Set-jetting is travel driven by a series or a film — and in 2025-2026 it became a market force. The White Lotus S2 turned Taormina into a double-decker tour-bus hell. S3 did the same to Koh Samui. Bridgerton clogged Bath. House of Dragon pushed Cáceres to capacity in July. This guide maps the 8 shows pulling the most travel today, lays out the 6-month rule to dodge peak crowds, and offers alternatives that deliver the same backdrop without the selfie line.
14 min read
You've seen the Instagram post. Couple posing in the exact infinity pool of the Four Seasons Koh Samui. Or under the wide white staircase of Trujillo, where House of Dragon filmed. Or at the circular entrance of Severance's Lumon building in New Jersey. That's set-jetting — travel whose primary motivation is to physically stand where the show was shot.
The phenomenon isn't new. The Lord of the Rings turned New Zealand into a permanent destination. Game of Thrones filled Dubrovnik. Sex and the City made a two-hour Manhattan tour a durable product. But the speed has changed. Today, weeks — not years — separate a premiere from the first line of tourists.
Expedia called the movement "screen tourism" in its 2024 report and found that 66% of global travelers had considered visiting a film or series location in the previous year. For Gen Z and millennials it climbs to 80%.
Winners: hotels and operators that get on the "filming locations" list early. Losers: the destination itself, when local infrastructure was never built for the volume. That's where The White Lotus effect comes from.
What is The White Lotus effect
TL;DRThe term came from Wailea, Maui, after season one (2021). The Four Seasons Maui became a pilgrimage. Bookings rose roughly 300% in three months. Great for the hotel, bad for the island — already wrestling with a housing crisis pre-2023 fires.
The term came from Wailea, Maui, after season one (2021). The Four Seasons Maui became a pilgrimage. Bookings rose roughly 300% in three months. Great for the hotel, bad for the island — already wrestling with a housing crisis pre-2023 fires.
Season 2 spotlighted Taormina, Sicily. The San Domenico Palace became Italy's most photographed hotel in 2023. In July of that year the town — population around 10,000 — was hosting 50,000 tourists a day. The mayor publicly asked HBO not to come back.
Season 3, in 2025, picked Koh Samui, Phuket and Koh Phangan in Thailand. Result by October 2025, three months after the finale: Koh Samui hotel occupancy jumped from 60% (2024 average) to 91%. Four Seasons nightly rates went from USD 1,400 to USD 2,800 in high season. Anantara Phuket Layan reported 35% more demand. "White Lotus Sites" tours run USD 180-250 per person.
The cycle is predictable. The show premieres, the algorithm pushes viral clips for 4-6 weeks, travel agencies build packages within 8 weeks, the first tourists arrive in 3-4 months, peak crowd lands between months 6 and 12. Whoever understands this calendar knows there are two smart windows: before (premiere to month 4) or after (month 14 onward).
The 8 shows driving travel in 2025-2026
TL;DRQuick table to scan before diving in: | Show | Base city | Best month to go | Current crowd | No-hype alternative | |------|-----------|------------------|----------------|--------------------| | The White Lotus S3 | Koh Samui, Thailand | May-June 2026 | Critical | Koh Yao Noi | | Severance | Holmdel, NJ (USA) | April-October | Low | Newark museums | | The.
Quick table to scan before diving in:
| Show | Base city | Best month to go | Current crowd | No-hype alternative |
|---|---|---|---|---|
| The White Lotus S3 | Koh Samui, Thailand | May-June 2026 | Critical | Koh Yao Noi |
| Severance | Holmdel, NJ (USA) | April-October | Low | Newark museums |
| The Bear | Chicago, USA | September-October | Medium | Pilsen district |
| The Last of Us | Calgary/Canmore, Canada | June-September | Low-medium | Drumheller badlands |
| House of Dragon S3 | Cáceres/Trujillo, Spain | April, October | High in summer | Sevilla |
| Black Doves | Hampstead, London | Autumn | Very low | go now |
| Bridgerton S4 | Bath, England | March, November | Critical in summer | Lacock |
| Squid Game S3 | Seoul + Jeju, Korea | April-May, October | Medium | Busan |
Now the detail.
