Younger travelers are increasingly choosing destinations they have already seen on screen, with both new releases and older films continuing to influence where people go.
Screen-driven travel is becoming a stable part of how people choose destinations. What was once tied to occasional spikes around major releases has developed into a consistent pattern, with travelers actively seeking out real-world locations they recognize from films and television.
Market Growth Reflects Behavior Shift
The scale of this shift is reflected in market growth. The global screen tourism sector was valued at $66 billion in 2025 and is projected to reach $71.4 billion in 2026. Longer-term projections place the market at approximately $145 billion by 2035.
This growth is driven by a clear change in how trips are planned. Around 81% of Gen Z and Millennial travelers report that film and television influence their travel decisions. In practice, this means the starting point is no longer a destination search. Many travelers begin with a place they already recognize, then build the trip around it.
Older Films Continue to Drive Demand
The impact is not limited to new releases. Older films continue to generate steady interest, particularly in cities that appear repeatedly across decades of production.
Los Angeles and New York remain two of the most persistent examples. Their streets, neighborhoods, and landmarks have been used across a wide range of films and series, creating a level of familiarity that does not fade after a single release.
In Los Angeles, this effect is visible across locations used in widely recognized comedies and long-running productions. Readers looking to connect those on-screen settings to real places can trace them through guides such as the Just Go With It filming locations guide, which follows multiple coastal and city locations featured in the film.
In New York, the same pattern holds across residential streets, parks, and everyday city backdrops that continue to appear on screen. Guides like the Anger Management filming locations guide map recognizable spots tied to familiar scenes, showing how older productions remain relevant for travel planning.
Each new production reinforces what viewers have already seen, making these locations easier to recognize and more likely to be searched later. This accumulated exposure is what keeps demand stable. Locations do not rely on a single title but benefit from repetition over time.
Short-Term Spikes Still Reshape Destinations
At the same time, newer productions can still generate sharp increases in demand. The second season of The White Lotus, set in Sicily, led to a significant rise in travel interest, with demand increasing by roughly 300% and hotel inquiries at key filming locations rising by more than 100% shortly after release.
This type of shift shows how quickly perception can change. A destination that is already known can be repositioned through on-screen exposure, drawing attention to specific places rather than the region as a whole.
Upcoming releases are expected to produce similar effects. The live-action Moana, scheduled for release in 2026 and filmed largely in Hawaii, is likely to increase interest in Polynesian destinations, particularly Hawaii and Samoa. In these cases, exposure does not create awareness from scratch but redirects attention toward specific landscapes and experiences.
A Stable Pattern, Not a Short-Term Trend
What connects these patterns is consistency. Once a place has been seen on screen, it remains part of how people evaluate travel options.
Older films continue to circulate through streaming platforms and social media, keeping locations visible long after their original release. At the same time, new productions introduce additional destinations and reinforce existing ones.
As a result, set-jetting is no longer tied only to major premieres or short-lived spikes. It is becoming a standard part of how destinations gain and maintain attention over time.
About Adventure Chest
Adventure Chest is an independent travel publication covering filming locations and real-world destinations connected to film and television. The site provides location-based guides that help readers identify and visit places they have seen on screen. More information is available at Adventure Chest.
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