‘Set-Jetting’ Morocco Through the Lens of Your Favorite Films and Shows — from “Sex and the City” to “The Odyssey”

Morocco has become an alluring destination for fans of popular films and television series, thanks in part to its remarkable landscapes and rich cultural heritage. Travel trends indicate a growing interest in what has been coined “set-jetting,” where individuals plan their holidays around locations that featured prominently in their favourite media. Among the most coveted locations are Marrakech and Essaouira, which have captivated visitors with their cinematic charm.

The bustling historic medina of Marrakech presents a vivid tapestry of Moroccan life, drawing tourists eager to experience its vibrant markets, intricately designed architecture, and enticing aromas wafting through the air. This enchanting setting provided the backdrop for scenes of “Sex and the City 2,” despite the film’s narrative suggesting an exotic trip to Abu Dhabi. The filming primarily took place within the medina, especially in its charming souks, where the character Carrie Bradshaw, portrayed by Sarah Jessica Parker, has memorable interactions.

While filming in Marrakech, Parker and her co-stars sometimes took refuge at La Mamounia, a renowned five-star hotel noted for its elegance and opulence. The same hotel has gained further fame as the setting for scenes in Netflix’s “Inventing Anna,” which reflects its status as a prominent venue in the city’s vibrant hospitality scene. The unique architecture and breathtaking gardens of La Mamounia continue to attract visitors looking for a slice of cinematic luxury.

Further along the coast, Essaouira emerges as another gem that beckons those with a penchant for film. The city is known for its tranquil ambience, stunning beaches, and impressive ramparts. Here, fans of Christopher Nolan’s upcoming release “The Odyssey” will find a touch of cinematic history. The production team constructed a giant wooden Trojan Horse for filming along Essaouira’s picturesque coastline, allowing visitors to relive the excitement of the drama within the film.

Essaouira also served as the fictional city of Astapor in the acclaimed series “Game of Thrones.” Its ancient walls and coastal views provided the perfect backdrop for pivotal scenes, making it a must-visit for diehard fans of the show. The historical significance and striking views from the city’s ramparts further enhance the allure of Essaouira as a destination steeped in cinematic history.

As the trend of set-jetting flourishes, travel platforms like Expedia report that one in five travellers will actively seek out locations inspired by films or television series by the year 2026. Generational shifts in travel habits have revealed that approximately 58% of younger travellers, including Gen Z and Millennials, are inspired to explore destinations linked to anticipated productions, further stimulating interest in places like Morocco.

For those wishing to immerse themselves in the rich cultural fabric of Marrakech, “The Mellah Hotel” offers a captivating experience. Located in the historic Jewish quarter of the medina, this boutique riad features carefully designed spaces, each representing a different theme and colour. Founders Simo Azzouz and Zakaria Lamrani meticulously restored the building, creating a tranquil haven that melds contemporary comfort with traditional Moroccan architecture.

Guests at the Mellah Hotel are treated to familial warmth and hospitality, complemented by a rooftop terrace that offers refreshing pool views against the backdrop of the Atlas Mountains. This tranquil setting provides the perfect escape for those wishing to unwind after a day of exploring Morocco’s enchanting locales.

Beyond its cinematic appeal, Morocco holds a deeper enchantment through its rich history, delectable cuisine, and the welcoming disposition of its local people. Each experience in this North African country presents an opportunity for connection and discovery, ensuring many visitors depart with dreams of returning before even leaving.

As global travel trends continue to evolve, Morocco remains a vibrant player in the world of set-jetting, providing unique opportunities for fans of film and television to walk in the footsteps of their favourite characters. Whether meandering through the vibrant streets of Marrakech or soaking up the serene coastal beauty of Essaouira, the country’s magical landscapes promise to create lasting memories that resonate well beyond the screen.