Mid-Norway, known for its fjords and Viking history, has become an emerging filming location for major productions, with Netflix series such as Billionaire Island drawing visitors to its coastal islands. The trend, called "set-jetting," sees holidaymakers visit places featured in films and TV shows, from Italian seaside resorts to Parisian bakeries.
Norwegian Air offers direct flights from London Gatwick to Trondheim, taking under three hours, followed by a two-and-a-half-hour drive to the coastal island of Hitra. Driving along Road 714, known as the "Salmon Route," reveals jagged mountain ridges and mirror-like lakes with little traffic.
Local life and luxury cabins
Islanders on Hitra are mostly local fishermen, farmers, or retired professionals. They spend afternoons at local brygga restaurants, enjoying fresh-caught seafood with Aquavit. At Brygga Kvenvær, seasonal dishes include saltfiskballs, lamb stew with cabbage, and the local delicacy whale meat.
Norway's wealth is understated, with some preferring a laid-back routine connected to nature. Visitors can stay in a floating suite docked among uninhabited islets, featuring a glass ceiling, windows for unobstructed views, a sauna, and a cold plunge for wellness.
Billionaire Island filming sites
Adjacent to Hitra is the island of Frøya, home to the headquarters of SalMar, one of the world's largest salmon producers. The location served as the office of Marlax, a fictional salmon-farming company owned by Julie Lange, played by Trine Wiggen, in Billionaire Island. Mona Elisabeth Olsen Skarsvåg, cultural consultant in Frøya municipality, called it a perfect example of local business boosting the island to international fame.
A local millionaire's home, used in the Netflix drama as the fictional mogul's daughter's residence, remains largely as it appeared in the show. With the rise of social media, faraway locations like Hitra and Frøya are gaining popularity, and the local tourism agency has noticed "set-jetters" visiting on-screen locations. Near Stabben Fort, a notice board marks where the dark comedy Everybody Hates Johan was filmed.
Asked if Frøya might become an overtourism hotspot like Taormina, Skarsvåg said: "We welcome the tourists to come and explore our island. The more the merrier, we will be prepared."
Trondheim and Stiklestad
Big cities like Trondheim also welcome tourists. Norway's largest university city was featured in wartime dramas and action movies like Troll 2. Film commissioner Solveig Sigmond Ræstad wanted to show a multi-faceted feature of the medieval city.
An hour and a half north of Trondheim is Stiklestad, one of Norway's most important historical sites, where Viking king Olav Haraldsson, later known as Saint Olav, was killed in the Battle of Stiklestad in 1030. To celebrate the upcoming National Jubilee in 2030, visitors can explore the historic battlefield, the medieval farm Stiklastadir, and Stiklestad Church.
