Ireland is no longer just a scenic destination, it has become a cinematic one.
As global audiences binge-watch landmark productions such as Game of Thrones, Star Wars, Bridgerton, The Banshees of Inisherin and Normal People, the island has quietly transformed into one of the world’s most powerful set-jetting destinations, reshaping how travellers engage with place, culture and story.
For business travellers, incentive groups and high-value leisure clients, this shift goes far beyond sightseeing. Ireland now offers immersive, narrative-driven travel experiences that allow visitors to step directly into the worlds they’ve seen on screen.
Over the past decade, Ireland’s landscapes have evolved from beautiful backdrops into global cultural symbols. In Northern Ireland alone, one in six international visitors cited Game of Thrones as a motivating factor for their trip in 2018, and the Game of Thrones Studio Tour continues to grow at close to 40% year-on-year.
On the Atlantic edge of the island, Skellig Michael, immortalised in Star Wars: The Last Jedi, has become a modern pilgrimage site, drawing fans willing to plan years in advance for limited access to the dramatic UNESCO World Heritage site.
Streaming has accelerated the trend. A single hit series can now inspire thousands of viewers to seek out real-world locations, turning remote coastlines, historic estates and small towns into international travel magnets almost overnight.
What makes Ireland’s set-jetting boom distinctive is its breadth. Rather than relying on a single franchise, the country offers multiple cinematic identities, each appealing to a different traveller profile.
American visitors are booking premium Game of Thrones itineraries that combine filming locations with behind-the-scenes studio access. Star Wars fans are building curated journeys around Skellig Michael, paired with expert guides and luxury coastal accommodation. Bridgerton has drawn new audiences to Ireland’s stately homes and Georgian architecture, while The Banshees of Inisherin has sparked renewed interest in island life, folklore and coastal walking routes.
Younger travellers, influenced by Normal People, are blending filming locations with cafés, nightlife and contemporary Irish culture, particularly around Dublin and the west coast. Meanwhile, rising interest in Norse history has fuelled Viking-themed travel among Scandinavian visitors, linking screen storytelling with deeper historical narratives.
What unites these travellers is not demographics, but motivation. Set-jetters are seeking emotional connection — the chance to inhabit places that shaped stories they care about, to share cinematic moments on social media and to experience destinations in a more personal, meaningful way.
Importantly for the travel industry, set-jetting also supports year-round tourism. Fans are often willing to travel outside peak seasons to access quieter locations and more intimate experiences, helping smooth demand and extend visitor spend beyond traditional summer months.
At the premium end of the market, operators such as Ireland Prestige Tours are capitalising on this shift by elevating screen tourism into a fully curated luxury experience.
“Travellers want a narrative,” says Denise McCabe, travel expert at Ireland Prestige Tours. “They’re not just visiting Ireland — they’re stepping into the worlds that moved them. Set-jetting creates a deeper emotional bond with the destination, especially for business and incentive travellers who want experiences that feel distinctive and story-driven.”
Private guides, expert historians, exclusive access and high-end accommodation allow screen-inspired travel to sit comfortably alongside Ireland’s established luxury offering.
Ireland’s success in set-jetting is underpinned by more than film fame alone. The country combines cinematic landscapes, compact geography, strong production infrastructure and a deep storytelling tradition with a mature luxury travel ecosystem capable of delivering complex, high-value itineraries.
Set-jetting is no longer a niche, it is reshaping global travel behaviour. And as destinations compete for attention in an increasingly experience-driven market, Ireland’s blend of myth, scenery and screen magic places it firmly at the centre of one of tourism’s most powerful long-term trends.