1. The White Lotus S3 — Thailand (premiered February 2025)
TL;DRReal locations: Four Seasons Resort Koh Samui (season hub), Anantara Mai Khao Phuket Villas, Anantara Bophut Koh Samui, Rosewood Phuket, Tianlóng Bay (Koh Phangan, meditation scenes). How to visit: Four Seasons nightly rate in May 2026 — between USD 1,800 and USD 2,400 (White Lotus effect tax baked in).
Real locations: Four Seasons Resort Koh Samui (season hub), Anantara Mai Khao Phuket Villas, Anantara Bophut Koh Samui, Rosewood Phuket, Tianlóng Bay (Koh Phangan, meditation scenes).
How to visit: Four Seasons nightly rate in May 2026 — between USD 1,800 and USD 2,400 (White Lotus effect tax baked in). Day pass for non-guests: USD 250 with lunch, and you still have to book 60 days out. Anantara Bophut runs USD 450 a night, same coastal scenery, none of the frenzy.
Best month: May and June 2026 — end of high dry season, before monsoon, the window where S3 hype starts to cool.
Expected crowd: Critical through April 2026, high through December 2026.
No-hype alternative: Koh Yao Noi. Same archipelago, direct view of Phang Nga Bay, 50 minutes by speedboat from Phuket. Six Senses Yao Noi runs about USD 950 a night. Same vibe, zero pilgrims.
2. Severance — New Jersey, USA (S2 premiered January 2025)
TL;DRReal location: Bell Works in Holmdel, NJ — former Bell Labs renovated by Eero Saarinen. It's the show's "Lumon Industries". Not a studio: a building open to the public Monday to Friday, with cafés, shops and the famous cylindrical atrium.
Real location: Bell Works in Holmdel, NJ — former Bell Labs renovated by Eero Saarinen. It's the show's "Lumon Industries". Not a studio: a building open to the public Monday to Friday, with cafés, shops and the famous cylindrical atrium.
How to visit: 50 minutes by car from Manhattan. Free entry. Self-guided tours via Bell Works app. Nearby hotel: Sheraton Eatontown (~USD 180/night).
Best month: April to October. In winter the atrium looks identical, but the NY drive picks up snow.
Expected crowd: Low. Severance hasn't yet flipped into mass tourism — niche set-jet. Golden window: go now before S3 premieres.
Alternative: Newark Museum of Art — similar modernist architecture, no show baggage.
3. The Bear — Chicago (S4 expected 2026)
TL;DRReal locations: Mr. Beef on Orleans (original inspiration for The Original Beef of Chicagoland), Pequod's Pizza, Kasama, Pasta Pasta, Lao Peng You. The Bear isn't a backdrop — it's real food. How to visit: Direct flight to Chicago via American or United, USD 700-1,200 in May 2026.
Real locations: Mr. Beef on Orleans (original inspiration for The Original Beef of Chicagoland), Pequod's Pizza, Kasama, Pasta Pasta, Lao Peng You. The Bear isn't a backdrop — it's real food.
How to visit: Direct flight to Chicago via American or United, USD 700-1,200 in May 2026. A 4-day itinerary covers the highlights. Mr. Beef has a 40-90 minute line.
Best month: September-October. Good weather, none of the winter freeze, none of July's humid heat.
Expected crowd: Medium. The Bear doesn't trigger the White Lotus effect because Chicago is big enough to absorb. But Mr. Beef became unworkable at lunch.
No-hype alternative: Pilsen district. Mexican-American neighborhood with long culinary tradition, restaurants of the same intensity and quality, no tourist line.
4. The Last of Us — Alberta, Canada (S2 premiered April 2025)
TL;DRReal locations: Calgary, Canmore, Kananaskis Country, Drumheller, Fort Macleod, Waterton Lakes National Park. Post-apocalyptic backdrops shot in real Alberta landscape. How to visit: Flight to Calgary via Toronto, USD 900-1,400. Car rental essential — USD 70/day. Banff and Lake Louise sit on the natural route and cover other locations.
