Film Nevada–SetJetters partnership turns a single scene into measurable tourism
'Netflix tourism' term emerges in Korea
Korea ranks #2 (13.5%) as overseas filming destination for U.S. TV, foreign productions in Seoul up 164% over a decade — but no measurement infrastructure
"They're buying plane tickets to see what they watched on Netflix."
The global film and streaming-tourism market has been growing at an annual rate of 7–8% since the mid-2020s, with forecasts placing it above $100 billion by the mid-2030s.
A single series produced by a streaming platform now lifts the visibility of a city or country and translates directly into tourism demand and airline and hotel revenue — a phenomenon the industry is settling into as 'streaming tourism,' a new category of the global travel industry.
Even ahead of this streaming wave, screen tourism — the practice of visiting filming locations — was already being elevated globally as a formal policy domain.
Film Nevada, the U.S. state's official film commission, recently signed a partnership with SetJetters, a global filming-location exploration app, launching a pilot to capture and analyze the fan interest sparked by on-screen scenes as actual visit data.
In Korea, as Netflix produces dozens of original K-content titles annually, the term 'Netflix tourism' has emerged — describing the travel trend of visiting Korean cities and tourist sites that viewers first saw on the platform. Industry experts argue that for this rising Netflix tourism to take root and grow further, Korea needs a data infrastructure capable of measuring how much it actually contributes to inbound tourism and regional economies.
▶ Nevada Steps Up: Screen Tourism as Policy
Under the partnership, the SetJetters app is being seeded with a large new layer of Nevada-shot scene data, and a gamified system rewards a digital badge to users who visit all 12 selected scenes across the Las Vegas area. As of the announcement, more than 60,000 users were already exploring Nevada on the platform organically.
The substantive change is the activation of a single pipeline — title → coordinate → visit → measurement. Every GPS-confirmed arrival generates an 'arrival data point,' producing the first policy dataset capable of measuring which titles actually convert into physical visits. SetJetters CEO Erik Nachtrieb framed the shift as a transition from "destination marketing to destination storytelling."
Nevada's deal with SetJetters is part of a full-stack film-industry policy. Film Nevada was established as the Division of Motion Pictures in 1982 and rebranded from Nevada Film Office to Film Nevada in 2025. It operates three service lines: LOCATIONS (filming-location database), CREW & SERVICES (production-crew directory), and INCENTIVES (the film tax credit program).
Notably, the Nevada film commission has expanded its courtship of streaming platforms in step with the shift in content distribution. As a result, streaming productions filmed in Nevada are rising fast.
The Lincoln Lawyer
Netflix's Obliterated (Nov 2023), made by the Cobra Kai team, was primarily produced in Albuquerque, NM, but shut down the Las Vegas Strip on location for car-chase and explosion sequences. Netflix's legal drama The Lincoln Lawyer shot the character Cisco's Las Vegas motorcycle ride — past the Bellagio fountain and the Flamingo's hot-pink neon — on the actual Strip.
Flimings in Nevada
▶ From a $66B Market to a Projected $145B — and the Rise of 'Netflix Tourism'
As streaming services expand globally, the screen-tourism market continues to grow. Travelers visiting cities and countries specifically to see filming locations they encountered through streaming services are rising rapidly.
Industry estimates put the global screen-tourism market at $66 billion in 2025 and project it at $145 billion by 2035 — a CAGR of 8.2% that ranks among the fastest-growing single-category tourism segments.
Streaming services led by Netflix are driving that growth. When a global streamer launches a title, local filming locations get worldwide exposure simultaneously, locking in a structure where a single sce
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고삼석 상임의장 · Chairman Samseog Ko
고삼석(Ko Samseog)은 K-EnterTech Forum 상임의장입니다. 동국대학교 첨단융합대학 석좌교수이자 국가인공지능전략위원회 분과위원으로, 30년 이상의 방송통신 정책 및 산업 경험을 바탕으로 K-콘텐츠와 글로벌 엔터테인먼트 기술의 융합을 선도하고 있습니다. 前 방송통신위원회 상임위원을 역임했으며, ZDNet Korea에 정기 칼럼을 연재 중입니다.
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