South Korea Tops 2026 Film Tourism Rankings as Set-Jetting Surges

The Rise of Set-Jetting

According to УНІАН — Туризм: Set-jetting-traveling to locations where movies and TV shows were filmed-is gaining momentum worldwide, according to the new Screen Tourism Forecast Index 2026 by analytics firm Holafly. South Korea claims the top spot in this ranking, followed by Spain in second place. The index evaluates countries based on four factors: content popularity, iconic locations, tourist demand, and infrastructure readiness.

South Korea is experiencing a fresh wave of interest, particularly following the release of the second season of the series 'All of Us Are Dead.' The new season unfolds in urban settings across Seoul and university campuses, which is expected to further boost tourist arrivals. Nations where Korean dramas dominate streaming charts report an average increase of over 100% in inbound tourism, highlighting the immense appeal of South Korea as a travel destination.

Optimism in Spain and Beyond

Spain, which secured second place, has reasons for optimism thanks to the upcoming third season of 'House of the Dragon.' After filming in Osuna, Spain, tourist traffic in that region surged by 70%. The location of San Juan de Gaztelugatxe attracts hundreds of thousands of visitors annually, while the cities of Cáceres and Ourense stand to benefit the most from set-jetting effects in Spain.

Greece also made the top five, boosted by the premiere of Christopher Nolan's film 'The Odyssey,' which has enhanced its tourism appeal. Additionally, the 'Istanbul Canal' project plans to construct an artificial waterway approximately 45 kilometers long, linking the Black Sea to the Sea of Marmara west of the Bosphorus. This development would transform part of Istanbul into an island.

This ranking highlights a growing interest in cinema-driven travel, opening up new opportunities for tourist destinations.

The complete list of the most promising destinations according to the Screen Tourism Forecast Index 2026 is as follows:

• South Korea (All of Us Are Dead, Season 2)
• Spain (House of the Dragon, Season 3)
• Ireland (Wednesday, Season 2)
• Thailand (Jurassic World: Rebirth)
• Greece (The Odyssey)
• Sicily (The Odyssey)
• Scotland (Glasgow) (Spider-Man: Brand New Day)
• South Africa (Mission: Impossible – The Final Reckoning)
• Jordan (Dune: Prophecy, Season 2)
• Czech Republic (Blade Runner 2099)

The rising popularity of set-jetting not only fuels economic growth in leading countries but also fosters cultural exchange and promotes local traditions among international travelers. As film-related locations become increasingly appealing for trips, nations have the chance to tailor their infrastructure and services to meet the evolving needs of tourists.