Surprise reason Aussies flocking to Paris
No – it’s not just because of the Olympics. There’s another reason Aussies are flocking to the city of love.
Paris is the place to be right now with the Olympics well and truly underway. And while Aussies are in the hotspot to support our athletes, there’s another reason they’re flocking to the city of love.
Immediately after Netflix launched the last series of its hugely popular Emily in Paris show, Expedia saw a big uptick in interest in the city (it’s filmed there).
Data obtained by news.com.au shows there was a 155 per cent year-on-year increase in Aussies booking flights to Paris and a 55 per cent year-on-year when it came to accommodation.
The figures are based on January 2022 to June 2022 travel dates compared to January 2023 to June 2023.
And it appears this year is no different with its fourth series due to drop on August 15.
“Shows like Emily in Paris have the ability to bring in a whole new tourism experience to the cities they’re filmed in. For example, when visiting Paris travellers now have the opportunity to follow in Emily’s footsteps with a walking tour of top filming spots,” Expedia travel expert, Sarah King told news.com.au.
The travel booking agency coined the term ‘set-jetting’ after it saw more people wanting to visit destinations after seeing it on a TV show or movie.
“With Paris in the spotlight right now and, of course, the upcoming launch of Emily in Paris, we expect the set-jetting trend to continue inspiring Aussies to visit the city of love,” Ms King added.
“Emily in Paris is a great example of where we’ve seen the set-jetting trend inspire travel itineraries. In fact, Expedia data found searches for Paris accommodation increased by 90 per cent in January, following the launch of season 3.”
She said for Aussies wanting to embark on an Emily-inspired Paris trip, her tip is to use Expedia’s in-app feature powered by ChatGPT.
“Travellers can start an open-ended conversation in the Expedia app and get recommendations on places to go, where to stay, and even unofficial Emily in Paris walking tour options.”
Those obsessed with the show, or tourists simply wanting to experience something a little different, the $39 walking tour goes to places in the show including Emily’s residence and Gabriel’s restaurant.
You can even visit Emily’s workplace and the garden where she met Mindy. All up it’s one hour and 40 minutes.
TikTok is awash with tourists filming themselves at various locations and venues from the show, too.
According to Expedia’s 2024 Trends in Travel report, 25 per cent of 25 to 34 year-olds said they’re likely to visit Paris due to the influence of a TV show or film.
More than 50 per cent of the same age group and over 60 per cent of those aged 18 to 24 have researched, considered, or booked a trip to a destination after seeing it in a TV show or movie.
Meanwhile, the country that topped the list of the most popular set-jetting destinations to watch in 2024 was Thailand for The White Lotus, season 3.
Romania came in second for Wednesday, season 2, followed by Malta for Gladiator 2 and of course Paris for Emily in Paris, season 4.
Australia came ninth on the list for Baz Luhrmann’s Faraway Downs series and the film Furiosaa.
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