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A new trend is transforming travel plans across Alberta as "set-jetting" (not to be confused with jet-setting)—tourism inspired by TV shows and movies—is beginning to shape where people go. Some of those set-jetting places are near Airdrie.
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According to the Alberta Motor Association (AMA), once upon a time ago, travellers' destinations were guided by family traditions or glossy brochures. Now, screen-inspired tourism drives more than half of global travel choices, with one in four travellers admitting their plans are influenced by what they’ve seen on TV or in movies.
"While this behaviour isn’t necessarily new, it’s having an impact beyond anything we’ve seen in recent years," said Nikola Berube, Director of Sales for AMA Travel.
In Alberta, set-jetting is especially evident with the popularity of HBO’s The Last of Us, filmed in several iconic Alberta locations, including just north of Airdrie near Olds. Travel Alberta created a map and a seven-day itinerary of the show’s filming spots, drawing fans worldwide.
But it's not just the fans of the HBO smash-hit. Last month, hundreds flocked to Didsbury as devotees of the TV show Wynonna Earp participated in the Earptopia Convention.
Globally, other destinations have also seen a boost. The Thai government, for example, offered incentives to film The White Lotus in Koh Samui, leading to increased tourism. Similarly, Game of Thrones boosted Iceland’s tourism by 386 per cent from 2010 to 2018, and the stately Castle Howard in the UK saw a massive 3,408 per ccent spike in visits after being featured on Bridgerton.
Yet, not all set-jetting impacts are welcome; Thailand’s Maya Bay, featured in The Beach, had to close for three years to allow its ecosystem to recover from heavy tourism.
"It’s important to remember that not everything on screen is as it seems—many iconic film locations are hard to access or off-limits to tourists," Berube cautioned. "Teaming up with a travel expert is really key to planning a set-jetting vacation that lives up to the Hollywood magic."
And the movie magic and fan excitement aren't stopping for Alberta. Didsbury was once again bustling with film crews several weeks ago, as its old fire hall was abuzz with activity as another film production was being staged—though it is not yet known what production was being filmed.
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