In a bold move to tap into the rising global trend of “set-jetting,” Malaysia has officially joined a growing list of countries promoting film tourism — a cinematic travel experience where fans visit real-life filming locations featured in movies and TV series. Announced by Tourism Malaysia, the campaign highlights the country’s breathtaking film backdrops, from the modern skyline of Kuala Lumpur to the exotic beaches of Langkawi, as must-see destinations for global travellers.
Malaysia’s Cinematic Appeal
Malaysia’s landscapes have long attracted international film crews, but the country is now actively marketing its silver-screen heritage. The Petronas Twin Towers, famously featured in Entrapment, and the idyllic Langkawi beaches that appeared in The Man with the Golden Gun are now headline attractions for film enthusiasts. Penang, known for its colonial charm, was a key setting in Crazy Rich Asians and The Garden of Evening Mists, both of which elevated Malaysia’s global film profile.
Tourism Malaysia is working to expand its set-jetting offerings with immersive tours and cinematic-themed itineraries. Officials aim to blend the nation’s rich culture and history with film glamour, appealing to both domestic and international travellers seeking screen-worthy experiences.
New Zealand: The OG Set-Jetting Hotspot
While Malaysia enters the scene, New Zealand continues to reign supreme as a film tourism giant. Its legendary landscapes from The Lord of the Rings and The Hobbit have been transformed into real-life movie pilgrimages. Hobbiton in Matamata, Tongariro National Park (Mount Doom), and Fiordland’s misty fjords have all seen a spike in tourism, driven by fans eager to relive the magic of Middle-earth. The New Zealand government actively supports this niche by maintaining filming sites and offering dedicated guided tours.
Scotland: From Hogwarts to Highland Warriors
Scotland’s cinematic draw is rooted in history and myth. Its rugged Highlands served as the mystical setting for Outlander, while Glenfinnan Viaduct remains a pilgrimage spot for Harry Potter fans. From Braveheart to Skyfall, Scotland’s national tourism body leverages its big-screen legacy with themed tours and marketing campaigns that promote local heritage as seen through Hollywood’s lens.
Iceland: Epic Landscapes Fit for Fantasy
Iceland has skillfully used its dramatic geography as a backdrop for global hits like Game of Thrones. Locations such as Thingvellir National Park and the Vatnajökull glacier now form part of structured tour routes targeting fantasy fans. The country’s tourism authorities also prioritize sustainability, ensuring the preservation of these natural treasures while welcoming thousands of set-jetters annually.
Croatia: A Medieval Dream for Movie Buffs
Croatia’s medieval architecture, particularly in Dubrovnik, has become synonymous with Game of Thrones’ King’s Landing. Film tourism has boomed as fans descend upon the Adriatic coast to explore the Red Keep and city walls. Croatia’s tourism board promotes immersive “Thrones” experiences, along with visits to scenic locations featured in Mamma Mia! Here We Go Again and Star Wars: The Last Jedi.
Spain: From Sci-Fi to History
Spain offers a vibrant mix of cinematic settings, from Seville’s Plaza de España seen in Star Wars to the Alhambra in Game of Thrones. The diversity of locations has attracted major productions, including The Bourne Ultimatum. Spanish tourism authorities are leveraging these connections by curating destination guides and hosting movie-themed travel packages.
Italy: Romance and Cinema Collide
Italy remains a dream destination for set-jetters. The canals of Venice (The Tourist), the ancient streets of Rome (Roman Holiday), and the vineyards of Tuscany (A Good Year) offer picture-perfect travel spots steeped in cinematic history. Italy’s tourism board markets walking tours and film heritage trails, connecting global tourists with iconic locations from beloved films.
United Kingdom: A Cinematic Time Capsule
The UK boasts a long-standing relationship with film, with London and the Scottish Highlands appearing in countless blockbusters. Harry Potter, James Bond, and Downton Abbey all have roots in British locations. Tourism agencies have embraced this with dedicated experiences, including studio tours, on-location walks, and behind-the-scenes access to classic film sets.
Australia: Nature and Film Intersect
From the surreal landscapes of the Outback in Mad Max: Fury Road to the aquatic wonder of the Great Barrier Reef in Finding Nemo, Australia has capitalised on its diverse geography. Sydney’s Bondi Beach and urban skyline continue to appear in action and drama films. Tourism Australia offers guided filming location tours, attracting a wave of movie lovers.
South Africa: African Scenery on the Silver Screen
South Africa’s filmic footprint is expanding with locations featured in The Dark Tower, Avengers: Age of Ultron, and Mad Max: Fury Road. The country’s mix of natural beauty and urban vibrancy has made it a prime location for filmmakers. Tourism South Africa is developing tailored film-tourism routes, capitalizing on its status as a rising set-jetting hotspot.
Conclusion: A Global Tourism Renaissance Through Film
Set-jetting is reshaping the global travel landscape. As more destinations spotlight their film credentials, travelers are increasingly choosing holidays based on what they’ve seen on screen. Malaysia’s entry into this niche market demonstrates the global power of entertainment-driven tourism. Countries like New Zealand, Iceland, and Italy have already turned cinematic fame into sustainable tourism goldmines — and Malaysia now hopes to do the same. By turning film locations into real-life adventures, these destinations are not only boosting arrivals but also offering unforgettable, star-studded experiences.
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