. “While a film production may be temporary, its impact can last well beyond when a project has wrapped—driving tourism, supporting local businesses, hotels, and restaurants, creating workforce development opportunities and helping to tell the destination’s unique story. As film incentives become more competitive around the world, it is more important than ever to highlight a destination’s amenities, diverse locations, and skilled crew base and get creative with incentive offerings to attract productions and maximize economic impact.”
From the misty forests of Forks, Washington to the tropical beaches of Thailand, destinations are rolling out the red carpet for movie-loving travelers. Case in point: Dubai saw a 30% jump in visitors after the Real Housewives of Dubai hit screens. But how exactly is Hollywood shaping our travel plans? Let’s take a genre-by-genre tour of the biggest movie tourism hotspots.
Fantasy Films: Where Movie Magic Comes to Life
Forks, Washington – Twilight
Before Twilight, this sleepy town saw fewer than 10,000 visitors a year. Post-vampire mania? Over 70,000 Twihards flood the streets annually, fueling an entire economy of themed tours, festivals, and photo ops with a replica of Bella’s truck. Not bad for a place that was mostly known for its rainfall.
Just south of our client Washington’s Evergreen Coast, Forks, Washington, was transformed into a bustling tourist destination through the allure of the “Twilight” series, other locales have successfully reimagined their identities to captivate new audiences.
New Zealand – The Lord of the Rings
New Zealand didn’t just host Middle-earth — it became Middle-earth. After Peter Jackson’s Lord of the Rings trilogy, tourism skyrocketed by nearly 50%, with Hobbiton alone drawing in over 600,000 visitors annually. The government even leaned into the hype with an official “Middle-earth” tourism campaign, proving that elves and orcs are just as good for business as they are for epic battle scenes.
Warner Bros. Studio Tour, London – Harry Potter
A world without Harry Potter tourism? Unthinkable. London’s Warner Bros. Studio Tour has been welcoming fans into the Wizarding World since 2012, offering a behind-the-scenes look at Hogwarts, Diagon Alley, and — yes — a chance to sip butterbeer. Over 15 million visitors have passed through its magical halls, proving that nostalgia (and a little spellwork) is a major tourism and economic driver.
Horror: Where Frights Bring Fans to Town
Atlanta, Georgia – The Walking Dead
Zombies may have taken over Atlanta, but instead of running away, horror fans are running toward the city. The Walking Dead turned Atlanta into a horror hot spot, with guided tours taking visitors to iconic filming locations, from Rick’s house to that hospital from the pilot episode. With Georgia raking in $9.5 billion annually from film and TV production, it turns out the undead are great for enticing travelers.
Derry, Maine (aka Bangor) – It (Stephen King’s Universe)
Stephen King’s hometown of Bangor, Maine has fully embraced its horror movie tourism legacy, doubling the fictional town of Derry in It and other King classics. Fans visit iconic spots like the standpipe, the Barrens, and even the inspiration for Pennywise’s infamous storm drain. Guided ‘Derry’ tours keep horror enthusiasts coming back for a spine-chillling experience year-after-year.
Just a couple of hours south, Portland, Maine, is crafting its own narrative—one that’s less about haunted sewers and more about cobblestone streets lined with independent bookstores, a food scene that rivals big-city dining, and a waterfront where history and modern charm meet.
The Classics: Timeless Destinations for Timeless Films
New York, New York – When Harry Met Sally & Breakfast at Tiffany’s
New York has been a movie star for decades, and fans are still making pilgrimages to its most famous movie locations. Want to reenact When Harry Met Sally? Head to Katz’s Deli and grab that table. Dreaming of your own Audrey Hepburn moment? Snap a photo outside Tiffany’s. With film-related tourism generating over $60 billion a year, NYC proves some movie moments never go out of style.
Westerns: Big Skies, Big Screen, Big Business
Montana – Yellowstone
Thanks to Yellowstone (and Kevin Costner’s cowboy charisma), Montana is seeing a major tourism boom. Fans are booking horseback riding trips, ranch stays, and guided set-jetting tours across the stunning landscapes of the hit show. Montana’s tourism revenue reached a record $5.15 billion in 2022, with Yellowstone fans playing a major role.
While Montana has experienced a surge in tourism due to the popularity of the TV series “Yellowstone,” Idaho offers its own captivating landscapes and outdoor adventures, including portions of Yellowstone National Park that extend into the state.
Paramount Ranch, California – Westworld
Paramount Ranch has been a Western movie staple since the 1920s, but modern hits like Westworld have given it new life. While wildfires devastated parts of the ranch, restoration efforts are proving that movie tourism isn’t just about nostalgia — it’s about keeping these iconic backdrops alive.
While film tourism keeps places like Paramount Ranch in the spotlight, other destinations are finding new ways to inspire travelers. Laguna Beach, known for its artistic heritage and stunning coastline, has embraced digital innovation to enhance the visitor experience.
Seasonal Set-jetting Magic
NYC – Elf & Home Alone 2: Escape from New York
New York City turns into a holiday wonderland every winter, and movies like Home Alone 2: Lost in New York and Elf make it even more magical. Fans flock to the Plaza Hotel to relive Kevin McCallister’s luxury Christmas adventure, while others lace up their skates at Rockefeller Center, channeling their inner Buddy the Elf. NYC’s tourism board even promotes these festive film locations in holiday travel guides, ensuring that seasonal set-jetting remains a big part of the city’s economy (and its Christmas spirit).
Why Film Tourism is Here to Stay
Set-jetting isn’t just a trend — it’s a billion-dollar industry that’s reshaping travel. From fantasy realms to iconic cityscapes, movie tourism is now as much of a travel bucket-list item as beaches and historic landmarks. And as filmmakers continue choosing real-world locations over CGI backdrops, communities worldwide will keep reaping the rewards.
So, the next time you’re planning a trip, ask yourself: Where are the nearest famous movie locations? Chances are, Hollywood has already given you a reason to visit.
set-jetting faqs
What is screen tourism?
Screen tourism, also known as set-jetting, refers to the phenomenon of travelers visiting destinations featured in movies and TV shows. These locations often experience increased tourism as fans seek to immerse themselves in the worlds of their favorite films.
How does movie tourism benefit local economies?
Movie tourism can drive significant economic impact by increasing visitor numbers, boosting local businesses, and creating jobs. Famous movie locations often see growth in hospitality, tours, and retail, helping communities thrive.
How can destinations market themselves as film tourism hotspots?
DMOs can capitalize on set-jetting by offering guided tours, themed events, and marketing campaigns that highlight their connection to famous films. Partnering with influencers and leveraging social media can also attract more visitors.
