The trend of set-jetting, where tourists visit film and TV series locations, has been gaining momentum worldwide. According to the Unpack 2025 study by the Expedia Group, there is a noticeable growth in this sector, with two-thirds of the 25,000 travelers surveyed indicating that movies, streaming services, and TV shows influence their travel choices. The success of the film “Ainda Estou Aqui” by Walter Salles, which won the Best International Film category at the 2025 Oscars, could significantly influence Brazilian tourism. This perspective is supported by Agatha Abrahão, the executive director of Stella Barros Turismo.
“The beauty and strong tourist appeal of Rio de Janeiro, combined with the quality of ‘Ainda Estou Aqui’ and the exposure an Oscar win provides, will undoubtedly heighten curiosity about the city,” she states. The film traverses the Brazilian military dictatorship era, portraying the story of lawyer Eunice Paiva, played by Fernanda Torres, set in the cities of Rio de Janeiro and São Paulo.
Tourism and culture professor Luiz Trigo from the University of São Paulo highlights that visits to “Ainda Estou Aqui” locations could thrive with proper organization from public or private sectors. “Travel agents and tour organizers should be well-informed, understand the nuances of these spots, and integrate them into historical and political contexts,” he advises.
Agatha Abrahão notes that the tourism movement initiated by “Ainda Estou Aqui” is still in its early stages. The film’s staggered release dates worldwide could explain the delayed interest from international tourists regarding Brazilian locations depicted in the movie. While the film debuted in Brazilian cinemas last November, it premiered only in January in the United States and February in the UK, where it became the highest-grossing Latin American film.
Despite this, Agatha emphasizes that sites featured in the Rio de Janeiro filming have already become tourist attractions, and in São Paulo, Eunice Paiva’s tomb is now part of a guided, free tour.
How has set-jetting become a travel trend? The rise of set-jetting, the practice of visiting literary, cinematic, and television locations, has been evident in recent years. The Expedia Group’s Unpack 2025 study revealed that 36% of respondents say cinema and TV influence their travel plans more this year than last.
Agatha attributes this increase in set-jetting to the strengthened relationship between streaming technology and audiences. “There’s a new model, behavior, and trust relationship with films, TV, and series that influence audience choices,” she explains.
Luiz Trigo adds that set-jetting is a somewhat established trend, “enabled by the combination of mass tourism, lower prices, and the widespread dissemination of films and series through cinema, TV, and streaming platforms.” Social media has further fueled the growth of set-jetting, especially with platforms like YouTube and TikTok revolutionizing visual communication.
Some notable set-jetting destinations include Barcelona, Rome, San Francisco, and Paris, largely due to popular shows like “Emily in Paris.” Thailand, the setting for the third season of “The White Lotus,” also experiences significant set-jetting growth.
Agatha also notes that visiting series, film, and book locations deepens the audience’s connection with these narratives. “It builds a bond that is not just geographic but also emotional, turning the place into a showcase,” she articulates. Other Oscar-winning films in 2025 have also sparked set-jetting interest, such as “Wicked,” filmed in Norfolk, England, and “Conclave,” in Rome, Italy.
