Are you planning a getaway with grown-kids, grand-kids, and maybe even your siblings? Whether you’re an empty-nester striking off a “bucket-list” trip or gathering three generations for something memorable, this year’s travel vibes lean toward two big movements: emerging destinations and set-jetting. That’s right: travel locations that are newly trending + places you’ve seen on screen and are dying to experience in real life.
Below, we’ll dive into what’s driving these trends, why they matter for you, and how you can tap into them for an unforgettable family trip.
What are “emerging destinations” & “set-jetting”?
Let’s define our terms:
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Emerging destinations are places that until recently flew under the radar, but are seeing rapid growth in interest, often because of new infrastructure, cultural launches, or simply because someone had to go there first.
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Set-jetting refers to traveling to a location because it served as a filming location for a favorite film or TV series. The term “film-induced tourism” or “location tourism” is closely related. Wikipedia+1
In other words: part discovery-trip, part fan-moment. The trend has grown big. According to Expedia’s Unpack’25 report, it’s now a multi-billion-dollar industry in the U.S. alone, and 81% of Gen Z and Millennial travelers say they plan trips based on what they’ve seen on screen.
For our audience of empty-nesters, grandparents, adult children and their families, these trends open the door to fresh, engaging travel choices: off-the-beaten-path locales with new energy, or iconic film-inspired spots where everyone can share in the inspiration and the memories.
Why this decade is perfect for these kinds of trips
Here are some of the reasons these trends are gaining momentum, and why they’re especially ripe right now:
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Search behaviour is changing. As streaming services fire out hit shows and major films keep referencing exotic locations, travelers are more motivated by story and visuals. “I want to go there because I saw it” is becoming a legitimate travel driver.
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Emerging destinations offer value + novelty. Instead of the hundredth trip to Paris or Rome, families are open to destinations that feel fresh, less crowded, and budget-friendly, especially when one generation is treating the others.
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Multi-gen travel wants meaning + memory. When you’re traveling with grandparents and grandkids, or adult siblings, the story around the destination matters: “We walked the path from the movie…” “We discovered this place before it gets crowded…” These become bonding points.
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Technology and access make it easier. Flights are more accessible, knowledge of off-the-radar places is shared via social media/influencers (which you know well), and infrastructure in many “emerging” spots is catching up.
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Content-driven destinations = marketing magic. For instance, the town of Taormina in Sicily saw a >300% spike in Google searches after the hit series The White Lotus filmed there.
Top destination picks for 2025 & beyond
Here are a few travel-ideas that fit this “emerging + set-jetting” category, especially good for inter-generational groups:
1. Yorkshire Dales, UK
This scenic region of England is highlighted in recent trend-reports as a top upcoming “set-jet” spot, thanks to film adaptations like Wuthering Heights and the final season of Downton Abbey. The charm? Rolling countryside, accessible from major UK hubs, and plenty of family-friendly country houses and manor-stays that work for grandparents and kids alike.
2. Peloponnese, Greece
An emerging favorite for 2026 set-jetters, thanks to upcoming film releases and renewed interest in Greek heritage locations. Think spacious villas near olive groves, ancient ruins for the history-buff grandparent, and beach time for the grandkids.
3. Cape Town, South Africa
Rise of set-jetting into South-Africa is real. For instance, segments of the show One Piece spurred interest in Cape Town. KLEBER GROUP Offerings: kid-friendly penguin beaches, grandparents loving story-rich heritage tours, and adult-kids down for the wine-&-view scene.
4. Taormina, Sicily
As mentioned above, the filming of The White Lotus rocketed Taormina into travel-spotlight. belmond.com For your group: colorful town, walkable old-town for parents/older travellers, beautiful coast for younger ones, a sweet multi-gen pick.
How you can plan a trip around this trend
Tip 1 – Pick the story first
Decide what kind of “inspiration” you’re after, a feel-good show backdrop (think Amalfi or rural UK), an adventure/family-friendly vibe (beaches, outdoors), or a cultural treasure. Then pick the destination that offers that story plus comfort for older/younger travelers.
Tip 2 – Mix in comfort and novelty
Emerging destinations often mean fewer crowds and lower prices, great. But check that the infrastructure (transportation, lodging) works for a multigenerational group. Compute how far the rental, airport, etc are. Balance “novel” with “comfortable”.
Tip 3 – Build free time around the show-spot
Once you’ve chosen a “set-jet” destination, schedule time to do the scene (visit the actual spots from the film/show) and then time to chill. Grandparents might prefer a leisurely villa pool day while adult kids and grandkids explore. Balance the excitement with the downtime.
Tip 4 – Book smart, sooner than later
Emerging destinations often benefit from being ahead of the rush. As they become trendy, prices and crowding follow. Lock in the lodging once your dates align. Film-tourism spikes often happen post-release of popular shows, better to catch before full fandom hits. Travel Agent Central+1
Tip 5 – Tell the story
When you get home, you’ll have more than “great trip”, you’ll have a narrative. “We stood where the camera zoomed in…” or “We walked the path from that movie scene…” This adds value for everyone involved and for sharing your journey (if you do social content too, which I know you do!).
As you plan your next big group escape, whether it’s empty-nesters finally saying yes to the grandkids’ invite, or siblings + parents + kids assembling for a memory-making trip, don’t just think destination in the generic sense. Think emerging destinations and set-jetting experiences: fresh places with a story behind them, built for modern memories and multi-generational comfort.
You’ll deliver something more than a “nice vacation”, you’ll deliver an experience that blends novelty, story, comfort, and connection. Picture grandparents telling the tale of why you chose that remote coast, adult children exploring local culture, grandkids snapping pics where the film scene happened. That’s the magic of this travel moment.
So pull out the calendar, gather your group, set the story and then set the flight. The next “hidden gem + on-screen inspiration” destination awaits.
