What is 'set-jetting' and why is it trending in 2026?

Set-jetting is the travel trend of visiting real-world filming locations featured in popular TV shows and films, and it surged in 2026 as streaming platforms released more globally filmed content, driving a measurable spike in tourism to featured destinations.

Which countries are the most popular set-jetting destinations in 2026?

In 2026, the UK, Iceland, South Korea, Italy, and New Zealand consistently rank among the top set-jetting destinations, thanks to their starring roles in hit series across major streaming platforms like Netflix, HBO, and Disney+.

Do I need to book set-jetting tours in advance?

Yes — guided filming location tours in high-demand destinations often sell out weeks or months ahead, especially during peak travel season, so booking early is strongly recommended to secure your spot.

Are the filming locations shown in TV shows open to the public?

Most exterior filming locations are publicly accessible, but some private estates, studios, or restricted areas may require a paid tour, special permit, or can only be viewed from a distance.

How can I find the exact filming locations for my favorite TV show?

Dedicated sites like MovieMaps, Atlas of Wonders, and the IMDb filming locations database are reliable resources for pinpointing exact shoot locations, and many tourist boards now publish official set-jetting guides for shows filmed in their region.

John F. Kennedy International Airport / Wikipedia

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Top 10 Set-Jetting Destinations Inspired by Hit TV Shows in 2026

Television is turning entire towns into bucket-list destinations, and Dubrovnik remains the clearest proof: fourteen years after standing in as King's Landing in Game of Thrones, the Croatian coastal city is still riding the tourism boom. Taormina's profile shifted almost overnight once The White Lotus's second season aired, Bath has leaned into its Bridgerton connection with barely any set dressing needed, and VisitScotland credits Outlander with generating £161 million in screen tourism value for Scotland in a single year. With Emily in Paris now filming its sixth season on Mykonos, this list tracks the real places currently riding a hit show's afterglow.

Community-RankedUpdated Sep 7, 2026

What if your next holiday destination was chosen not by a travel agent, but by a screenwriter? That is the premise behind set-jetting, the travel trend that has quietly grown from a curious fandom habit into a $8 billion industry reshaping global tourism in 2026. Set-jetting — the practice of booking trips to destinations made famous by hit TV shows and films — now influences the travel decisions of 81 percent of Gen Z and Millennial travelers, according to industry surveys. When Netflix drops a new season of Emily in Paris or HBO delivers a prestige limited series, booking engines around the world register the tremors within days. This list ranks the ten most compelling set-jetting destinations of 2026 by combining four criteria: documented tourism impact (measured in booking surges, search-trend spikes, and economic valuations where available), the calibre of the television series driving interest, the accessibility and quality of the travel experience once you arrive, and the durability of the destination beyond its screen association. A location that offers a spectacular travel experience regardless of the show — a medieval walled city, a volcanic Sicilian hillside town, a Georgian terrace in Bath — ranks higher than a destination whose appeal evaporates the moment the series ends or when a competitor show steals the cultural moment. The methodology draws on data from home-swap platforms (which reported a 3,221 percent rise in Roman property wish-lists following the Emily in Paris Season 5 announcement), Google Trends analyses, hotel rate benchmarks from hospitality research firms, and official visitor economy studies such as VisitScotland's screen tourism valuation. Where hard numbers exist, we cite them. Where the evidence is qualitative — the unmistakable atmosphere of walking through Dubrovnik's limestone streets while the Adriatic glints below — we say so plainly. Who is this for? For the traveller who already knows they are going to be inspired by something they watched last night and wants to make an informed choice between competing destinations. For the travel planner mapping a European summer around two or three emotionally resonant stops. For the curious reader who wants to understand why certain cities are suddenly impossible to book on a long weekend. And for the increasingly common traveller who admits, without embarrassment, that a four-minute scene set on a Roman piazza has done more for their desire to visit Italy than a decade of guidebook browsing. The screen-inspired travel trend matters beyond individual itineraries. It is reordering destination hierarchies at speed. Cities that might have taken a generation to build international recognition — Taormina in Sicily, the Dark Hedges of Northern Ireland, the Georgian crescents of Bath — have achieved global name-recognition in a single season of television. Dubrovnik, which spent centuries as a jewel of the Adriatic known mainly to discerning European travellers, became King's Landing to the entire planet within two seasons of Game of Thrones. In 2026 several converging events are amplifying the trend simultaneously. Outlander's final season premiered in March, drawing a new wave of pilgrims to the Scottish Highlands. Bridgerton's fourth season returned in January, sustaining Bath's Regency-era tourism boom. Emily in Paris began filming its sixth season in Mykonos in May — an island now processing a real-time set-jetting transformation while the cameras are still rolling. These are not passive cultural moments. They are economic events, and the destinations that manage them intelligently will reap the rewards for decades. The ten destinations below represent the strongest confluence of television prestige, measurable tourism impact, and genuine travel quality available to the screen-inspired traveller in 2026. Whether you have watched every episode or are simply drawn to the aesthetic of a particular place on screen, these are the locations worth your time, your passport stamp, and your holiday budget this year.

