Set-Jet 25 – the first-ever World Screen Tourism Summit – is set to welcome “global screen tourism community” to the UK.
The summit takes place at the ICC Birmingham on Friday 21 November 2025, with the Set-Jet Dinner on Thursday 20 November at the prestigious Birmingham Council House Banqueting Suite.
The World Screen Tourism Summit has already confirmed over 200 international leaders from the screen tourism, film and TV, gaming and hospitality sectors to explore how screen exposure is driving global travel and how the industry can leverage this global trend further as it continues to build momentum.
The programme features a keynote session with the British Film Commission’s CEO, Adrian Wootton OBE, alongside the producer of The Crown and CEO of Left Bank Pictures, Andy Harries OBE.
Event attendees will also hear from a variety of global speakers. These include Jakob Mueller, Film & Foto, Schoenbrunn Palace Group, Austria; Susanne Simpson, executive producer at WGBH-TV MASTERPIECE, USA; Stefan Roesch from Film Otago Southland, New Zealand; and Tolene Van der Merwe of the Malta Tourism Authority.
The day-long programme includes main stage sessions, in-depth seminars and forward-looking panels on topics such as attracting the set-jetting generation, working with producers and location managers, measuring return on investment, and the growing influence of the games sector on travel trends.
Event programme highlights include:
- “Starring Great Britain: A Case Study”: VisitBritain’s Emma Wilkinson discusses turning blockbuster campaigns into real-world travel
- “It’s Not Just a Game! The Games Sector & Screen Tourism”: Kate Edwards, CXO and co-founder of SetJetters, examines how gaming drives screen tourism
- “Coming Soon: Forward Features, Genres & How to pick your Screen Tourism Winner”: Seren Welch, director, Seren Welch Consulting, looks ahead at which upcoming film and TV moments could likely shape future screen tourism demand
Martin Evans, Set-Jet 25 creator and managing partner of The Tourism Business, said: “We’re looking forward to welcoming an outstanding line-up of international speakers and attendees to Set-Jet 25 next week.
“This year has seen the sector continue to gain momentum with more screen tourism opportunities developing globally. The summit has come at a crucial moment for the industry so the screen tourism community can be in the best place possible to leverage this powerful global trend.”
The full programme is available on the Set-Jet 25 website.
