From ‘White Lotus’ fans in Italy to ‘Wednesday’ groupies in Romania, here’s what set-jetting is—and why travelers are embracing it.
island. When the location was announced, it was “a moment of celebration for us,” says Gopal Kumar, general manager of the
His excitement was understandable; the show has been a boon for tourism. The first season of the mystery, shot at theDestination promoters are calling it “The White Lotus Effect.” It’s part of a larger trend in tourism known as “set-jetting,” in which travelers pick a destination because a TV show or movie was shot there.placement.” But that compelling place you saw onscreen might look and feel a bit different in person. Here’s how to couch your cinematic expectations with on-the-ground reality.
Tourists sit along the rocks of Mount Srd, admiring the panoramic view of Dubrovnik’s walled Old Town. The Croatian city has experienced an influx of visitors since many scenes fromCroatia’s capital stood in for the show’s fictional King’s Landing and became such a popular destination that American Airlines added a direct flight from Philadelphia to Dubrovnik.
At one point, Dubrovnik’s Old City was so overrun it was in danger of losing its status as a UNESCO World Heritage site, forcing the mayor toCourting tourists while preserving local charm is a delicate balance. Visit Britain’s Robin Johnson suggests travelers be curious. The way he tells it, his office hopes to use shows like as Trojan Horses. For example, come for Harry Potter’s Platform 9 and 3/4 at London’s King’s Cross Station, stay for a trip to a smaller city.
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