Movie-Inspired Set-Jetting Catches On

AT THE DUBAI MIRACLE GARDEN, the world’s largest natural flower park, where over 250 million plants and 50 million flowers create an epic ensemble of colours and fragrance, it’s easy to imagine Bollywood actors romping around crooning love ballads.

Unsurprisingly, the 72,000-sq-m destination that opened in 2013, has had Bollywood film crews — also Tamil, Telugu, Hollywood — make a beeline to capture its salubrious splendour on reel. At the garden’s heart-shaped pathways, petal-powered castles and fairytale houses crafted from fresh flowers, excitement from a group of 30-somethings is unmissable.

“Hey, Arushi,” calls out one, “why don’t you pose here? This is the exact spot where Emran Hashmi stood while shooting for Hamari Adhuri Kahani.” A bit of prodding later, the group of 30-somethings reveals they are software professionals from Bengaluru in Dubai for a set-jetting vacation.

The five-day sojourn will see them explore a slew of the city’s sites where some of their favourite flicks have been shot. These include Burj Al Arab (Mission Impossible); Dubai Mall (Vanguard); Downtown Dubai (Star Trek Beyond) and The Atlantis Palm Hotel (Bang Bang and Happy New Year).

Dubai has always had a strong connect with Indian movies. From creating theme parks around Hindi movies to designing Bollywood-themed hotels, the city’s locations have captured cinematic appeal for movie fans for decades. However, it’s not just the Emirati city anymore. Around the world, stakeholders have woken up to a surging trend called set-jetting, or demand for movie-related luxury travel, which involves fans flocking to scenic locations popularised by movies and TV series.

Immersive Travel

The trend began last year and will likely spike in 2024, say luxury travel consultants. From posh Parisian neighbourhoods to Italy’s Amalfi Coast, well-heeled travellers are signing up for destinations inspired by popular movies. Think Sicily (The White Lotus), Paris (Emily in Paris), Romania (Wednesday), Croatia (Game of Thrones), Norway (Mission Impossible), Ireland (Banshees of Inisherin), England (The Crown, Bridgerton) Malta (Gladiator 2), the Scottish Highlands (Outlander), South Korea (Squid Game season two) and Greece (Argylle), to name a few.

Lake Como in Italy is seeing a lot of traction among James Bond fans after Daniel Craig’s appearance in Casino Royale, say agents. Set-jetters are also rooting for Romania. Peppered with classical architecture and infused with old world charm, the offbeat destination was the location for Netflix’s superhit series, Wednesday.

“Post pandemic, well-heeled travellers are seeking unique and immersive experiences that allow them to feel as though they have stepped into the world of their favourite movie characters,” explains Madhavi Advani, founder, Luxury Co., a Delhi-based luxury consultancy. “Binge-watching during the Covid years has triggered this extraordinary trend which helps people explore travel through the prism of OTT content.”

Film and TV settings, which are getting increasingly glamorous, are further fuelling viewers’ excitement to experience these destinations, adds Advani. According to Neil Patil, CEO, Veena World, a global travel company, a host of iconic series, including Game of Thrones and Friends, have transformed their filming locations into pilgrimage sites for fans around the globe. “Medieval castles, rugged coastlines, and historic towns featured in Game of Thrones have seen a significant influx of visitors wanting to experience the fantasy world in reality,” adds Patil.

Similarly, the Friends TV show set, particularly the recreated Central Perk cafe, has become a must-visit for fans, offering them a tangible connection to the popular sitcom. “These locations reinforce that popular culture can have a measurable impact on travel trends, making set-jetting a universal phenomenon that unites fans from different backgrounds in their shared love for these destinations,” elaborates Patil.

Tailwinds for Tourism

Set-jetting is also providing tailwinds to tourism growth while shaping travel itineraries for the affluent. Four Seasons’ Taormina, a five-star Sicilian property that featured in The White Lotus, for instance, comes with a tariff of €2,000 ($2,188) per night. Even so, the property is sold out till 2025, informs a spokesperson.

