Quintana Roo Eyes ‘Set-Jetting’ Boom as Expedia Report Links Film Exposure to Bookings

Cancún, Quintana Roo — One in five international travelers has booked a trip after first learning about a destination in a movie or TV series, according to Expedia Group’s Unpack ’27 report, a trend that gives the Mexican Caribbean a fresh opening to promote itself.

The report points to the rise of “set-jetting” — travel inspired by what people see on screen — and suggests Quintana Roo could make far more of the format.

Carrie Wilder, Expedia Group’s senior director for Mexico and Latin America, said the state needs a stronger presence in film and television productions to spark interest among new visitors and capitalize on the trend’s growth.

The same pattern holds inside Mexico. According to survey results released with the report, 62 percent of Mexican respondents said they researched destinations after seeing them on screen, and 25 percent said they booked a trip for that reason.

Wilder pointed to Love Is Blind, the reality series that films on several beaches and shoots part of its season in Tulum.

“I always use the example of Love Is Blind, where they film on several beaches and record part of it in Tulum,” she said. “That’s excellent because millions of people see the show, the hotel and the activities, and it’s great promotion. I hope there are more examples that show Mexico’s beauty on screen.”

She said she expects Mexico’s incentives for the film industry, along with new productions tied to figures such as Salma Hayek, to help showcase Quintana Roo’s natural and tourist attractions to international audiences.

A 30 percent tax incentive and a state film commission

In February 2026, Mexico’s federal government announced a tax incentive equal to 30 percent of the income tax for film and audiovisual projects shot in the country, aimed at attracting productions, creating jobs and strengthening the domestic industry.

Quintana Roo runs its own Film Commission to ease the arrival of film projects and digital platform productions, and promotes its beaches, cenotes, jungles and other Caribbean settings as shooting locations.

The push goes beyond tourism exposure: shoots can generate business for hotels, transport, food service and local suppliers.

The challenge for Quintana Roo will be turning that visibility into actual visits and longer stays while building the conditions needed to host national and international productions.