Real locations: Calgary, Canmore, Kananaskis Country, Drumheller, Fort Macleod, Waterton Lakes National Park. Post-apocalyptic backdrops shot in real Alberta landscape.
How to visit: Flight to Calgary via Toronto, USD 900-1,400. Car rental essential — USD 70/day. Banff and Lake Louise sit on the natural route and cover other locations.
Best month: June to September. Winter has cinematic snow but closed trails and poor visibility.
Expected crowd: Low-medium. Alberta was already an established destination. The Last of Us added ~15% demand in 2025, but didn't saturate.
No-hype alternative: Drumheller badlands. Used as dystopian location in some scenes, still off the main circuit. Hoodoos, Dinosaur Trail, Royal Tyrrell Museum.
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5. House of Dragon S3 — Spain + Portugal (premiere expected 2026)
TL;DRReal locations: Cáceres (Old Town, Plaza de San Jorge), Trujillo (Plaza Mayor, Castle), Mérida (Roman Theatre), Monsanto in Portugal (Pedra Solar = Dragonstone exteriors), Sintra (Pena Palace and Quinta da Regaleira for sequences). How to visit: Base in Madrid or Lisbon, 7-10 day road trip.
Real locations: Cáceres (Old Town, Plaza de San Jorge), Trujillo (Plaza Mayor, Castle), Mérida (Roman Theatre), Monsanto in Portugal (Pedra Solar = Dragonstone exteriors), Sintra (Pena Palace and Quinta da Regaleira for sequences).
How to visit: Base in Madrid or Lisbon, 7-10 day road trip. Car rental USD 55/day. Boutique hotel in Cáceres (Atrio Restaurante Hotel, 3 Michelin stars) ~EUR 450/night; mid-range EUR 120-180.
Best month: April and October. Summer (June-August) hits 38-42°C in Extremadura, and HBO has confirmed filming, which means more area closures.
Expected crowd: High in summer 2026. Cáceres has only about 2,000 hotel rooms — when S3 premieres, it saturates.
No-hype alternative: Sevilla. Big city, same Moorish-medieval visual vocabulary (Real Alcázar, Plaza de España — already a Star Wars set). Robust hotels, more direct flights. Captures the aesthetic without the bottleneck.
6. Black Doves — London (premiered December 2024)
TL;DRReal locations: Hampstead Heath, Soho, Covent Garden, residential streets of Belsize Park. Spy series set against a stylised London Christmas. How to visit: London at Christmas was already a destination — Black Doves just intensified appeal in the north. Base hotel in Hampstead (The Holly Bush Inn or The Wells) ~GBP 250/night.
Real locations: Hampstead Heath, Soho, Covent Garden, residential streets of Belsize Park. Spy series set against a stylised London Christmas.
How to visit: London at Christmas was already a destination — Black Doves just intensified appeal in the north. Base hotel in Hampstead (The Holly Bush Inn or The Wells) ~GBP 250/night. Tube reaches every location.
Best month: October to December to catch the show's mood. Hampstead Heath shines in autumn.
Expected crowd: Very low outside Christmas. Hampstead never became a mass tourist pin.
Alternative: go now. Best golden window on this list.
7. Bridgerton S4 — Bath and Castle Howard, England (premiere expected 2026)
TL;DRReal locations: Bath (Royal Crescent, Bath Street, Holburne Museum as the Bridgerton house exterior), Castle Howard (Yorkshire — Clyvedon Castle), Lacock Village (Wiltshire), Greenwich, Hampton Court. How to visit: Bath is a direct train from London Paddington, 1h30. The Royal Crescent Hotel ~GBP 550/night.
Real locations: Bath (Royal Crescent, Bath Street, Holburne Museum as the Bridgerton house exterior), Castle Howard (Yorkshire — Clyvedon Castle), Lacock Village (Wiltshire), Greenwich, Hampton Court.
