The phenomenon has a name: set-jetting. More and more travellers are choosing their next holiday not because of a guidebook or a social media influencer, but because of a television series or a film
According to recent tourism trends, destinations featured on streaming platforms and in international cinema are increasingly becoming travel hotspots, and Denmark is among the Nordic countries benefiting from the trend. For All Things Nordic, this marks the beginning of a new editorial series exploring how cinema and television are reshaping tourism across the Nordic countries. Denmark is the natural place to begin.
Denmark’s rise as a screen destination
Unlike countries that owe their popularity to a single blockbuster franchise, Denmark offers something more subtle. Its productions rarely rely on spectacular landscapes alone. Instead, they invite viewers into authentic neighbourhoods, historic castles, windswept coastlines, and the rhythms of everyday Scandinavian life. This authenticity has become one of the country’s strongest tourism assets. The success of Danish television over the past two decades has introduced millions of viewers to Copenhagen‘s colourful waterfronts, modern architecture, royal palaces and quiet provincial towns, transforming them into destinations worth exploring in person.
The Killing (Forbrydelsen)
Few Nordic productions have had a greater international impact. The atmospheric crime drama follows detective Sarah Lund through some of Copenhagen‘s most recognisable districts while also venturing into forests, harbours and suburban neighbourhoods. Rather than presenting postcard Denmark, the series showcases a capital that feels real, complex and deeply human. Fans often seek out locations around Christianshavn, City Hall, the harbourfront and several residential districts that became instantly recognisable throughout the series. While The Killing is closely associated with Copenhagen, during season three the series also ventures into Jutland, where the investigation takes Sarah Lund into quieter West rural landscapes that contrast sharply with the capital. These episodes reveal another side of Denmark—open farmland, small towns, windswept roads and an atmosphere of isolation that became an essential part of the show’s distinctive Nordic Noir aesthetic. For travellers, they offer a reminder that some of Denmark‘s most compelling scenery lies far beyond Copenhagen
Borgen
For visitors interested in politics and modern Scandinavian society, Borgen offers an entirely different journey. Much of the series revolves around Christiansborg Palace, home to the Danish Parliament, the Prime Minister’s Office and the Supreme Court. Combined with scenes across Copenhagen‘s cafés, streets and waterfronts, the show provides an intimate portrait of one of Europe’s most liveable capitals. For many international visitors, Borgen has become an unexpected introduction to Danish democracy and political culture.
The Chestnut Man
Netflix‘s psychological thriller The Chestnut Man introduced audiences to a darker side of Zealand. Filmed across Copenhagen and the surrounding countryside, the series combines elegant urban settings with quiet forests and rural landscapes, encouraging viewers to explore destinations beyond the capital.
Rita
Not every Danish series revolves around crime. The popular comedy-drama Rita presents everyday Danish life through schools, neighbourhoods and family relationships. While its appeal is less about individual filming locations, it offers perhaps the most authentic glimpse into contemporary Danish society, making viewers curious about the country’s celebrated education system and relaxed lifestyle.
1864
History lovers have found another reason to visit Denmark through ‘1864’. The lavish historical drama recreates the Second Schleswig War, with filming taking place in castles, estates and landscapes across southern Denmark. It encourages visitors to discover battlefields, museums and historic sites connected with one of the country’s defining national events. The historical epic takes viewers across some of Denmark’s most evocative landscapes. While many of the family and manor house scenes were filmed on the island of Funen, at historic estates such as Hagenskov, Hvidkilde and Egebjerggård, the story’s emotional heart lies in Southern Jutland. The series recreates the dramatic events surrounding the Battle of Dybbøl, encouraging visitors to explore the preserved battlefield, Dybbøl Mill and the historic town of Sønderborg, where one of the defining chapters of Danish history unfolded
The Kingdom (Riget)
Lars von Trier‘s cult classic transformed Copenhagen‘s Rigshospitalet into one of Europe’s most famous fictional hospitals. Although access to filming areas is naturally limited, architecture enthusiasts frequently include the hospital in broader explorations of modern Copenhagen.
The Bridge (Bron/Broen)
Although officially a Danish-Swedish co-production, The Bridge deserves a place in any Danish screen itinerary. The Øresund Bridge itself has become one of Scandinavia’s most iconic modern landmarks. Fans often travel between Copenhagen and Malmö specifically to experience the setting that launched one of the greatest Nordic Noir franchises ever produced.
Danish cinema beyond television
Feature films have also helped shape Denmark’s international image. Thomas Vinterberg‘s Another Round (Druk) showcases Copenhagen through schools, parks, restaurants and waterfronts, presenting a city that feels vibrant, intimate and unmistakably Danish. His Oscar-winning The Hunt (Jagten) offers a portrait of provincial Denmark rarely seen by international tourists, while Susanne Bier’s films frequently capture elegant residential neighbourhoods and coastal settings. Family audiences may recognise Copenhagen from A Royal Affair, while fans of Danish cinema continue to seek locations associated with directors such as Carl Theodor Dreyer and Lars von Trier.
Beyond Copenhagen
Screen tourism also encourages travellers to explore regions outside the capital. Visitors inspired by Danish productions increasingly discover:
• North Zealand and its royal castles
• Møn and Stevns with their dramatic cliffs
• Funen’s villages and manor houses
• West Jutland‘s windswept North Sea coast
• Aarhus and East Jutland‘s modern cultural scene
• Southern Denmark’s historic landscapes connected with 1864
These destinations reveal a Denmark that is far more geographically diverse than many first-time visitors expect.
A perfect fit for Nordic tourism
Set-jetting aligns naturally with the Nordic travel experience. Rather than chasing celebrity culture, visitors often seek atmosphere, authenticity and everyday life—the very qualities that Scandinavian productions portray so effectively. As streaming platforms continue investing in Nordic storytelling, television and cinema are becoming powerful ambassadors for the region, inspiring travellers to experience these landscapes beyond the screen.
