“Set-jetting” — choosing travel destinations based on movie and TV filming locations — is surging. Some of the most extravagant are James Bond-themed tours, which can cost as much as $73,500 per person for the full 12-day experience.
From the post-apocalyptic bleakness of the TV show “The Last of Us” to the glamorous European destinations in the sprawling James Bond movie franchise, one source of travel inspiration is taking on fresh appeal as pandemic restrictions recede: the fictional worlds of film and television.
People are as drawn to the places in the movies as they are to the plots, said Tom Marchant, a co-founder of Black Tomato, a travel company based in New York and London that was enlisted by the Bond movie producer, EON Productions, to celebrate the 60th anniversary of the first Bond film, “Dr. No.” That desire to be immersed in fictional worlds has also been noted by streaming companies such as Netflix, which is expanding its slate of interactive events. From Regency-era balls in cities like New York to uncovering a secret government lab at a Los Angeles event, attendees are given the opportunity to dress up and engage with plotlines of shows like “Bridgerton” and “Stranger Things” .
Among the most obvious winners of screen tourism this year, travel advisers say, is the cliffside town of Taormina, Sicily, where the second season of the HBO show “The White Lotus” takes place. One $7,500 weeklong “White Lotus” tour was so in demand that it sold out months in advance, according to Quiiky Travel, a tour operator catering to LGBTQ clients.
They will also be able to indulge in the brands featured in the Bond world, including an Aston Martin workshop in Millbrook, England, and a private tour of the Bollinger vineyards in the village of Ay, France.
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