Set-Jetting on a Budget


Family at the airport terminal
The Editors
Adobe Stock | Artskrin

Set-jetting is the act of visiting the real-world places where your favorite shows were filmed and is now one of the fastest-growing trends in travel. Among Gen Z and Millennials, 81% now plan trips based on what they've seen on screen.But there’s a problem.

The second a location gets famous, it gets expensive. When The White Lotus put Taormina, Sicily on the map, hotel rates during filming rocketed from an average of $281 a night to $468. The crowd follows the camera, and the crowd drives up the prices.

The smarter play is finding locations that are genuinely connected to shows you love but haven't yet been turned into a premium product.

  • Welcome to Wrexham, Wales

  • The Emmy-nominated documentary about Ryan Reynolds and Rob McElhenney's takeover of a working-class Welsh football club sells something most set-jetting destinations can't: genuine community. Hotels run well under $150 a night, pints cost what pints should cost, and no one is charging a premium just for showing up. The Turf Pub sits directly across from STōK Cae Ras Stadium ,the oldest international football ground still in use, and both are free to visit. If the schedule lines up, catch a match: Wrexham AFC has been promoted three consecutive seasons and now plays in the EFL Championship. You won’t be disappointed.

  • Montana's Bitterroot Valley: Yellowstone

  • Chief Joseph Ranch near Darby, Montana , which doubles for the Dutton Ranch,a working 2,500-acre cattle operation surrounded by the mountains and river scenery that defines the show's look. You can photograph the barn and Yellowstone sign from the road for free, or rent one of two guest cabins on the property (split four ways, the $1,400–$1,700 per night rate becomes manageable). Base yourself in Missoula, an hour north, where hotels average $100–$130 a night and Ruby's Café on Ryman Street , whereone of the show's most tense scenes took place, is still pricing the Salisbury steak at Montana prices.

  • Šibenik, Croatia: Game of Thrones

  • Everyone knows Dubrovnik is King's Landing. Fewer know that Šibenik, two hours north, played Braavos . You know,where Arya trains with the Faceless Men. The UNESCO-listed Cathedral of St. James stands in as the Iron Bank, used almost exactly as it appears on screen. Šibenik is a fraction of Dubrovnik's cost, the restaurants are priced for locals, and adding Split's Diocletian's Palace ,used as the slave city of Meereen, to the same trip gives you multiple locations in one affordable stretch of Dalmatian coastline.

  • Yorkshire Dales, England: Wuthering Heights

  • Emerald Fennell's adaptation starring Margot Robbie and Jacob Elordi released in February 2026, and the Dales are just starting to attract visitors. While interest is building, prices are still what they've always been. That is, quietly affordable by European standards. Swaledale, Arkengarthdale, and the village of Low Row provided the film's windswept backdrops. Stone farmhouse B&Bs typically run £80–£120 a night, and the national footpath network gives you legal access across the moorland for free. The landscape inspired Brontë before any film crew arrived and it'll deliver for you too.

  • Albuquerque, New Mexico: Breaking Bad & Better Call Saul

  • Albuquerque doesn't need a hype cycle as it just quietly collects fans who want to stand outside Walter White's house or order at Los Pollos Hermanos (in real life, a Twisters fast food location on Coors Boulevard). The self-guided locations tour costs nothing and the house, the car wash, the courthouse, and Saul Goodman's office are all still there. All accessible. Hotels in Albuquerque average around $100 a night , and you can expect sunny weather.

  • Edinburgh, Scotland: Outlander

  • Outlander filmed across Scotland for eight seasons, but Edinburgh gives you the most concentrated run of locations at the lowest cost. Craigmillar Castle (Ardsmuir Prison) costs under £10 to enter and draws a fraction of the crowd that Edinburgh Castle does. The Royal Mile, Holyrood Park, and Gosford House all appear in the series, and most are free or close to it. Edinburgh's accommodation options span every budget, and the city is worth the trip regardless of which stones Jamie Fraser stood on.

  • Taormina, Sicily: The White Lotus (HBO)

  • Stay with us here. Taormina is back in the affordable column. After the White Lotus effect sent hotel rates from $281 to $468 a night , the wave eventually passed and rates returned to pre-show levels . You don't need to stay at the Four Seasons San Domenico Palace to experience the town or the Greco-Roman amphitheater , Corso Umberto, and the clifftop views over the Ionian Sea that made the show so visually compelling are all public and free. Dozens of mid-range hotels operate in and around Taormina at reasonable rates, and Noto ,the UNESCO-listed Baroque town that appeared in a memorable season two scene, is a 90-minute drive south and even quieter. Sicily remains one of the best-value destinations in the Mediterranean. That includes Taorima, now that the hype has subsided.

  • The Timing Is Everything

  • Filming locations experience their sharpest price surge immediately after a show premieres . Taormina is the proof: rates tripled in months, then eventually returned to pre-White Lotus levels once the wave passed. The budget window opens either before the hype arrives or after it fades. Yorkshire Dales is in the first category right now. Taormina, if you've always wanted to go, is quietly back in the second.