14-Emmy winner 'Widow’s Bay' fuels a New England travel boom: Where to experience the show in real life

Searches for the show's filming locations and early Halloween travel are spiking, making these coastal New England spots the top destinations for set-jetters.

Fresh off a historic 14-Emmy sweep—including Best Comedy Series—Apple TV’s hit horror-comedy Widow’s Bay is driving a massive new wave of "set-jetting." The show follows Mayor Tom Loftis, played by Matthew Rhys, a small-town politician desperately trying to turn his sleepy island into the next Martha’s Vineyard, all while managing an escalating series of terrifying, centuries-old local curses.

According to car rental company Sixt, searches for “Where is Widow’s Bay filmed?” surged 526% following the season finale. Combined with the rise of "summerween"—the trend of celebrating all things spooky long before October, which saw searches jump 809%—tourists are flocking to coastal New England. Beyond chasing TV locations, travellers are drawn to Massachusetts' North Shore for its perfect blend of moody autumn aesthetics, historic lore, haunted harbour history, and idyllic coastal landscapes.

While the cursed island itself is fictional, its creepy New England charm is very real. Here is your ultimate guide to the real-life Massachusetts locations you can visit:

Rockport (Town Centre & Main Street)

Located on Cape Ann about 40 miles northeast of Boston, this picturesque coastal community serves as the heart of Widow’s Bay. Wander through Bearskin Neck—a narrow peninsula that served as military barracks during the War of 1812—and White Wharf to see the real-life setting for downtown scenes. While there, stop by 14 Old Harbour Road (used for the exterior of The Salty Whale restaurant) or grab a cone at 14 Bearskin Neck, the actual retro ice cream shop featured on screen.

Berlin Town Hall (Widow’s Bay Town Hall)

Located about 40 minutes west of Boston in Berlin, Massachusetts (population ~3,000), this historic 1870 landmark provided the exterior for Mayor Tom's municipal office. Known for its rich agricultural history and distinct local pronunciation ("BUR-lin"), the building's slightly imposing, classic New England architecture has made it a favourite for Hollywood productions, also appearing in The Holdovers.

Eastern Point Lighthouse & Half Moon Beach (Gloucester)

Head to Gloucester for two iconic landmarks. The 1832 Eastern Point Lighthouse stands in for the show’s reclusive lighthouse keeper scenes; while the interior isn't open to the public, you can get stunning views from the Dog Bar Breakwater jetty or via Cape Ann Harbour Tours. Nearby Half Moon Beach at Stage Fort Park is a sheltered crescent cove where Mayor Tom takes his disastrous ceremonial first swim.

Rebecca Nurse Homestead (Danvers)

For the colonial flashback scenes, production moved to this historic 25-acre farm in Danvers (formerly Salem Village). Built around 1636, it is the only remaining home of a person executed during the 1692 Salem Witch Trials open to the public, featuring her actual burial site and a full-scale reproduction of the 1692 Salem Village Meeting House.

Lorenzo Maynard House (Maynard)

Built in the 1870s for a local mill owner, this private Second Empire-style home served as the exterior for the haunted inn featured in the show's homage to classic horror thrillers. While private property prevents inside tours, visitors can view its imposing mansard roof and vintage Victorian architectural details from the street on a self-guided historical walking tour of Maynard.

Johnson’s Restaurant and Dairy Bar (Groton)

Doubling as the show’s Driftwood Diner, this local roadside staple has been serving travellers since 1946. Known for its classic red-and-white roadside charm, it is famous throughout the region for its generous portions of fried clams, seafood platters, and over 40 flavours of soft-serve ice cream.

Vincent’s Bar (Worcester)

Located in Massachusetts' second-largest city, this local institution doubles as the show's Barnabus Tavern. Operating since 1997, the cosy dive bar is instantly recognisable by its neon martini sign, eclectic taxidermy-covered walls, nightly live music, and legendary meatball sandwiches.

Martha-Mary Chapel (Sudbury)

Nestled on the scenic grounds of the historic Wayside Inn, this classic white-picket chapel stands in for the eerie town church where mysterious bells signal supernatural trouble. Built in 1940 by industrialist Henry Ford using trees felled during the Great New England Hurricane of 1938, the chapel sits in a quintessential historic park setting complete with a working 18th-century grist mill.