Lily Collins returns as Emily Cooper for Expedia shoot in Holborn
Lily Collins has returned to her role as Emily Cooper for an Expedia advertising shoot in Holborn, filmed after she completed her final scenes for *Emily in Paris*. The campaign turns historic Sicilian Avenue into a Paris-style shopping street, using the show’s fashion and setting to promote travel to the French capital.
The partnership aims to benefit from “set-jetting”, in which viewers visit places they have seen on screen. The article says searches for Paris rise when a new series airs, and notes that the show has fuelled interest in the city since its 2020 debut. Its final series will also feature Emily visiting Greece, which could draw tourism interest there.
- Lily Collins reprised Emily Cooper for an Expedia advert.
- The shoot transformed Holborn’s Sicilian Avenue into a Paris-style street.
- Expedia is targeting travel interest sparked by the Netflix series.
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Emily in Paris is a television comedy-drama that has aired on Netflix since 2020, following an American marketing executive named Emily Cooper who relocates to the French capital for work. The show, starring actress Lily Collins, has become known for its glamorous depiction of Parisian life and fashion. The show is approaching its conclusion with a final series in production.
The popularity of television shows set in real locations has created a well-documented phenomenon in which viewers visit these destinations, a trend known as "set-jetting". Since Emily in Paris debuted, it has significantly increased tourist interest in Paris, with Google searches for the city spiking whenever new episodes air. This influx of tourism has benefited hotels, restaurants and attractions across the city.
Travel and tourism companies recognise this effect and seek to capitalise on viewers' enthusiasm for destinations featured in popular shows. Expedia, an online travel booking platform, has begun partnering with high-profile television series like Emily in Paris to promote travel, tapping into these shows' global appeal and devoted audiences.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The economic and cultural benefits of set-jetting are substantial and well-documented. Television and film have long inspired travel, and this partnership simply formalises that natural phenomenon to mutual advantage: destinations receive visitor spending that supports local businesses and employment, whilst audiences engage with real places they've enjoyed on screen, potentially fostering genuine cultural appreciation and international understanding. Paris's tourism surge following Emily in Paris's debut demonstrates that screen-inspired travel is economically meaningful.
The case against
Whilst tourism brings revenue, set-jetting often produces overtourism that degrades the very attractions viewers came to experience. Destination communities face environmental strain, infrastructure overwhelm, and housing costs inflated by investor-driven gentrification, ultimately displacing locals who once made places culturally authentic. A show's superficial portrayal may attract visitors seeking Instagram moments rather than genuine engagement, reducing travel to branded consumption that enriches corporations more than communities.
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Originally published by Daily Mail as “Emily in Holborn? Historic corner of London is turned into Paris for Lily’s last (very lucrative) advertising shoot”.