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February 5, 2026The landscape of Asian tourism is being fundamentally transformed by a powerful synergy between the entertainment industry and global travel patterns. A rapid growth era has been entered as millions of travelers are drawn to regional hubs by the allure of cinematic locations and high-profile musical performances. This phenomenon, often categorized by industry experts as set-jetting and gig-tripping, is fueling an unprecedented surge in visitor arrivals and local spending. As digital platforms continue to bridge the gap between global pop culture and physical destinations, a new narrative for the travel industry is being written across the continent.The Phenomenon of Set-Jetting in East AsiaThe influence of cinema and television on travel choices has reached a pinnacle in destinations like Japan and South Korea. It is observed that historical dramas and modern blockbusters serve as visual invitations for international audiences. When a specific location is featured in a popular film, an immediate influx of curious visitors is experienced by that region. In Japan, the charm of rural landscapes and traditional architecture, frequently depicted in anime and live-action features, is sought out by travelers who wish to step into the scenes of their favorite stories.The economic benefits of this trend are substantial. Local businesses in previously quiet prefectures have reported a significant increase in patronage. Guided tours are being organized specifically around filming sites, providing fans with an immersive experience that goes beyond traditional sightseeing. This shift indicates that the motivation for travel is no longer just abou …
