Set Jetting Trend Boosts Tourism in North Wales Hotspots

The phenomenon of set jetting, where travelers visit locations featured in films and TV shows, is significantly impacting tourism in North Wales. As interest in these sites grows, local businesses are experiencing a surge in bookings and foot traffic, particularly from younger generations eager to explore the landscapes they have seen on screen.

Expedia Group has highlighted this trend, noting that searches for locations like Hawaii and Sicily increased by more than 300% after appearing in the HBO series The White Lotus. Their research indicates that by 2025, approximately 53% of travelers will choose destinations based on their favorite movies and shows. This influence is even more pronounced among Gen Z and Millennials, with 81% indicating that such media plays a crucial role in their travel decisions.

North Wales: A Cinematic Playground

North Wales has embraced this shift, with organizations like Visit Wales partnering with VisitBritain to promote the region’s scenic locations featured in popular productions. The HBO series House of the Dragon, for example, utilized several stunning locations in Anglesey and Gwynedd, including the dramatic Dinorwig Quarry. Eryri, known as Snowdonia, has a rich cinematic history, attracting filmmakers for decades. The national park has served as a backdrop for iconic films such as From Russia with Love and The World is Not Enough.

Local hotels are quick to capitalize on this set jetting trend. The Plas Weunydd hotel near Blaenau Ffestiniog has found that Gwynedd’s landscapes appeal to a wide range of visitors, not just film enthusiasts. A hotel representative remarked on the region’s ability to inspire adventure, stating, “You can channel your inner Geralt and trek across the rugged terrain to spot Dolbadarn Castle or the glassy waters of Llyn Padarn, both used in The Witcher Season 4.”

A Cultural Shift in Tourism

Research from VisitBritain suggests that over 90% of potential visitors to the UK are interested in incorporating film and television locations into their travel plans. While the trend is less pronounced for staycations, nearly 20% of UK holidaymakers are keen to visit Welsh sites featured in various media.

Anticipation is building for the release of the Sky crime drama Under Salt Marsh, starring Jonathan Pryce and Kelly Reilly, set to premiere on January 30, 2025. Locations like Fairbourne, Barmouth, and Aberffraw are expected to attract fans eager to explore the settings.

One of the most notable success stories is Barry Island in the Vale of Glamorgan, which has become a cultural landmark thanks to the BBC series Gavin and Stacey. Over 17 years, the show has brought thousands of fans to the area, many of whom visit iconic spots like Marco’s Café, where they can pose for photos with cast memorabilia. Owner Marco Zeraschi reports that the increase in visitors has allowed him to hire more staff, calling the boost to business “phenomenal.”

As the set jetting trend continues to influence travel choices, North Wales is poised to benefit from the intersection of film and tourism, showcasing its breathtaking landscapes and rich cultural heritage to a global audience.