Exploring the travel choices of 2,000 Gen Z and millennial travelers, our latest survey uncovered the changing trends of 2024. Younger travelers are booking more trend-focused trips than ever before based on the content they’re consuming and fangirling over. More specifically, 12% said that they enjoy “fandom travel” or “set jetting” (traveling to destinations that are associated with their favorite TV shows or movies). From hopping on a flight to Hawaii to explore the scenes from “Jurassic Park,” to touring Paris landmarks a la “Emily in Paris”, they’re turning their favorite TV shows and films into real-life adventures.
But Hollywood isn’t the only factor driving their vacay choices. 21% of respondents admitted that they choose their travel destination choices based on what they see on social media. Here are the top 9 locations travelers want to head to most this year (which will probably be filling our social media feeds soon):
1. “Jurassic Park” — Kualoa Ranch, Hawaii (29%)
Almost a third of respondents (29%) are eager to explore the legendary Kualoa Ranch in Hawaii, known for its role in “Jurassic Park.” From majestic cliffs to verdant valleys, the allure of experiencing “Jurassic Park” firsthand is irresistible for many seeking an adventure-filled getaway (minus the dinosaurs).
2. “Avatar” — Kauai’s Keahua Arboretum, Hawaii (24%)
24% are drawn to Kauai’s Keahua Arboretum in Hawaii, inspired by its appearance in the movie “Avatar.” This destination gives people the opportunity to immerse themselves in the otherworldly landscapes depicted in the film, making it no wonder that so many are looking to experience the magic of Pandora firsthand.
3. “Lord of the Rings” — New Zealand (23%)
For 23% of travelers, the beauty of New Zealand, famously featured in “Lord of the Rings,” is their dream destination. This country offers travelers the chance to explore the landscapes that served as the backdrop for Middle-earth and embark on their own epic quests in Hobbiton, just like in the movie.
4. “Emily in Paris” — Paris, France (22%)
Paris holds a special place for 22% of the survey-takers, inspired by the romantic charm of the series “Emily in Paris.” Visitors are invited to take a stroll along cobblestone streets, indulge in delectable pastries and immerse themselves in the Parisian culture depicted on the screen.
5. “Stranger Things” — Albuquerque, New Mexico (19%)
Albuquerque, New Mexico, the filming location of the show “Stranger Things,” is a spot that 19% of respondents wish to travel to. While here, tourists can explore eerie landscapes and iconic filming sites seen in the series. From mysterious forests to nostalgic diners, Albuquerque invites visitors to take a step into The Upside Down.
6. “Game of Thrones” — Northern Ireland, Croatia, Spain and Iceland (19%)
19% of travelers said that the allure of either Northern Ireland, Croatia, Spain or Iceland, where “Game of Thrones” was filmed, is top of their list. Delve right into the rich culture and history that brought the fictional realms of Westeros to life while visiting these locations.
7. “White Lotus” — Kihei, Hawaii and Sicily, Italy (17%)
17% of respondents are keen to head to the picturesque landscapes of Kihei, Hawaii and Sicily, Italy, showcased in the series “White Lotus,” all of which promise luxury and opulence. These destinations invite travelers to explore sun-kissed shores and grand retreats.
8. “Outer Banks” — Kiawah Island, South Carolina (15%)
15% of survey-takers want to uncover the secrets of Kiawah Island, South Carolina, just like the characters in “Outer Banks.” This coastal haven boasts pristine beaches, marshlands and a vibrant local culture that mirrors the adventurous spirit of the series.
9. “Bridgerton” — Greenwich, London (15%)
For 15% of travelers, Greenwich, London, the filming location of “Bridgerton,” is where they wish to travel to on an upcoming vacation. Tourists are encouraged to experience the timeless allure of the town and immerse themselves in the enchantment of the Netflix hit show.
How much are they willing to spend?
Based on our findings, Gen Z and millennial travelers are prepared to spend on fandom travel, with an average willing to shell out $2,357. 15% would spend $2,000 to $3,000, while 7% are willing to put up $4,000 to $5,000.
Booking an upcoming trip to your dream destination? Make sure to go with Faye.