390 viewsJun 1, 2026 Updated Sep 7, 2026

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Documented, quantified economic and visitor-number effect attributed to the television series, including booking surges, search-trend spikes, and official visitor economy valuations

Rank	Item	Score	Notes
#1	Dubrovnik, Croatia	10.0	14-year continuous tourism boom with documented visitor cap introductions is the most durable set-jetting impact record on the list.
#2	Taormina, Sicily, Italy	10.0	5,000 percent search spike and 80 percent real-terms hotel rate increase are the most precisely quantified proportional impacts anywhere on the list.
#3	Paris, France	9.0	38 percent tourism attribution rate in a city already receiving 30 million annual visitors represents extraordinary incremental impact.
#4	Edinburgh & the Scottish Highlands	9.0	£161 million annual screen tourism valuation from VisitScotland 2023 is the highest absolute pound-value figure on the list.
#5	Rome, Italy	8.0	3,221 percent home-swap wish-list surge is the largest single-announcement booking-intent spike on any platform, though overall economic data is still developing.
#6	Bath & the English Cotswolds, UK	7.0	Bridgerton drives consistent multi-season UK inbound tourism but lacks a single verified economic impact figure comparable to Taormina or Dubrovnik.
#7	Northern Ireland & the Dark Hedges	7.0	250,000 annual Dark Hedges visitors and £250 million production economic impact confirm real scale, dampened by the 2019 series conclusion.
#8	Mykonos, Greece	5.0	Advance booking uplift of 25-35 percent is promising but the full impact is prospective — Season 6 has not yet aired.
#9	New York City	5.0	Walking tour bookings sustaining three years post-finale show durable but declining momentum without new episodes.
#10	Dublin & County Sligo, Ireland	4.0	Tourism impact is real but sparsely quantified; 104 Dublin productions spread the effect across many shows rather than concentrating it.

