Our Mission in Screen Tourism
SET-JET was created from a simple observation: some of the world's most powerful travel inspiration is found on a screen. A location glimpsed in a film, a landscape at the heart of a television series, a city brought to life through a game. A hotel, street, beach or building that suddenly becomes somewhere we want to experience for ourselves.
Screen Tourism or Set-Jetting has become a powerful force in global travel. SET-JET exists to bring together the people who can shape tourism from the screen.
How SET-JET Began
The inaugural World Screen Tourism Summit SET-JET 25 took place in Birmingham, UK in November 2025. Bringing together more than 250 delegates and over 30 speakers from across the world, the scene was set and we are ready to launch our second summit.
Tourism leaders, film and television producers, destination marketers, screen commissioners, attractions, hospitality businesses and academics and consultants shared ideas, insight and opportunities. Now we're building the next chapter.
SET-JET will return in 2027.
Between Summits, SET-JET will continue the conversation, sharing ideas, insight, research, stories and examples of how the screen is shaping travel around the world.
Our Team
The expertise behind Set Jet combines decades of experience in tourism, film production, and destination marketing. We are committed to revolutionising how destinations leverage the power of the screen.
Petra Clayton
EXECUTIVE DIRECTOR
Directing the next chapter of SET-JET
Louis Clark
Director of Finance
Working hard behind the scenes
We are hiring
Want a starring role?
Join the team bringing SET-JET 27 to life