Of the growth drivers, however, Bollywood has contributed most to transforming filming locations into sought-after set-jetting destinations. Movies such as Zindagi Na Milegi Dobara directed by Zoya Akhtar showcased Spain’s scenic landscapes through a road trip, enticing Indian fans to the country like never before. Earlier, Yash Chopra had famously turned Switzerland into a tourism mecca for movie fans. Imtiaz Ali had similarly spurred the craze for Corsica (France), Czech Republic and Hungary through his movies When Harry Met Sejal, Cocktail and Tamasha.

“Dil Dhadakne Do had a similar impact on cruise tourism,” says Rajiv Pathak, founder, Wanderlust, a Mumbai-based travel consultancy that curates luxury travel destinations for film crews. “The movie’s portrayal of an affluent family tackling interpersonal relationships during a Mediterranean cruise showcasing stunning locales put sea travel on the wish list for millions of Indians.”

Movie Mania

To capitalise on the trend, tourism boards and governments have also initiated partnerships offering tax rebates and discounts to filmmakers, encouraging more film productions, and ultimately attracting more tourists.

Such is the craze for even expensive set-jetting destinations such as New Zealand that its tourism board have crafted movie-specific itineraries for popular hotspots for movie and OTT content enthusiasts. The country’s unique geography, ranging from lush greenery to snow-swathed mountains, has provided the perfect canvas for a variety of films such as The Lord of the Rings and The Hobbit trilogies.

The scenic landscapes featured in movies such as The Hobbit set in Matamata have become iconic landmarks for fans seeking to relive the magic of Middle-earth. Additionally, other productions such as The Chronicles of Narnia and Avatar have further augmented the country’s reputation as a go-to destination for immersive set-jetting experiences, says Rene de Monchy, chief executive, tourism, New Zealand.

“Many international visitors still cite The Lord of the Rings and The Hobbit as a reason for choosing New Zealand as a holiday destination and we love that they’re able to come here and experience Middle-earth themselves. The first season of the Amazon series Rings of Power continues New Zealand’s association as the home of Middle-earth and visitors come to experience otherworldly landscapes we are known for,” adds Monchy.

Rewarding & Memorable

Set-jetting vacations can be expensive and require meticulous planning, but they can also be incredibly rewarding and memorable, say fans. Research conducted by global travel-tech platform Skyscanner with a sample size of 1,000 Indian respondents, highlights that movie and TV show destinations are the primary sources of inspiration for Indian travellers.

The trend, dubbed “Main Character Energy,” reported how travellers sought to immerse themselves in the picturesque settings of their favourite shows and films. According to the survey, 86% of Indian travellers will likely enhance their overseas travel frequency in 2024 with destinations such as Da Nang in Vietnam, Almaty in Kazakhstan, and Baku in Azerbaijan grabbing the top three slots. London comes next, with 43% of Indian travellers getting inspired by The Crown TV series, followed by Paris, with 42% travellers keen to experience the romance of the city as portrayed in Emily in Paris.

With set-jetting set to grow exponentially, companies are trying to leverage business opportunities. The U.A.E.’s Dharma tour company became Netflix’s official partner for Emily in Paris-themed trips that promise to take travellers “to the heart of the Parisian experience”, allowing guests to “channel Emily’s courageous spirit, push boundaries, provoke discovery and champion learning of the best kind”.

London-based immersive luxury travel experience provider Black Tomato’s “The Assignment” is a journey to signature destinations inspired by James Bond movies. The tours wind their way through five countries — the U.K., France, Austria, Italy and Monaco — with accommodation in iconic hotels such as Corinthia in London and Metropole in Monte Carlo where rooms average $1,500 per night. To complete the cultural immersion, guests can also train with a stunt coordinator to “experience the thrills and chills of James Bond’s life”.