How to visit: Bath is a direct train from London Paddington, 1h30. The Royal Crescent Hotel ~GBP 550/night. Castle Howard is in Yorkshire, needing a car or full-day tour from York.
Best month: March or November. Summer (June-August) is worst — Bath has 26,000 residents and pulls 6 million tourists/year. With Bridgerton S4 premiering, it multiplies.
Expected crowd: Critical in summer 2026.
No-hype alternative: Lacock Village. Setting for Bridgerton, Harry Potter, Pride and Prejudice 1995. Whole village preserved from the 18th century. Stays quiet because there's no hotel capacity — visitors come on day trips from Bath. Go midweek outside holidays and you'll have the scene to yourself.
8. Squid Game S3 — South Korea (premiered June 2025)
TL;DRReal locations: Seoul (Mangwon Market, COEX, industrial areas of Mapo-gu), Jeju Island (the leader's "hideout"), Daejeon (industrial facilities used as the prison). How to visit: Flight to Seoul via Doha or Frankfurt, USD 1,400-2,000. Official Squid Game Experience in Seoul, ~USD 35.
Real locations: Seoul (Mangwon Market, COEX, industrial areas of Mapo-gu), Jeju Island (the leader's "hideout"), Daejeon (industrial facilities used as the prison).
How to visit: Flight to Seoul via Doha or Frankfurt, USD 1,400-2,000. Official Squid Game Experience in Seoul, ~USD 35. Thematic tours USD 80-120.
Best month: April-May (cherry blossoms) or October (autumn foliage). Avoid July-August (monsoon).
Expected crowd: Medium. Korea is already an established destination; Squid Game added demand but Seoul absorbs it.
No-hype alternative: Busan. Korea's second city, port vibe, comparable cuisine, no set-jet hype.
The 6-month rule: when to watch vs when to travel
TL;DRHere's the trick few guides mention. Tourism pressure doesn't peak with the premiere. It peaks with the "afterglow" — when the algorithm has finished distributing content, agencies have built packages, influencers have shot their clip, and the average traveler has decided to go.
Here's the trick few guides mention.
Tourism pressure doesn't peak with the premiere. It peaks with the "afterglow" — when the algorithm has finished distributing content, agencies have built packages, influencers have shot their clip, and the average traveler has decided to go.
Typical timeline:
- Month 0-3 post-premiere: Digital hype. Few tourists on-site yet.
- Month 3-6: Influencers filming, packages start selling. Pressure rising.
- Month 6-12: Visit peak. Hotels charging premium. Scenery jammed.
- Month 12-18: Stabilises at 30-50% above pre-show baseline.
- Month 18+: Gradual decline, unless a new season drops.
Smart move: travel between month 1 and month 4 (you've watched, no one else has gone) or wait for month 18+. Worst time is month 8-10.
How to capture a crowd-free photo
TL;DRCrowds run on industrial schedule. Tours leave 9-10am. Restaurants fill 12:30-2pm and 7-9pm. Recipe for a clean shot: 1. Sunrise +/- 30 minutes. Arrive 45 minutes before sunrise. Most spots stay empty until 8-9am. At Bath Royal Crescent in June, that means 6:15am.
Crowds run on industrial schedule. Tours leave 9-10am. Restaurants fill 12:30-2pm and 7-9pm.
Recipe for a clean shot:
- Sunrise +/- 30 minutes. Arrive 45 minutes before sunrise. Most spots stay empty until 8-9am. At Bath Royal Crescent in June, that means 6:15am.
- Weekday, Tuesday or Wednesday. Saturdays and Sundays double the crowd.
- Bad weather window in the morning. Drizzle scares off selfie tourists and gives the scene back.
- Local lunch hour. In Cáceres from 2-4pm, Spaniards eat and rest — Plaza Mayor empties.
- Wide lens + patience. 24mm captures the whole scene, and within 30 seconds a gap between tourists appears.
