HolidayIQ, India’s largest travel community released “The Pop Culture Tourism Trend 2016,” detailing travel trends on real time vacations in familiar locations from fictional franchises like movies, books and TV shows based on the reviews shared by 12 million travellers in the community.

Speaking on Set-jetting/ Pop Culture Tourism and about the trend in general as it is taking shape in India at the moment; Hari Nair, Founder and CEO, HolidayIQ, said that besides international destinations, a lot of destinations within the country are also attracting greater footfall lately on account of their association with recent or older works of cinematic or literary fiction. He says, “We have found that people in India are travelling more often during the year now, taking several shorter breaks and looking at destinations based on more than just scenic beauty. They are also going for more experiential holidays with greater interest in off-beat destinations, exploring pop culture tourism/set-jetting and other experience-led activities with greater enthusiasm.” 

He further said, “While some destinations have been influenced by Bollywood movies and others by books, there are some in particular which we have noticed from the HolidayIQ app that have been receiving a lot of attention of late: the mustard fields near Gurgaon/Gurugram (popular for the shooting of DDLJ); Dona Paula in Goa (Dilwale); The scenes with the prison pit filmed in Rajasthan (The Dark Knight Rises); Ramanagar in Bangalore (Sholay) and many others. We have, in fact, noticed a marked growth in the interest in pop-culture tourism over the last few months.”

We found “Set-jetting” / Pop Culture Tourism as the latest entrant into the ilk of popular holiday trends.


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