Why Travel Brands Are Betting Big on Microdramas
Set-jetting and loyalty building in vertical format
Remember when everyone wanted to visit Croatia after watching Game of Thrones? Or how The White Lotus sent tourists flooding to Hawaii and Sicily? That’s called set-jetting, and it’s one of the most reliable ways film and TV influence travel decisions.
Now imagine triggering that same desire with content specifically designed to showcase a travel destination, released weekly in digestible episodes that people actively seek out. That’s the microdrama opportunity.
When viewers follow a romantic storyline unfolding across Macao’s historic streets or watch characters fall in love at a mountain resort, those locations become more than pretty backdrops. They become part of an emotional experience. And emotion is what drives travel bookings.
The Macao Blueprint
In late 2025, the Macao Government Tourism Office tried something ambitious. Instead of traditional ads targeting Southeast Asian travelers, they produced two TikTok microdramas with time-traveling romantic pl…
