Over the past decade or so, set-jetting – aka travelling to a destination after being inspired by film or TV – has reached new heights.
Game of Thrones sent hundreds of thousands of people to Dubrovnik, aka King’s Landing. Crash Landing on You made the tiny Swiss village of Iseltwald a must-visit for fans. Each season of The White Lotus brings hoards of tourists to the locale in question, from Taormina to Thailand.
It can be difficult to predict where the next big surge will be, particularly in the age of streaming when there are dozens of new shows and films released each week.
Enter: The Screen Tourism Forecast Index 2026.
Created by Holafly, the index makes use of four weighted dimensions to create a Screen Tourism Forecast Score (STFS) out of 100 to predict which destinations are most likely to experience a surge of tourists thanks to film and TV releases in 2026.