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#1
Dubrovnik, Croatia
Dubrovnik is the definitive set-jetting destination, the city that proved a single television series could transform an entire destination's global identity. Featured as King's Landing in Game of Thrones from Season 2 (2012) through the finale in 2019, the Croatian coastal city has sustained a tourism boom stretching across 14 consecutive years — a durability no other set-jetting destination has matched. The medieval Old Town, a UNESCO World Heritage Site since 1979, provided HBO's production designers with limestone streets, fortified walls, and Baroque architecture that required virtually no modification to become Westeros's capital. The Jesuit Staircase on Gundulic Square served as the site of Cersei's walk of atonement; Fort Lovrijenac became the Red Keep exterior; Pile Gate stood in as a city entrance. All remain open to visitors. The economic impact has been profound. Pre-Game of Thrones, Dubrovnik welcomed approximately 1.2 million visitors annually. By 2018 that figure had climbed to over 1.8 million, prompting the city to introduce visitor caps (4,000 inside the Old Town walls at any one time) and a cruise-ship entry management programme — the first Croatian city to manage overtourism at that scale. Tour operators offering dedicated Game of Thrones walking tours now number more than 40, commanding premium prices of €40 to €120 per person. The Dubrovnik Tourism Board formally markets the city's screen association through its King's Landing Experience programme. In 2026, with the Game of Thrones prequel series House of the Dragon continuing to air and fresh audiences discovering the original series through streaming catalogues, Dubrovnik's set-jetting appeal shows no sign of diminishing. The city's genuine architectural grandeur — the 2km city walls walkable by any visitor, the Rector's Palace, the Franciscan Monastery pharmacy dating to 1317 — means the travel experience stands entirely on its own merits once the fantasy associations are stripped away.
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#2
Taormina, Sicily, Italy
Taormina is the most quantifiably documented set-jetting success story of the 2020s, a hillside Sicilian town whose tourism profile was transformed almost overnight by The White Lotus Season 2, which aired on HBO in late 2022 and continued to generate economic waves through 2026. The statistics are extraordinary: Google Trends recorded a 180 percent spike in searches for 'Taormina' between December 2021 and December 2022, while searches for 'where was The White Lotus filmed' and 'Sicily holidays' collectively surged over 5,000 percent in the same period. Hospitality research firm HVS tracked average daily hotel rates in Taormina exceeding €1,200 during peak season — an 80 percent real-terms increase from the 2018 baseline, before the show aired. The San Domenico Palace, a Four Seasons property occupying a restored 14th-century Dominican monastery, served as the show's central hotel location and became instantly recognisable to the show's 5 million US viewers. Room rates at the property now reach €2,500 per night during summer peak, with waiting lists extending months in advance. Tour operators across Sicily report that booking enquiries citing The White Lotus accounted for 18 to 24 percent of all new client contacts in 2023, a figure that remained elevated through 2025-2026 as the series maintained cultural currency through streaming and awards coverage. Beyond the San Domenico Palace, the show filmed at the Greek-Roman Theatre (dating to the 3rd century BC and still hosting live performances in 2026), Isola Bella nature reserve, and throughout Taormina's Via Teatro Greco shopping street. The town's positioning atop a 200-metre cliff above the Ionian Sea, with Mount Etna visible on clear days, gives the destination a visual drama that translates powerfully to both television screens and Instagram feeds — a combination that proves almost irresistible to the set-jetting traveller.
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#3
Paris, France
Paris needs no introduction as a travel destination, but Emily in Paris — Netflix's glossy comedy-drama series following American marketing executive Emily Cooper — has done something remarkable: it has measurably shifted why people are visiting a city that already attracted more tourists than any other on Earth. A 2024 survey by Ifop Group found that 38 percent of entertainment-driven tourists cited Emily in Paris as their reason for visiting, while a broader study noted that 10 percent of all Paris visitors in the survey period had traveled specifically due to film or television content — with Emily in Paris generating the highest single-show attribution of any series in Parisian tourism history. The show's most photographed location is Emily's apartment building at 1 Place de l'Estrapade in the 5th arrondissement, where a steady stream of visitors queue to recreate the balcony scenes visible in promotional material. Café de Flore on Boulevard Saint-Germain, Palais Royal gardens, the Eiffel Tower's Champ de Mars, and the Musée de l'Orangerie all feature prominently across Seasons 1 through 6. Netflix and the Paris Convention and Visitors Bureau have collaborated directly on dedicated Emily in Paris tourism maps, with official walking tour routes available through the bureau's website since 2021. With Season 5 expanding the narrative to Rome and Season 6 (filming in Mykonos as of May 2026) continuing the franchise, Paris functions as the emotional and narrative anchor of the entire Emily in Paris travel ecosystem — the city that started it all and to which the series regularly returns. The sustained multi-season presence means Paris benefits from compounding set-jetting effects: each new season reactivates interest in the Paris locations while introducing viewers to new destinations in the franchise's expanding geography.
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#4
Rome, Italy
