A new travel trend is capturing the imagination of residents in the UAE, mirroring a global shift in how people choose their vacation destinations. The phenomenon, known as “set-jetting,” involves travelers planning their trips around locations featured in popular films and television series.
According to a recent report from the Expedia Group, a staggering 81% of UAE residents have been inspired to visit a destination after seeing it on screen. Industry experts predict this trend is not just a passing fad but a major force in tourism, with the potential to grow into an $8 billion industry by 2026. The power of visual media is directly influencing travel itineraries, with destinations from recent Netflix hits seeing a significant surge in interest.
The report highlights that travelers from the UAE are currently most drawn to the sun-drenched landscapes of Tuscany, the iconic islands of Greece, and the pristine beaches of Palawan in the Philippines. European countries like Ireland and Scotland, famous for “Game of Thrones,” and Spain, featured in “Money Heist,” also rank highly. The trend is further fueled by the accessibility and favorable visa conditions of many Far Eastern locations.
Beyond set-jetting, the Expedia report reveals other key trends shaping travel from the UAE. About 86% of respondents are interested in attending international sporting events, from sumo wrestling in Japan to Muay Thai in Thailand. Furthermore, 81% are embracing “hotel hopping” — booking multiple accommodations in one city to explore different neighborhoods or balance luxury with budget. A significant 84% are also seeking quieter, nature-focused getaways like literary retreats and farm stays, indicating a growing desire for meaningful and restorative travel experiences.
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