In February 2024, Netflix released the highly anticipated TV series One Day, based on the best-selling novel by David Nicholls. The series quickly captivated audiences worldwide with its compelling story and stunning filming locations. Among these, the Greek island of Paros stood out, enchanting viewers with its picturesque landscapes and charming ambience.
This surge in popularity has sparked a burgeoning interest in ‘set-jetting’—a travel trend where holidaymakers flock to destinations featured in their favourite films and TV shows. As Paros becomes a prime spot for set-jetting tourism, it joins the ranks of other iconic locations like Dubrovnik for Game of Thrones and Sicily for The White Lotus.
Picturesque Paros makes an appearance in episode four
Nestled in the heart of the Cyclades, the Greek island of Paros is a paradise of white-washed buildings, crystal-clear waters, and idyllic landscapes. Its charm and natural beauty made it an ideal filming location for Netflix’s One Day released earlier this year. Based on the best-selling book by David Nicholls, the series features key scenes shot in Paros, alongside other locations such as Edinburgh and London.
In the fourth episode of One Day, Emma and Dexter embark on a drama-filled holiday to Greece, with Paros taking centre stage. Iconic locations featured in the episode include the harbour at Naoussa and the town of Parikia. Parikia, the island’s capital and main port, is depicted with its pretty, whitewashed buildings adorned with colourful bougainvillaea, narrow cobblestone streets, and a lively waterfront promenade lined with tavernas and cafes. The series also filmed on the island’s beaches and at Naoussa Harbour, further highlighting Paros’s stunning landscapes.
Aside from Paros, the hit Netflix series features several iconic locations across London, Edinburgh, and Paris, adding to the show’s rich visual appeal. In Edinburgh, key scenes include Emma and Dexter’s first meeting at the Old College of Edinburgh University and their poignant hike up Arthur’s Seat, offering breathtaking views of the city. The Vennel Steps in the old town, where the pair share a memorable kiss, further highlight Edinburgh’s historic charm.
Primrose Hill in London provides a picturesque backdrop for Emma and Dexter’s heartfelt conversations, while Dexter’s café scenes are filmed at La Maison in Islington. The city’s diverse locales, including King’s Cross station and the Savoy Hotel, add to the narrative’s depth. Paris, the city of love, features prominently in episode twelve, where Emma and Dexter finally unite. Scenes were shot along Rue Pierre Semard, Passerelle Emmanuelle Riva, and outside Emma’s apartment on Rue des Gobelins, capturing the romantic essence of Paris.
How Netflix’s hit-show impacted tourism in Paros
The release of Netflix’s One Day led to a significant boost in tourism for the Greek island of Paros. This lesser-known island, featured prominently in the series, has captivated viewers with its picturesque landscapes and charming villages. Since the show’s debut, Airbnb has reported a 32% surge in searches for accommodations in Paros from UK guests, highlighting the island’s newfound popularity.
The series, which chronicles a 20-year love story across 14 episodes, showcases some of Europe’s most stunning locations, including Rome, Greece, London, and Edinburgh. However, it is Paros, where the protagonists holiday in episode four, that has particularly piqued interest.
Often overlooked in favour of more famous Greek islands, Paros is now experiencing a renaissance in tourism. The influx of visitors eager to experience the beauty of Paros firsthand has revitalised the local tourism industry.
Holiday destinations have become popular set-jetting locations
The phenomenon of choosing holiday destinations based on their appearances in popular films and TV shows, known as ‘set-jetting’, has become a significant trend in recent years. This trend allows fans to immerse themselves in the worlds of their favourite stories, experiencing the settings firsthand and the trend also boosts tourism around the world.
This trend is not unique to Paros. Dubrovnik in Croatia, famously depicted as King’s Landing in Game of Thrones, has become a major tourist destination, drawing fans from around the globe to its mediaeval streets and historic architecture. Dubrovnik even experienced overcrowding in the wake of the popular TV show, leading to an influx of travellers putting strain on the location.
Similarly, The White Lotus has popularised various exotic locations, including Hawai’i, Sicily, and Thailand, attracting visitors who wish to relive the series’ dramatic and scenic moments.
The allure of Greek islands extends beyond the lesser-known island of Paros. Corfu, another gem in the Aegean Sea, gained fame through The Durrells and the earlier BBC drama of the same story, My Family and Other Animals. Fans of the 1987 series can visit the Fundana Estate, a 17th-century Venetian manor house that stood in for the Strawberry-Pink Villa. This estate offers stunning views of wooded hillsides and Mount Pantokrator, and tourists can even stay in modern villas on the same estate where the series was filmed.
Greece is also a hit filming location for films as well as television shows, with the popular 2008 film Mamma Mia! showcasing the stunning islands of Skiathos and Skopelos.
Set-Jetting: A new chapter in travel trends
Paros, propelled into the spotlight by Netflix’s One Day, exemplifies the powerful influence of set-jetting on tourism. As fans seek to experience their favourite film and TV locations, destinations like Paros continue to thrive, showcasing the enduring allure of merging storytelling with real-world exploration.