Set-jetting is the latest trend to hit the hospitality sector in this post-Covid world. Concretely, it is an interest in visiting destinations that have been portrayed in films or TV series. It can take the form of a city, a mountain, a staircase, or even just a small flat. The one thing all these destinations have in common is that their appearance on the big or small screen is now driving a certain type of tourist, known as set-jetters, to visit them. Let’s look at the financial possibilities offered by set-jetting, its impact on how destinations are now marketing themselves, and what other travel actors are doing to exploit this popular trend.