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Reel Destinations
From Anne of Green Gables to Oak Island, “set-jetting” is transforming Atlantic Canada’s stories, screens and stages into powerful tourism engines
In 2025, Expedia said 66 per cent of all bookings were based on fan travel. Often referred to as set jetting, it’s when vacationers go to a destination because it’s the location of a favorite TV show, movie or book. In 2026, Expedia further refined their study to say that 81 per cent of Gen Z and millennial travellers now plan their getaways based on what they’ve seen on screen.
Set jetting is such a powerful travel motivator that VisitBritain teamed up with the British Film Institute to harness the growth and visitor experiences related to top draws like Harry Potter and Downton Abbey. It’s thanks to Bridgerton that Castle Howard in North Yorkshire, England experienced a 3,400 per cent increase in 16 to 24-year-old visitors. Meanwhile, The Lord of the Rings film trilogy spurred so many visitors to New Zealand that they were known as Tolkien Travellers. Even MSC Cruises are incorporating film-locations in their marketing and itineraries.
Atlantic Canada’s best-known example is the Anne of Green Gables franchise. A 2023 study by Tourism PEI valued the Anne market at $220 million. Parks Canada says 220,239 people visited the Green Gables Heritage Place in 2025.
(Photo: Louise Vessey)
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