Rome entered the set-jetting conversation at speed. When Netflix announced that Emily in Paris Season 5 would expand significantly into the Italian capital — with filming at Hotel Eden (Via Ludovisi), Palazzo Fendi on Largo Goldoni, Piazza Costaguti in the Jewish Ghetto, the Trevi Fountain, and multiple Colosseum-adjacent locations — the home-swap community Kindred recorded a 3,221 percent increase in wish-list additions for Roman properties among its UK members in the weeks following the announcement, compared with the same period a year earlier. The Season 5 episodes, released in 2025, brought Emily Cooper and her circle to Rome in a narrative arc centred on Italian fashion and luxury hospitality — a framing that positions the city's high-end hotels, designer boutiques on Via Condotti, and Michelin-starred restaurants as aspirational targets for the show's affluent viewership. Hotel Eden, a Dorchester Collection property with panoramic terrace views across Rome's rooftops, reported a 40 percent increase in international enquiries in the quarter following the season's release. Palazzo Fendi, the brand's private luxury residence above the Via Condotti flagship store, became one of the most searched luxury accommodation options in Rome through late 2025. For 2026, Rome's set-jetting momentum is being sustained by the show's continued cultural presence — Season 6 filming in Mykonos keeps Emily in Paris in the weekly entertainment conversation, and streaming libraries continuously recirculate the Roman season to new viewers. The city's combination of 2,000 years of architectural history (the Colosseum dates to 72 AD, the Pantheon to 125 AD), a world-class restaurant scene, and the newly acquired Netflix glamour makes it one of the most compelling travel propositions in Europe.
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#5
Bath & the English Cotswolds, UK
Bath is the United Kingdom's premier Bridgerton destination, a Georgian city whose honey-coloured limestone architecture requires virtually no production design intervention to become the Regency-era London depicted in Netflix's hit period drama. Since Bridgerton's debut in December 2020, Bath's major Georgian streets — Abbey Green, Barton Street, the Royal Crescent, and Great Pulteney Street — have featured in every season, with the Royal Crescent's sweeping semicircle of 30 townhouses (completed 1774) serving as one of the show's most recognisable exterior locations. VisitBritain estimates that Bridgerton contributed to a measurable shift in inbound tourism to Bath and the surrounding Cotswolds region from 2021 onwards, with guided Bridgerton walking tours launching within months of the show's premiere. The Queen Charlotte: A Bridgerton Story prequel (2023) expanded filming to include Blenheim Palace in Oxfordshire (seat of the Duke of Marlborough, completed 1722), Waddesdon Manor in Buckinghamshire, and Hampton Court Palace — all of which now offer dedicated visitor experiences tied to the show. Bridgerton Season 4, which returned in January 2026, reinforced the UK filming base and prompted a fresh wave of bookings for Bath accommodation over the spring and summer 2026 seasons. The Cotswolds villages accessible from Bath — Lacock, Castle Combe, Bourton-on-the-Water — have also benefited from proximity to the filming ecosystem, with Lacock Abbey appearing in multiple period drama productions over three decades. For international visitors, the Bath-Cotswolds circuit represents the archetypal English countryside experience: afternoon tea, heritage estates, limestone villages, and Georgian architecture all within a 45-minute drive. The combination of Bridgerton's global audience (Netflix's biggest series ever at launch, reaching 82 million households in its first 28 days) and genuinely spectacular heritage assets places Bath firmly on any serious set-jetting itinerary for 2026.
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#6
Edinburgh & the Scottish Highlands
Scotland's claim to set-jetting greatness rests on a single extraordinary statistic: VisitScotland estimated that Outlander — the Starz time-travel drama based on Diana Gabaldon's novel series — generated £161 million in screen tourism value for Scotland in 2023 alone, making it the single most economically impactful television series in any destination on this list measured against GDP. The show, which follows 20th-century nurse Claire Randall transported back to 1743 Jacobite Scotland, uses the Scottish landscape as a narrative character: Culloden Battlefield (site of the 1746 Jacobite defeat, maintained by the National Trust for Scotland), Clava Cairns (the inspiration for the fictional standing stones at Craigh na Dun), Urquhart Castle on the banks of Loch Ness, and Doune Castle in Stirlingshire all feature across the show's eight seasons. Outlander Season 8, the confirmed final season, premiered on Starz on March 7, 2026 — perfectly timed to drive spring and early summer tourism to Scottish Highlands destinations. VisitScotland launched a coordinated 'Outlander Lands' campaign tied to the final season, with dedicated itineraries covering the Inverness-to-Culloden route, Loch Ness shoreline walks, and Edinburgh's Royal Mile locations visible in the show's contemporary timeline. The Jacobite Festival in August 2026 expanded to include battlefield walks and historical re-enactments specifically marketed to international Outlander fans. Edinburgh itself functions as the urban anchor for Scotland's set-jetting offer: the capital appears in Outlander's 1960s sequences and independently attracts screen tourism through productions including Trainspotting, One Day (2024 Netflix adaptation), and multiple documentary series. Scotland's landscape photography — the Glencoe valley, the Cairngorms plateau, the Isle of Skye's Quiraing ridge — translates with extraordinary power to social media, creating organic amplification that extends the show's tourism impact well beyond its original viewership.
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#7
Mykonos, Greece
Mykonos occupies a unique position on this list: it is the only destination currently undergoing its set-jetting transformation in real time. Emily in Paris Season 6 began principal photography on the Greek island on May 18, 2026, with confirmed locations including Agios Sostis beach on the island's north coast, the iconic Kato Mili windmills overlooking Little Venice, the labyrinthine boutique-lined Matogianni Street, and the picturesque fishing harbour of Alefkandra (Little Venice). The Four Seasons Resort Mykonos, which opened in 2024 with infinity pools cantilevered over the Aegean, is widely expected to feature as a key accommodation location based on unit photography circulating online. The intelligence from the travel booking industry is already moving. Greek National Tourism Organisation data for May-June 2026 shows that enquiries for Mykonos in the autumn-winter 2026 and spring 2027 windows — traditionally shoulder-season periods for the island — are running 25-35 percent ahead of the equivalent 2025 period. This advance booking shift, before a single episode has aired, demonstrates the forecasting power of the Emily in Paris brand. The show's track record is explicit: Saint-Tropez (Season 2) sustained elevated summer bookings for three consecutive seasons; Rome (Season 5) recorded the 3,221 percent home-swap surge before transmission. Mykonos already attracts approximately 1.5 million visitors annually, making it one of the Aegean's busiest islands. Its combination of whitewashed Cycladic architecture, internationally recognised nightlife, high-end beach clubs (Scorpios, Alemagou), and accessible charter flight connections from 22 European cities positions it to absorb and benefit from the Netflix halo effect more effectively than smaller Greek islands with less existing tourism infrastructure. Season 6 is expected to begin streaming in late 2026 or early 2027, at which point the Mykonos set-jetting effect will become fully measurable.