Set-jet packages vs DIY: what it really costs
TL;DRSpecialist operators (Black Tomato, Audley Travel, Brown + Hudson) charge USD 2,500-5,000 per person for a 7-10 day curated "set-jet" package. What's included: Local guide with access to closed locations Priority booking at scenery hotels Private transfer Off-menu experience (e.g., dinner with a chef who appeared in The Bear, or a tour with the production designer) DIY equivalent runs USD.
Specialist operators (Black Tomato, Audley Travel, Brown + Hudson) charge USD 2,500-5,000 per person for a 7-10 day curated "set-jet" package. What's included:
- Local guide with access to closed locations
- Priority booking at scenery hotels
- Private transfer
- Off-menu experience (e.g., dinner with a chef who appeared in The Bear, or a tour with the production designer)
DIY equivalent runs USD 1,200-2,000 for the same duration and scenery, but without "behind the scenes" access. For most people, DIY delivers 80% of the value at 50% of the cost. The package makes sense if the trip is a "celebration", honeymoon, or you literally want to meet someone who worked on the production.
What's coming in 2026-2027
TL;DRConfirmed shoots through late 2026 that will spawn the next wave of set-jet: The White Lotus S4 — destination unannounced, rumored Norway or Japan. Stranger Things S5 — Indianapolis and rural Atlanta will catch the pressure. Wednesday S3 — Romania stays as base.
Confirmed shoots through late 2026 that will spawn the next wave of set-jet:
- The White Lotus S4 — destination unannounced, rumored Norway or Japan.
- Stranger Things S5 — Indianapolis and rural Atlanta will catch the pressure.
- Wednesday S3 — Romania stays as base.
- The Lord of the Rings: Rings of Power S3 — UK confirmed.
If this list interests you, the play is to map the location at official announcement and book the passport in month three post-announcement — before the tourism machine flips to extraction mode.
Set-jetting isn't bad travel. It's just new travel. Whoever understands the time curve and the geography of alternatives gets the same scenery with one-third the stress. Whoever doesn't pays USD 250 to photograph a hotel corridor with 40 other tourists behind them.
Map of places mentioned
- 01
The White Lotus S3
Thailand · premiered February 2025
- 02
Severance
New Jersey, USA · S2 premiered January 2025
- 03
The Bear
Chicago · S4 expected 2026
- 04
The Last of Us
Alberta, Canada · S2 premiered April 2025
- 05
House of Dragon S3
Spain + Portugal · premiere expected 2026
- 06
Black Doves
London · premiered December 2024
- 07
Bridgerton S4
Bath and Castle Howard, England · premiere expected 2026
- 08
Squid Game S3
South Korea · premiered June 2025
Tap any place to open in Google Maps.
Key points
Set-jetting has grown about 40% since 2022 according to Expedia Group. The The White Lotus effect is the most documented case: Maui, Taormina and now Koh Samui saw 300-800% surges in search interest within 90 days of season premieres.
6-month rule: a season premieres, the hype lasts about 3 months, and visitor peak hits between months 6 and 12 post-premiere. Travelers who go earlier or later catch the scenery with one-third of the crowd.
The White Lotus S3 already packed Koh Samui for New Year 2025-2026. Same-vibe alternative: Koh Yao Noi or Koh Kood — same Thailand, no tuk-tuk caravans.
Frequently asked questions
The phenomenon at Wailea (Maui) after S1: Four Seasons jumped 300% in bookings in 3 months. In Taormina (S2), a 10,000-resident town turned into 50,000 tourists/day. In Koh Samui (S3), occupancy went from 60% to 91%. Avoid via the 6-month rule or by heading to the alternatives (Koh Yao Noi, Lacock, Seville).
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About the author
Curadoria Voyspark
2 years in the Voyspark editorial team
Time editorial da Voyspark — escritores, repórteres, fotógrafos e fixers em Lisboa, Tóquio, Nova York, Cidade do México e Marrakech. Coletivo. Sem voz corporativa. Cada peça com checagem cruzada por um editor regional e um chef ou curador local.
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