Following the highly anticipated Netflix premiere of Enola Holmes 3 on July 1, 2026, international travel interest is already shifting toward the cinematic backdrops that brought the Victorian-era mystery to life. Starring Millie Bobby Brown and Henry Cavill, the third installment of the detective franchise split its production between the sun-drenched archipelago of Malta and the controlled environments of Shepperton Studios in Surrey, England. As viewers stream the new release, travel experts predict a significant influx of tourists flocking to these real-world locations, fueled by the rapidly expanding trend of “set-jetting”.
The Economic Power of Set-Jetting
Set-jetting, the practice of traveling to destinations featured in popular films and television series, has evolved from a niche hobby into a dominant force in the global travel industry. According to industry forecasts for 2026, cinematic tourism is currently projected to be an $8.4 billion industry. Market data reveals that an astounding 81 percent of Gen Z and Millennial travelers now plan their itineraries based on locations they see on screen.
The global film tourism market reached $66.2 billion in 2025 and continues to grow at a rapid pace. For travel hubs and local economies, landing a major streaming production is comparable to launching a massive, internationally funded tourism campaign. The release of Enola Holmes 3 is expected to drive immediate flight and hotel searches for both Malta and the United Kingdom, mirroring the exponential tourism boosts seen in previous years by destinations featured in hit global franchises.
Malta Steps Into the Spotlight
While earlier films in the franchise relied heavily on the gritty aesthetics of historic England, Enola Holmes 3 ventures into the Mediterranean. The production, which filmed on location during the spring of 2025, utilized Malta’s stunning architecture and historic streets. Notably, the story embraces the location directly, featuring Enola preparing for an impending wedding at St. Paul’s Cathedral in the medieval city of Mdina. Additional filming took place in the capital city of Valletta, Mellieħa, and along the scenic Marfa Ridge.
For Malta, this screen exposure perfectly aligns with a highly successful, decade-long economic strategy. The Maltese film industry has transformed into a massive economic engine. Recent reports from the Central Bank of Malta confirm that the film sector generated over €1.2 billion in gross value added for the national economy between 2018 and 2025. By offering competitive cash rebates of up to 35 percent for international productions that use local facilities or depict Malta as itself, the island nation has sustained around 2,500 full-time equivalent jobs annually in recent years. The arrival of film tourists eager to trace Enola’s footsteps through Mdina’s narrow, winding alleys will inject additional revenue directly into local hospitality, dining, and retail sectors.
Shepperton Studios and England’s Screen Tourism
Beyond the Mediterranean sunshine, the core of the film’s elaborate interior sequences was grounded in Surrey, England. Shepperton Studios provided the massive soundstages required to recreate intricately detailed Victorian sets, including the iconic 221B Baker Street and Enola’s own detective agency.
England’s infrastructure for film production is deeply intertwined with its tourism appeal. Shepperton Studios itself recently underwent a £500 million expansion, adding extensive new sound stages and infrastructure that pushed its total footprint to approximately 1.2 million square feet. This positions it as the second-largest film studio in the world and serves as a long-term base for streaming giants like Netflix and Amazon. While tourists cannot wander freely through active soundstages, the global popularity of UK-produced historical dramas consistently drives high volumes of visitors to London and the surrounding home counties. Visitors frequently seek out Victorian architecture, classic London streets, and heritage sites that emulate the atmosphere of the screen.
A Sustainable Future for Film Tourism
As Enola Holmes 3 secures its spot at the top of streaming charts this month, destination marketing organizations in both Malta and the UK are preparing for a sustained wave of visitor interest. The long-term impact of this set-jetting boom presents both lucrative opportunities and modern challenges.
Local economies stand to gain immensely, with international viewers transforming their digital entertainment into physical travel bookings. However, tourism boards are increasingly focused on balancing this sudden influx with sustainable tourism practices. By encouraging travelers to explore beyond the primary filming locations and visit during off-peak seasons, destinations like Malta and Surrey can ensure that the economic windfall of cinematic tourism benefits local communities without overwhelming the historic sites that make these on-screen stories so captivating.