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#8
Northern Ireland & the Dark Hedges
The Dark Hedges in County Antrim, Northern Ireland, demonstrate set-jetting's power at its most concentrated: a single scene from Game of Thrones Season 2 (2012), in which Arya Stark flees King's Landing disguised as a boy, transformed a centuries-old avenue of beech trees planted by the Stuart family around 1775 into one of the most photographed natural sites in the entire United Kingdom. The tunnel of gnarled, interlaced branches stretching approximately 150 metres along Bregagh Road now generates an estimated 250,000 visitors annually, requiring Northern Ireland's Tourism Board to implement access management measures including parking restrictions and designated photography zones. Beyond the Dark Hedges, Northern Ireland's Game of Thrones footprint is extensive. Cushendun Caves on the Antrim Coast served as the cave where Melisandre gives birth to the shadow creature in Season 2; Murlough Bay near Fair Head provided exterior landscape shots throughout multiple seasons; the Tollymore Forest Park in County Down doubled as the Haunted Forest beyond the Wall in the very first episode (2011); and the Paint Hall Studios in Belfast's Titanic Quarter served as the show's primary production base for all eight seasons, generating an estimated £250 million in economic impact for Northern Ireland between 2011 and 2019, according to Invest Northern Ireland figures. Tourism Ireland markets the destination under the explicit Game of Thrones Trail branding, with an official map of 26 filming locations across Northern Ireland and the Republic. In 2026, with House of the Dragon continuing to air on HBO and new audiences discovering the original series through Max's streaming catalogue, Northern Ireland's medieval landscapes retain strong appeal for the international market. The coastal Causeway Route driving itinerary — combining the Giant's Causeway, the Carrick-a-Rede rope bridge, and the Dark Hedges — is frequently cited as one of the most scenic one-day self-drives in Europe.
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#9
New York City
New York City's relationship with set-jetting is older and more layered than any other destination on this list — Sex and the City began creating Carrie Bradshaw tourism in 1998, Friends' Greenwich Village apartment building has been a visitor stop for 30 years — but in the 2025-2026 cycle, Succession stands as the prestige drama driving the city's most discerning set-jetting audience. HBO's drama, which concluded its four-season run in May 2023, followed the Roy family's dynastic struggle for control of a Rupert Murdoch-style media empire, filming extensively across Midtown Manhattan and the Upper East Side. Key Succession filming locations in New York include One World Trade Center's observation deck (used for Roy family business scenes), the Lotte New York Palace Hotel (Park Avenue exterior shots), St. Ignatius Loyola Church on 84th Street (used for key funeral scenes), Jean-Georges restaurant at the Trump International Hotel on Central Park West (Logan Roy's dining preference), and the Waystar Royco offices filmed at 28 Liberty Street in the Financial District. Multiple walking tour operators now offer dedicated Succession itineraries, with TripAdvisor listings showing strong 4.5-to-5-star reviews and bookings running consistently through 2025 and into 2026, three years after the show concluded. New York's set-jetting value in 2026 is as a premium, post-series destination — a market segment that demonstrates how great television creates durable tourism assets even after production ends. The concentration of Succession locations in walkable Manhattan neighbourhoods, the accessibility of world-class restaurants and hotels featured on screen, and New York's inexhaustible appeal as a global city combine to sustain the Succession walking tour market well into the decade. For business travellers and luxury visitors already planning a New York trip, the show provides a curated lens through which to explore the city's power corridors.
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#10
Dublin & County Sligo, Ireland
Ireland's set-jetting credentials in 2026 rest primarily on Normal People, the Hulu and BBC Three adaptation of Sally Rooney's 2018 novel that became one of the most-discussed television events of the pandemic year (2020) and has sustained remarkable cultural longevity through streaming. The show follows Connell and Marianne from County Sligo to Trinity College Dublin, and the filming split between these two contrasting locations creates one of the most geographically coherent set-jetting journeys in Irish tourism. Trinity College Dublin, Ireland's oldest university (founded 1592), features extensively in the show's university sequences: the college's historic Front Square, the Robert Emmet Theatre, the Berkeley Library forecourt, and the college's cricket pitch all appear. Tourism Ireland reports that Dublin ranks first among Irish filmmaking destinations, with 104 separate film and television productions shot in the city, making it the most densely set-jetted capital city in Ireland by a significant margin. The Trinity College Book of Kells attraction, which predates Normal People by 1,200 years (the manuscript dates to approximately 800 AD), now attracts over 650,000 visitors annually and benefits from the college's renewed international visibility. County Sligo provides the show's rural Irish counterpoint: Tubbercurry (Connell's hometown exterior), Streedagh Beach (the Atlantic coastline featured in romantic scenes), and the distinctive silhouette of Ben Bulben mountain (associated with W.B. Yeats, who is buried at its foot) all feature in the series. Sligo Tourism has developed a dedicated Normal People location map for visitors, and the county's combination of prehistoric landscapes (Carrowmore megalithic cemetery, one of Ireland's largest, dates to 3,600 BC) and contemporary literary associations creates a multi-layered tourism proposition that extends well beyond fandom.
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Already-Famous vs. Made-Famous: Two Different Kinds of Set-Jetting Destination

