by Natasha Lair
Last updated: 11:55 AM ET, Tue August 25, 2026
Set-jetting, the practice of planning travel around locations featured in movies and television series, continues to provide inspiration for travellers, with new and upcoming releases putting destinations including Morocco, Croatia, Greece and France in the spotlight.
For travel advisors, the trend offers an opportunity to turn a client's interest in a favourite show or film into a broader itinerary built around culture, history, food and experiences beyond what appeared on screen.
Luxury tour operator Unforgettable Travel has highlighted several destinations connected to recent and upcoming productions, including Outer Banks, Christopher Nolan's The Odyssey and The White Lotus.
Morocco: From the Screen to the Souks
The final season of Netflix's Outer Banks takes viewers to Morocco, with Essaouira providing the backdrop for coastal and city scenes and the Ouarzazate region standing in for the series' desert landscapes.
But travellers don't need to recreate the Pogues' treasure-hunting exploits to experience the locations.
Essaouira offers a combination of Atlantic coastline, historic ramparts and a UNESCO-listed medina, while Ouarzazate and the surrounding region provide a gateway to Morocco's desert landscapes and kasbahs.
Unforgettable Travel's eight-night Morocco Coastal Escape focuses on the country's coastline, while its 11-night Signature Tour of Morocco combines mountains, desert and coastal destinations.
Dubrovnik: A Familiar Face on Screen
Croatia's Dubrovnik has become one of the world's most recognizable screen destinations, and Outer Banks is the latest production to make use of its historic streets.
Scenes take viewers through the city's Old Town, including Stradun, Luža Square, Sponza Palace and the Jesuit Staircase.
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For travellers, the appeal extends well beyond spotting filming locations. Dubrovnik can serve as the starting point for a broader Croatian itinerary combining history, food, islands and time on the Adriatic.
Unforgettable Croatia offers both land and sea itineraries in the country, allowing travellers to incorporate Dubrovnik into a larger exploration rather than simply checking off filming sites.
Greece: Following in Odysseus' Footsteps
Set-jetting isn't limited to contemporary television.
Christopher Nolan's The Odyssey is providing another reason for travellers to look to Greece, this time through the lens of Homer's ancient epic.
Unforgettable Greece has developed a 15-day Greek Odyssey itinerary inspired by Odysseus' journey. Beginning in Athens, the trip includes the Acropolis and Temple of Poseidon before continuing to Corfu, Meteora, Delphi and Olympia.
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It concludes in Kefalonia and Ithaca, traditionally associated with Odysseus and his return home.
The itinerary illustrates how pop culture can provide an entry point into a much deeper travel experience. Travellers drawn to Greece because of a movie can ultimately explore thousands of years of mythology, archaeology, local communities and history.
France Gets the White Lotus Treatment
Few television shows have demonstrated the tourism power of set-jetting quite like HBO's The White Lotus, which has previously turned attention toward Hawaii, Sicily and Thailand.
With France connected to the show's next chapter, Unforgettable Travel has created a 15-day Paris, Aix-en-Provence, St. Tropez & Nice: Luxury Escape.
The private itinerary begins in Paris before travelling by rail to Provence and continuing to the French Riviera, including Saint-Tropez, Nice and Cap-Ferrat.
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Experiences include a private Versailles visit, a vineyard stay in Aix-en-Provence and optional private yacht charters.
Rather than attempting to recreate a television plot, the itinerary takes the elements viewers associate with The White Lotus - luxury hotels, distinctive settings and escapism - and uses them as the starting point for a trip.
The Takeaway for Travel Advisors
The appeal of set-jetting goes beyond visiting the exact place where a scene was filmed.
Movies and television can introduce travellers to destinations they hadn't previously considered, while giving advisors an opening to build a richer itinerary around that initial spark of interest.
A client may arrive wanting to walk the streets they saw in Outer Banks, follow Odysseus through Greece or experience White Lotus-style France. The advisor's opportunity is to take that inspiration further, connecting the screen location with the destination's history, food, culture and experiences that never made it into the final cut.
The show may inspire the booking. The destination still has to deliver the story.
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