Published on
January 18, 2026
Over the years, North Wales has also observed an influx of travelers not only due to its beautiful landscape but also due to the fact that it has showcased itself in several popular films and television series. The “set jetting” phenomenon, where people travel to sites they have observed in favorite television shows or films, has also become mainstream in modern-day travel culture, especially in Gen Z. For Gen Z travelers, social media sites such as Instagram, Facebook, and TikTok have become less influential compared to television shows and films.
More than half (53%) of all holidaymakers are now influenced by movies and TV, according to the recent findings by Expedia, and this is especially the case for generation Z and Millennials. The reality is even more astonishing: 81% of younger holidaymakers have been known to holiday in locations featured in movies and TV shows. This ‘set jetting’ phenomenon has caused destinations in North Wales, which were once peaceful, to become tourist hubs because ‘fans want to visit the setting in the TV show merely because it’s in the TV show’.
North Wales: The New Hollywood of the UK
North Wales, with its rugged landscapes, picturesque villages, and dramatic coastlines, has become a sought-after destination for “set jetters.” Several locations in the region have become prominent features in popular TV series, adding an extra layer of allure for tourists. For example, Gwynedd’s coastal towns and stunning landscapes featured heavily in HBO’s House of the Dragon, the prequel to Game of Thrones. Dinorwig Quarry, with its striking scenery, served as a backdrop for Harrenhal Castle in the series, bringing fans flocking to the region.
The influence of set jetting is not limited to historical fantasy series. Popular contemporary shows, like Netflix’s The Witcher, have also tapped into North Wales’ cinematic appeal. Locations such as Llyn Padarn and the iconic Dolbadarn Castle, often used for dramatic chase sequences, have drawn fans eager to experience the landscapes that appeared on screen. Hollywood actor Laurence Fishburne’s recent appearance across Llyn Padarn only heightened the interest in these beautiful spots.
Eryri (Snowdonia) as a Cinematic Playground
Snowdonia, one of the UK’s most famous national parks, has long been a favorite for filmmakers. With its imposing mountains, serene lakes, and lush valleys, the area has starred in numerous films, most notably in the James Bond franchise. Locations such as Beddgelert and Nantmor were used to represent war-torn China in the 1958 film The Inn of the Sixth Happiness. More recently, Snowdonia’s dramatic landscape appeared in Quantum of Solace and From Russia with Love, solidifying its place as a cinematic treasure.
Beyond the action-packed Bond scenes, Snowdonia is also featured in lighter moments of British cinema, like the comedy Carry On Up the Khyber, where the region stood in for the mountainous landscapes of colonial India. For set jetters, Snowdonia offers not just iconic locations but also the chance to recreate these cinematic moments — whether through hiking, climbing, or even zip-lining across the dramatic views that have graced the big screen.
Barry Island: From TV Set to Tourism Magnet
Perhaps nowhere in Wales has the set jetting trend been more impactful than Barry Island in the Vale of Glamorgan. The BBC sitcom Gavin & Stacey has turned this otherwise quiet seaside town into a hub for fans from all over the UK. Over 17 years, the show has drawn tens of thousands of visitors, many arriving in Nessa wigs and Bryn cardigans, eager to see the iconic locations featured in the series.
Barry Island’s famous spots, like Marco’s Café, have become pilgrimage sites for devoted fans. Café owner Marco Zeraschi noted the significant tourism boost that the show’s success has brought. “Marco’s Café is one of the iconic spots for fans to visit, and the increase in footfall has meant I’ve been able to employ more staff,” he said. This tourism boom has transformed the area, attracting not just fans of the show but also those simply drawn to the charm of the region. With the final episode of Gavin & Stacey and the accompanying media attention, the island was introduced to a new generation of fans, expanding its appeal far beyond the original fanbase.
Local Businesses Reap the Benefits of Set Jetting
The surge in tourism brought about by set jetting is having a tangible effect on local businesses in North Wales. From hotels to cafés, local enterprises are seeing an increase in footfall and bookings, thanks to the boost in visitor numbers. Plas Weunydd, a hotel near Blaenau Ffestiniog, has capitalized on the film-worthy landscapes of Gwynedd. The region’s rugged terrain, which has served as the backdrop for multiple films and series, has become an attraction in itself for visitors.
A spokesperson for Plas Weunydd said, “You can channel your inner Geralt and trek across the rugged terrain to spot Dolbadarn Castle or the glassy waters of Llyn Padarn, both used in The Witcher Season 4.” With tourism to the area steadily increasing, these local businesses are not only able to expand but also employ more staff to accommodate the influx of visitors. In addition to offering fans the chance to recreate cinematic scenes, these destinations provide a wider range of activities for all types of travelers, from hiking and wild swimming to climbing and trail running.
Visit Wales Embraces the Set Jetting Trend
In response to the increasing popularity of set jetting, Visit Wales has jumped on the bandwagon, working alongside VisitBritain to showcase North Wales’ cinematic credentials. The organization is running international campaigns that highlight iconic locations used in House of the Dragon and other famous productions. By capitalizing on these connections, Wales is attracting not just film fans but also tourists who are eager to explore the stunning natural beauty that these films and shows have brought to global attention.
The upcoming Sky crime drama Under Salt Marsh, due for release on January 30, is expected to further draw visitors to North Wales, especially the towns of Fairbourne and Barmouth in Gwynedd, as well as Aberffraw in Anglesey. As these locations become more well-known, the region is poised to experience even more growth in the tourism sector.
Set Jetting’s Impact on Welsh Tourism
The rise of set jetting is changing the face of tourism in Wales, turning once niche locations into globally recognized travel hotspots. While the trend has led to increased attention on specific sites, the overall impact on the Welsh economy is undeniable. As more visitors flock to Wales to experience these cinematic landscapes firsthand, local businesses, from restaurants to accommodations, are benefiting from the influx of tourists.
North Wales as a Must-Visit Destination for Film and TV Lovers
Set Jetting has proven itself to be an influential force in travel trends, and North Wales is one of the regions that is benefitting from this phenomenon. The stunning scenery, famous film locations, and continually improving tourism infrastructure mean that North Wales has become a place that film and television enthusiasts absolutely have to visit. The setjetting phenomenon shows no signs of waning in the coming years; therefore, its position in the world’s tourism map is sound. Whether visiting Snowdonia, Barry Island, or the landscapes of Gwynedd in North Wales, one thing’s for sure – a visit to North Wales means a movie experience unlike any other.
