Game of Thrones- und Outlander-Fans überschwemmen Drehorte mit „Set-Jetting“

*Sarah Rappaport for Bloomberg News*

According to a 2026 forecast by Expedia Group, a whopping 81% of Gen Z and millennial travelers plan vacations based on locations featured in film and television, a practice known as “set-jetting.” It’s a share that has grown rapidly. Just three years ago, American Express Travel suggested 70% of younger people plan trips based on what they see on their screens. Before the pandemic, only a handful of influential shows — like Game of Thrones or Downton Abbey — had demonstrated the power to mobilize droves of travelers.

With Gen Z and millennials representing the largest share of tourists, set-jetting is now impossible to ignore. These trips are estimated to contribute some $8 billion just from US travelers alone, says Expedia, and one insurer sees the value growing to as large as $145 billion globally by 2035. What’s less discussed: the environmental impact and the ways that set-jetting is fanning the flames of overtourism.

Take Rome, a city that’s seemingly buckling under the weight of its tourism industry and where the historic center has turned into something of a Disneyland. It was already a popular destination for users of the luxury travel platform Little Emperors, says founder Rebecca Masri. And yet, after the Netflix hit Emily in Paris which appeals to a younger demographic of viewers featured the city in a few episodes in December, she saw a 70% increase in searches to the destination on her website’s booking portal.

[Read the full dispatch here.](https://www.bloomberg.com/news/articles/2026-02-26/game-of-thrones-outlander-fans-overrun-filming-locations-with-set-jetting?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc3MjIxNTc1MCwiZXhwIjoxNzcyODIwNTUwLCJhcnRpY2xlSWQiOiJUQjFWOVlLR0NURlAwMCIsImJjb25uZWN0SWQiOiJEMzU0MUJFQjhBQUY0QkUwQkFBOUQzNkI3QjlCRjI4OCJ9.us_-NNuYAWyoc3e-H_E-CBFTfeVt7Ef5rgC9o-eFhms)