'Set-jetting' trend inspires travel across the Golden State

Visit California partnered with creators to showcase the rising travel trend known as “set-jetting,” where travelers are inspired to visit destinations featured in their favorite books, television shows and films. Through immersive storytelling and curated itineraries, the campaign positioned California as the ultimate backdrop for cinematic and literary-inspired travel experiences.

Creator Vira Egelston (@ourrventure) set out on a cinematic California road trip, exploring Hallmark-worthy destinations from the coast to the mountains and wine country. Her journey captured the charm, scenery and cozy escapes that continue to make California one of the world’s most iconic filming destinations.

In Newport Beach, Vira embraced laid-back coastal luxury with stops at Crystal Cove State Park, Malibu Farm Lido, Lido Marina Village, Sherman Library & Gardens, Alta Coffee and Farmhouse at Roger’s Gardens. She stayed at the Bay Shores Peninsula Hotel, soaking in the relaxed beach-town atmosphere that has long attracted filmmakers and travelers alike.

From there, she headed to Big Bear Lake, highlighting the region’s rich Hollywood history and the many productions filmed there, including Gone with the Wind, Grey’s Anatomy and The Parent Trap. During her stay, she also visited the Big Bear Alpine Zoo and experienced the mountain town’s cozy alpine charm.

Vira continued on to the Santa Ynez Valley, where she explored the storybook streets of Solvang and nearby Los Olivos. Along the way, she visited Solvang Restaurant, the California Nature Art Museum, Bob’s Well Bread Bakery, Carhartt Family Wines, Brothers Red Barn Restaurant, Coast Range & Vaquero Bar, and The Good Life. She stayed at Hotel Ynez, rounding out her journey through one of California’s most picturesque wine country regions.

At the same time, Susan Bahr (@susancarolynn) followed in the footsteps of her favorite novels with stops across California, bringing beloved stories to life through the destinations, cafés and bookstores she explored. She was inspired to explore West Hollywood by the book Daisy Jones & The Six. She stayed at Hotel 850 SVB and experienced the literary charm of the Sunset Strip with visits to Book Soup, Bottega Louie West Hollywood, Z Pizza and Fan Girl Café. She discovered hidden gems including Mystery Pier Books and Hidden Treasures Topanga. Along the coast in Malibu, she saw what pushed Taylor Jenkins Reid to write the novel. There she visited Paradise Cove Beach Café and Malibu Village Books while staying at the Malibu Beach Inn.

Wanting to see more of the state and drawn by romance novel Love Hypothesis, Susan continued her journey north to San Jose. While there she explored the iconic Winchester Mystery House. Ate at La Foret and Cocola while staying at Hotel Valencia Santana Row. The trip showcased how California’s diverse destinations can immerse book-loving travelers in the worlds and settings they love most.

The campaign reinforced California’s role as a destination that inspires imagination, creativity and discovery. By connecting fictional worlds with real-life travel experiences, the campaign encouraged audiences to explore the Golden State through the power of storytelling and cultural connection.