Set-Jet 25 to pioneer global meeting on screen tourism’s role in travel innovation
Set-Jet 25, the inaugural World Screen Tourism Summit, is set to bring together the international screen tourism community in Birmingham, UK, on Friday, 21 November 2025. This landmark event will be hosted at the International Convention Centre (ICC) Birmingham, with a prestigious Set-Jet Dinner scheduled for the evening of Thursday, 20 November at the Birmingham Council House Banqueting Suite.
The summit is expected to attract over 200 leaders from across the screen tourism, film and TV, gaming, and hospitality sectors. It aims to explore how exposure through screen media, films, television, and gaming, is influencing global travel trends and how industry stakeholders can harness this momentum to enhance growth and innovation within the sector.
The programme promises a rich blend of keynote addresses, seminars, and panel discussions. Notably, Adrian Wootton OBE, CEO of the British Film Commission, and Andy Harries OBE, CEO of Left Bank Pictures and producer of the acclaimed series The Crown, will deliver keynote sessions. Attendees will also benefit from the insights of international experts including Jakob Mueller of the Film & Foto Schoenbrunn Palace Group (Austria), Susanne Simpson from WGBH-TV MASTERPIECE (USA), Stefan Roesch from Film Otago Southland (New Zealand), and Tolene Van der Merwe from the Malta Tourism Authority.
The day-long event programme focuses on critical industry themes such as attracting the "set-jetting generation," the importance of collaboration with producers and location managers, and methods to effectively measure return on investment from screen tourism initiatives. The influence of the games sector on travel trends is also a key discussion point, reflecting the expanding role of digital and interactive media in shaping tourist behaviour.
Among the headline sessions are "Starring Great Britain: A Case Study," where Emma Wilkinson from VisitBritain will discuss converting blockbuster film campaigns into tangible travel experiences. Another essential panel, "It’s Not Just a Game! The Games Sector & Screen Tourism," will feature Kate Edwards, CXO and co-founder of SetJetters, highlighting the growing interplay between gaming content and tourism. Seren Welch, director of Seren Welch Consulting, will forecast upcoming film and TV releases that could further stimulate global screen tourism demand.
The emergence of screen tourism, often called 'set-jetting,' is recognised as a powerful driver in modern travel. This trend has historic roots but has surged in prominence over the past two decades, with influential film franchises like The Lord of the Rings and the James Bond series shaping travel patterns. Recent productions such as Gladiator II and the television series Peaky Blinders continue to exemplify this phenomenon's impact on destinations worldwide.
Set-Jet 25 is backed by key partnerships including VisitBritain, the British Film Commission, and the West Midlands Growth Company. The summit offers a unique platform to connect tourism operators, destination managers, content producers, and academics, fostering collaboration and knowledge exchange. Discussions will also address emerging challenges like digital screen tourism, AI applications, and the future potential of the gaming sector within this context.
Martin Evans, the creator of Set-Jet 25 and managing partner of The Tourism Business, emphasised the event’s timeliness. Speaking ahead of the summit, he noted how screen tourism continues to gain traction globally, creating fresh opportunities for destinations to capitalise on this powerful trend. The gathering aims to position the industry at the forefront of leveraging screen exposure for tourism development, benefiting both the travel sector and content creators.
For professionals in the tourism and media industries, Set-Jet 25 offers a crucial forum to engage with the future of travel inspired by screen content. Registration details and the full programme are available through the official Set-Jet 25 website, inviting global stakeholders to be part of this pioneering summit.