Forget traditional guidebooks and “10 must-see” lists. Today, many travelers are choosing their next destination while scrolling TikTok or browsing Instagram.
See a clip of Scotland’s ancient castles from “Outlander”? Suddenly, you’re checking flights. Spot an influencer standing on a snowy Sicilian beach from HBO’s “The White Lotus”? That filming location jumps straight onto your bucket list.
This growing phenomenon is called set-jetting, and it is fundamentally changing how Americans plan their trips. Today’s traveler doesn’t just want to visit Italy -- they want to recreate Jennifer Coolidge’s Vespa moment and post the perfect geotagged selfie in real time.
And that shift has made one thing clear: Reliable internet access is no longer optional.
Fortunately for today’s travelers, next generation eSim providers like Yesim eliminate connectivity issues so they don’t have to miss a beat. That means easy set up at home and immediate connection to the best available network upon landing.
What set-jetting is and how it has reshaped travel choices
Set-jetting is when you choose a vacation destination not based on a travel agent’s recommendation, but because you saw it in your favorite TV show, movie or on a popular influencer’s account. The term emerged only a few years ago, yet it now reflects the travel decisions of millions worldwide, including residents of Houston.
Set-jetting means choosing travel destinations based on what you have seen in a TV show, movie or influencer post rather than relying on traditional travel recommendations.
The term is relatively new, but the behavior is widespread. Streaming platforms and social media have effectively become some of the world’s most powerful travel marketers.
In the past, someone might watch “Roman Holiday” and dream about Italy for years. Today, a 15-second TikTok of a hidden Iceland waterfall can trigger a flight booking within days.
Social media has dramatically compressed the decision timeline:
- TikTok can turn unknown locations viral almost overnight.
- Instagram geotags reveal exact filming spots.
- Influencers create ready-made itineraries through their content.
The result: The “Instagrammable moment” is now a legitimate factor in destination planning.
Destinations that went viral -- by the numbers
The impact of set-jetting is not theoretical. The tourism data is striking.
Scotland: The “Outlander” effect
The Starz series “Outlander” transformed Scotland into a pilgrimage site for fans.
Take Blackness Castle. Before the show premiered in 2014, the 15th-century fortress welcomed about 16,559 visitors annually. By 2024, that number had climbed to 77,326 visitors.
According to VisitScotland, one in five tourists say films, TV shows or books about Scotland influenced their trip.
Sicily: The “White Lotus” surge
“White Lotus” did for Sicily what a well-chosen Instagram filter does for a photo -- it showcased the island in perfect light.
- Italian tour operator Citalia reported bookings to Sicily doubled from 2022 to 2023.
- Searches for San Domenico Palace (the hotel where the show’s characters stayed) surged by 950%.
- Hotels in Taormina were fully booked for summer 2023 months in advance.
In short: One hit show, massive real-world impact.
Croatia: The long tail of “Game of Thrones”
Dubrovnik proves the effect is not short-lived.
Between 2012 and 2015, during peak filming years, the city welcomed 244,415 additional tourists who spent roughly nearly $150 million.
Even after the series finale aired in 2019, fans still flock to see “King’s Landing.” Nearby Klis Fortress saw visitors jump tenfold -- from 10,000 to 100,000 annually -- after appearing as Meereen.
Planning a set-jetting trip
Set-jetting trips require a slightly different approach than a traditional vacation.
Travelers are not just visiting a country. They are:
- Finding exact filming locations.
- Comparing scenes to real life.
- Mapping routes between scattered sites.
- Sharing the experience in real time.
Constant connectivity powers nearly every step.
Google Maps helps pinpoint exact scenes. Apps like Scene It and Atlas of Wonders match filming locations. Instagram geotags help travelers replicate popular photo angles. Real-time navigation becomes especially important when locations are scattered across Scotland’s mountains or Croatia’s islands.
If the signal drops, the experience quickly becomes frustrating.
The connectivity problem travelers know well
Most Americans encounter the same pain points once they land abroad.
Traditional international roaming from American carriers like AT&T or Verizon can be pricey. Without special packages, Verizon and AT&T charge $2.05 per MB. Even with Day Pass options, prices remain high: $5 per day with a 512 MB limit from T-Mobile, and $12 per day from Verizon and AT&T.
Public Wi-Fi is often unreliable -- especially when travelers are:
- Standing on a cliff in Scotland.
- Navigating Croatia’s Old Town.
- Searching for a remote filming beach.
Local SIM cards can also be inconvenient. After a long international flight, many travelers do not want to hunt for a store, navigate language barriers, compare unfamiliar plans or repeat the process in every new country.
For modern set-jetters, that friction matters.
Why eSIM technology fits today’s traveler
This is where eSIM technology stands out.
An eSIM is a built-in chip in a smartphone that allows users to download and activate mobile data plans digitally -- no physical SIM required.
For travelers, that means:
- No store visits.
- No SIM swapping.
- No language barriers.
- No waiting in lines.
Everything can be set up at home and activated upon arrival in destinations across the world.
Supporting the set-jetting lifestyle
Next-gen providers like Yesim are designed with this type of travel in mind.
Through the app, travelers can choose plans based on their itinerary, including:
- The Global Package that covers more than 80 countries
- The Global Plus Package that covers more than 140 countries -- perfect for complex itineraries.
- The Pay & Fly plan, a pay-as-you-go model.
One notable advantage is that Yesim’s automatic network switches across hundreds of partner carriers worldwide, which helps maintain connectivity, even in the most remote locations.
Setup is straightforward: Download the Yesim app, choose a plan and activate upon arrival.
Set-jetting is the new normal
Social media and streaming platforms have permanently changed the way we travel.
Instagram and TikTok now function as powerful trip planners. Filming locations from “Outlander,” the “White Lotus” and “Game of Thrones” have evolved from scenic backdrops into must-visit destinations.
But fully immersing in cinematic travel experiences still depends on something practical: reliable, seamless connectivity.
With thoughtful planning and tools such as eSIM technology, today’s set-jetting trips can be exactly what travelers want them to be -- spontaneous, immersive and share-ready.