The phenomenon of set-jetting—travel inspired by film and television—has reshaped tourism patterns across Europe and beyond. From Dubrovnik's transformation into King's Landing to the Swiss village of Iseltwald becoming a K-drama pilgrimage site, the impact is undeniable. Now, a new predictive tool aims to identify the next hotspots.
Holafly's Screen Tourism Forecast Index 2026 ranks destinations based on four weighted dimensions: content momentum (audience size and cultural impact), location iconicity (how inseparable a place is from the production), demand signals (travel interest), and absorption capacity (infrastructure like airports and hotels). The result is a Screen Tourism Forecast Score (STFS) out of 100.
South Korea Leads the Pack
Topping the list with an STFS of 87.6 is South Korea, driven by the upcoming second season of All of Us Are Dead. The first season holds the second-highest viewership record for a non-English Netflix series. The Korea Culture and Tourism Institute found that countries where a Korean show reaches number one see an average 106.3% increase in inbound travellers. Seoul's streets and university campuses will feature prominently in the new season.
Spain: Medieval Cities in the Spotlight
Spain ranks second with a score of 78.0, thanks to House of the Dragon season three. The franchise has already boosted arrivals in Osuna by 70% and drawn 415,000 annual visitors to San Juan de Gaztelugatxe. This time, inland medieval cities like Cáceres and Ourense are expected to see the biggest impact, as Spain's overall tourism numbers remain high. For context on Spain's summer challenges, see Spain's Second Summer Heatwave.
Greece and The Odyssey
Greece places fifth with an STFS of 61.0, propelled by Christopher Nolan's The Odyssey, set for release on 17 July 2026. The film's Homeric narrative is deeply tied to Greek geography, and Nolan shot on the Peloponnese coast. The launch of the Peloponnese Trails—1,700 kilometres of hiking routes—this summer further boosts the region's appeal. For more on Greek tourism infrastructure, see Greece Reports Drop in Flight Delays.
Other European Destinations in the Top 10
Ireland ranks third for Wednesday season two, while Sicily (sixth) and Glasgow (seventh) also make the list—Sicily for The Odyssey and Glasgow for Spider-Man: Brand New Day. Czechia rounds out the top ten for Blade Runner 2099. These predictions highlight how streaming and blockbuster cinema continue to drive tourism to both iconic and lesser-known locations across the continent.
As set-jetting becomes a structural pillar of tourism in some countries, destinations must balance visitor influx with sustainability. The index's absorption capacity metric underscores the need for adequate infrastructure—a lesson for places like Spain's medieval towns and Greece's coastal sites.