These ten split into two genuinely different categories, and it's worth knowing which one you're looking at. Paris, Rome, New York, and Edinburgh were major global tourist destinations long before any of the shows discussed here existed — the television connection adds a specific reason to visit and reshapes which neighborhoods and landmarks get foot traffic, but it isn't creating the destination's appeal from nothing. Dubrovnik, Taormina, the Dark Hedges, and Mykonos-in-transition are the opposite case: places that had real, standalone appeal but were relatively niche on the world stage until a single show concentrated global attention on them almost overnight. That distinction matters for expectations: the already-famous destinations will feel roughly as busy and expensive with or without their screen connection, while the made-famous ones can see their character change fastest and most visibly — more dedicated tours, more infrastructure built specifically around the show, and a bigger gap between the pre-fame and post-fame version of the place.

The Durability Question: Which of These Effects Actually Lasts?

The list's own methodology names durability as a ranking criterion, and the destinations here show real variation on it. Dubrovnik is the clearest long-run case: Game of Thrones ended in 2019, and the tourism effect was still measured as sustained fourteen years after the show's Dubrovnik episodes first aired. Taormina's White Lotus effect has now held for several years past the season's 2022 airing, with hotel rates still elevated rather than reverting. Outlander's economic impact to Scotland was still being measured in the tens of millions of pounds annually as the show entered its final season in 2026 — a decade-plus after its debut. Compare that to Mykonos, which is mid-transformation with no episodes even aired yet, meaning its long-term durability is genuinely unknown and won't be measurable until well after Emily in Paris Season 6 releases. The pattern across the destinations with a long enough track record to judge: a screen effect lasts when the place has a genuine standalone reason to visit once the show's cultural moment passes, and fades fast when it doesn't.