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Set-Jetting Tourism Booms, Sparking Concerns Over Overtourism at Popular Film Sites

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01 October 2025

Set-Jetting Tourism Booms, Sparking Concerns Over Overtourism at Popular Film Sites

Cultural tourism

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Aerial view of a city in Sicily

Pandemic-era binge-watching and eased travel rules have propelled set-jetting tourism, drawing crowds to iconic film locations worldwide. While these destinations enjoy burgeoning client interest, overwhelmed infrastructure and environmental concerns prompt local pushback.

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Euronews

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Euronews

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Austria

Croatia

France

Italy

Romania

Switzerland

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Destination Management & Marketing Organisations

  • Specific types of tourism

    • Cultural tourism

    • Urban/city tourism

  • Transition Pathway Strategic Areas

    • Governance of tourism destinations

    • R&I on climate-friendly tourism

    • Tourism strategies

    • Well-being of residents

  • Business activities

    • Activities of associations and other organisations supporting tourism

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Set-jetting, a travel trend powered by film and TV series locations, is causing a surge of tourists exploring places like Hallstatt in Austria and Taormina in Sicily. This phenomenon sees destinations flooded with visitors keen to recreate scenes from their favorite shows like 'The White Lotus', 'Bridgerton', or K-dramas, raising issues regarding sustainable tourism management. In destinations like Hallstatt and Dubrovnik, the influx compromises infrastructure, disrupts resident life, and leads to severe environmental impacts, necessitating measures like visitor caps and area closures.

Despite these challenges, countries like France are taking proactive steps to manage tourism through investments in sustainable practices and infrastructure upgrades. As shows continue to inspire travel, the balance between tourism opportunities and preserving local environments remains critical.

For more information and a deeper dive into these dynamics, please refer to the original article.

#Sustainable tourism #Responsible travel #Sustainable destinations #Tourism development #Community engagement #Green hospitality

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