From the Scotsman, “TOURIST locations are seeing up to a 30 per cent surge in bookings from “set-jetters”, who like to visit places depicted in films, it was revealed yesterday”.
For those not familiar with the term or experiencing “set jetting.” Traveling to the place of your favorite movie or a location of a great novel and experiencing it yourself while envisioning the scenes.
Set-jetters are people who fall in love with parts of the world, having seen them in movies and read about them in books and go there on holiday.”
He went on: “I think set- jetting may be part of a broader trend. We have more access to celebrities than ever before and that is reflected in a growing desire to visit the parts of the world they make famous.”
From the Emedia Wire, Destinations Predict Sales Boost from Set Jetters.
Recent reports in the rise in “set-jetting” may have been taken by some with a pinch of salt. But the phenomenon, where tourists include location visits from their favorite novel or film in their holiday plans, is being taken very seriously indeed within the travel industry, with hotels including the expected boost from this latest trend into their projected sales for 2006.
Other such popular destinations of “Set Jetting” that have seen rises in tourism and rise in business.
Hotels in Prague, anticipating the release of the new Terry Gilliam film “The Brothers Grimm”
Destinations such as Salzburg have traditionally prospered from the success of popular films like “The Sound of Music”, …
Rome and Venice, always popular cities in their own right, benefited from a surge of interest following their roles in “The Talented Mr. Ripley” starring Matt Damon and Jude Law.
The German capital is, among other destinations, the setting for John le Carré’s latest page turner turned blockbuster, “The Constant Gardener”, which hits the big screen in October.
Favorite spots last year included New Zealand, heavily featured in The Lord of the Rings trilogy, Phi-Phi Island in Thailand, the setting of The Beach, and Kefalonia, the Greek Island made famous by Louis de Bernière’s novel Captain Corelli’s Mandolin, and its subsequent film version starring Nicholas Cage and Penelope Cruz.
Europeans tend to “set jet” the most and just look at the reported numbers:
· 27% of Britons say they have chosen holiday destinations as a result of reading about them in a novel or seeing them in a movie or TV series.
· 30% of people are more interested in visiting New Zealand as a direct result of watching the Lord of the Rings films.
· The Beach, starring Leonardo DiCaprio, has boosted Thailand’s popularity by 19%.
· 14% of Britons say they now plan to visit the California wine country having been inspired by the comedy Sideways.
· The Motorcycle Diaries, a film adaptation of Che Guevara’s journals written while traveling in South America, has put Bolivia on the tourist map for Britons.
· The Harry Potter movies have boosted tourism in the Northumberland area by 16%, while the film Calendar Girls has secured a 15% tourism rise for the Yorkshire Dales.
· The biggest UK set-jetters are those from the north-east of England, where 43% say their travel choice is influenced by movies and books.