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In recent years, a new wave of travel has emerged, completely changing the way international travelers plan their trips. No longer just visiting historical sites or enjoying pure relaxation, millions are enthusiastically embracing the "set-jetting" trend – a term referring to travelers seeking out real-life locations that have appeared in films and television shows.
According to data from Brand USA, the U.S. national travel marketing organization, nearly 40% of international travelers express particular interest in visiting film locations, and one-fifth of them acknowledge that movies are a key factor influencing their travel plans.
South Congress in Austin, Texas - the setting for the film Boyhood (2014)
The 2026 Academy Awards is not only a celebration of cinematic masterpieces but also a massive catalyst that brings American landmarks into global spotlight. From the dazzling avenues of Los Angeles to the majestic deserts of the Southwest, America appears as a giant stage, where every step a visitor takes can lead them to a classic scene.
The American West: From the vibrant Barbieland to the starry skies of La La Land
When talking about American cinema, it's impossible not to mention Los Angeles – the heart of the billion-dollar industry. The sun-drenched beaches of California have become an irreplaceable backdrop for Barbie, the film that's taking the 2024 Oscars by storm. While much of the story takes place in a fictional world, the energetic roller skating scene along the beach is actually at the Venice Beach Boardwalk. Today, visitors can easily cycle or stroll along the boardwalk to breathe in the vibrant atmosphere that inspired the film. And it's not just Venice; areas like Santa Monica and Downtown Los Angeles are also constantly catching the eye of film-related travel enthusiasts.
Also in this city, the romantic spirit of the six-time Oscar-winning film La La Land (2017) remains intact at the Griffith Observatory. Standing under the ancient astronomical dome, where the dreamy dance scene of the two main characters takes place, visitors can take in a panoramic view of the city and the Hollywood sign. Further east, the Utah-Aristocratic border region offers a completely different atmosphere with Monument Valley Navajo Tribal Park.
The colossal sandstone formations rising amidst the tranquil desert are the backdrop for Nomadland – the 2021 Oscar-winning film for Best Picture – inviting free spirits to explore its geological value and ancient indigenous culture.
Southern and Midwest: Small towns with a heritage soul.
If the West represents a free-spirited lifestyle, the Southern United States is where history and cinema intertwine in profound depth. In Richmond, Virginia, director Steven Spielberg authentically recreated the atmosphere of the American Civil War for his film Lincoln (2013). The ancient architecture and historic streets here are the "magic" that helped Daniel Day-Lewis win the Best Actor award. Visitors can now visit museums and historical sites to experience the spirit of a significant historical period that was celebrated on screen.
In Savannah, Georgia, Chippewa Square remains a favorite stop for fans of the classic film Forrest Gump (1995). Although the famous wooden bench has been moved to a museum, the characteristic Spanish oak trees covered in moss still create a poetic Southern setting. Meanwhile, in Chicago (Midwestern), the bustling streets transformed into the dark Gotham City in The Dark Knight (2009). High-speed chases on Lower Wacker Drive or the cozy Winnetka house in Home Alone are testaments to the diverse settings Chicago contributes to the Oscar-winning film catalog.
The East Coast and the legendary Staircase of Philadelphia
An Oscar-chasing journey wouldn't be complete without a visit to Philadelphia, home to one of the most iconic training scenes in film history: the stairs of the Philadelphia Museum of Art in the 1977 film Rocky. Rocky Balboa's run up these stairs has inspired millions of visitors to recreate the triumphant moment and take photos with the nearby Rocky statue.
New York City – the city that never sleeps – is also participating in the action, serving as the setting for West Side Story (2022). Director Steven Spielberg brought this musical back to the streets of the Upper West Side, the birthplace of endless creative energy. Visitors can stroll around Lincoln Center to experience the vibrancy and glamour that has become a hallmark of award-winning films.
Fred Dixon, President and CEO of Brand USA, asserts that the United States has been a center of cinematic magic for decades. The appearance of destinations on screen not only promotes the nation's image but also boosts exports, creates jobs, and brings prosperity to local communities. Over the past 12 years, tourism promotion efforts linked to culture and film have attracted more than 10 million additional visitors, contributing tens of billions of dollars to the U.S. economy.
From Hollywood set tours to the winding Wisconsin countryside in The Bridges of Madison County, the United States has always been a captivating destination. The set-jetting trend of 2026 promises to explode even further as a new generation of filmmakers continues to find inspiration in these diverse landscapes. For travelers, it's not just a trip, but an opportunity to step into their favorite film scenes, to see that the boundary between reality and fantasy is sometimes separated by only a flight.
