Programme

THE WORLD SCREEN TOURISM SUMMIT 2025

THE ICC, BIRMINGHAM, UK – FRIDAY 21st NOVEMBER 2025

REGISTRATION NOW OPEN

The World Screen Tourism Summit is designed to showcase international best practice in the growing market for “set-jetting”, the phenomenon of tourists visiting locations they have seen on films, TV, in games and on digital media.

The Summit will not only have a main conference stream on Friday 21st November, but will also have an optional pre-conference Gala Dinner on Thursday 22nd November. A special selection of city centre hotels in Birmingham is offering special rates for Summit delegates.

This conference programme will develop further with more speaker announcements over the next few days. For speaker bios and photos, please click here.

Time	SET-JET 25, The World Screen Tourism Summit – 20^th & 21^st November 2025
	Thursday 20th November
7.00pm	Optional SET-JET GALA DINNER at The Birmingham Council (Banqueting Suite) Drinks Reception 7pm, with Dinner 8pm – 10.30pm
	Friday 21st November
8.30am	Summit Check-in at the ICC International Convention Centre, Birmingham Coffee, Pastries and a great SET-JET 25 welcome!
9.30am	Conference Opening & Setting the Scene – Martin Evans Managing Partner, The Tourism Business & Founder, SET-JET 25
9.40am	Welcome to Britain – Patricia Yates, CEO, VisitBritain. VisitBritain CEO Patricia Yates sets the tone for the day, exploring the power of screen tourism to showcase Britain’s destinations and its role as a leading stage for global storytelling.
9.50am	Welcome to the West Midlands – Richard Parker, Mayor of the West Midlands. Combined Authority Since taking office last year, Richard has championed the West Midlands as a prime destination for global investment and innovation, including in the visitor economy and creative industries.
10.00am	KEYNOTE INTERVIEW: Andy Harries OBE, Chief Executive & Co-Founder, Left Bank Pictures, with Adrian Wootton OBE, CEO, British Film Commission & Film London At Left Bank Pictures. Andy has Executive produced a huge range of TV and film including six seasons of The Crown, Outlander, Wallander, and Everything Now, and the feature films The Damned United, Misbehaviour, The Lady, and The Queen, which was Oscar nominated.
10.45am	Screen Tourism: The Global Dimension Speaker 1: Stefan Roesch, AFCI Director & Co-Manager, Film Otago Southland, New Zealand Speaker 2 – Tolene Van-der-Merwe, Director, UK & Ireland, Malta Tourism Authority
11.05am	Starring Great Britain: A Case Study – Emma Wilkinson, Deputy Director Global Marketing, VisitBritain. How VisitBritain’s blockbuster-inspired campaign turns film and TV magic into real-world travel, showcasing the nations and regions of Great Britain as the real star of the show
11.20am	Morning Coffee & Networking
11.50am	Marketing Seminars – Choose 1 of these 3 great in-depth screen tourism seminars – full line-up of speakers to be announced SEMINAR 1 – Attracting the Set-Jetters – just who are they and how do we reach them? A seminar on the international marketplace for set-jettters, with speakers from tourism boards, screen agencies, including Stefan Roesch, AFCI Director & Co-Manager, Film Otago Southland, New Zealand. SEMINAR 2 – Meet the Makers: Working with Producers and Location Managers Chair – Jenni Steele, Film & Creative Industries Manager, Visit Scotland Speaker 1 – Harriet Lawrence, Supervising Location Manager Speaker 2 – Kay Pointing Wilson, Board Director, Location Managers Guild International Speaker 3 – Georgette Turner, Producer SEMINAR 3 – Excellence in Screen Tourism: Set-Jet Marketing Speaker 1 – Eleni Skarvelli, Director, UK & Ireland, Greek National Tourism Organisation Speaker 2 – Roz Lloyd, Marketing Manager, Liverpool City Region Destination Partnership
12.40pm	It’s not just a Game! The Games Sector & Screen Tourism – Kate Edwards, CXO & Co-Founder. Set Jetters Kate is an award-winning 30+ year veteran of the game industry, who speaks authoritatively at conferences worldwide on the growing influence of of the games sector on set-jetting and screen tourism.
1.00pm	Lunch & Networking
2.00pm	Coming Soon: Forward Features, Genres & How to pick your Screen Tourism Winner – Seren Welch, Director, Seren Welch Consulting. Seren is one of Europe’s leading screen tourism consultants and works for national and regional tourism boards, visitor attractions and other tourism and media businesses.
2.20pm	A Winning RoI? Measuring Screen Tourism Effectiveness – Leon Forde, CEO, Olsperg SPI. Leon leads on delivering high-level strategic advice, insight and planning for SPI’s global client base. With extensive knowledge of screen sector strategy, Leon has overseen multiple projects that intersect films/TV with tourism and the visitor economy.
2.40pm	Marketing Seminars – Choose 1 of these 3 great in-depth screen tourism seminars – full line-up of speakers to be announced SEMINAR 1 – Screen Tourism Opportunities for Visitor Attractions Including David Middlemiss, Deputy CEO, Black Country Living Museum. SEMINAR 2 – Screen Tourism Opportunities for Hotels/Accommodation Operators Hotel Groups and independent hotels benefit from screen tourism every week. How to get your share and steal a march on your competition. SEMINAR 3 – Navigating the Legals & IP/copyright law in marketing Screen Tourism
3.30pm	Afternoon Tea & Networking
4.05pm	Beam me in! From the USA – Susanne Simpson, Executive Producer, WGBH MASTERPIECE. Keynote online interview with the two-time Academy Award® nominee and two-time Emmy®-winner, who has been responsible for commissioning or co-producing so many original UK productions such as All Creatures Great and Small, Endeavour, Grantchester, Miss Austin, Sherlock, Victoria and Wolf Hall: The Mirror and The Light.
4.25pm	FUTURE PANEL: The Regenerative Challenge: A Truly Sustainable Future for Screen Tourism Speaker 1 – Ronny Brunvoll, Chief Executive, Visit Svalbard Speaker 2 – Harvey Edgington, Senior Filming & Locations Manager, National Trust Speaker 3 – Jakob Mueller, Film & Foto, The Palaces of Schoenbrunn, Austria. Addressing the challenges that many screen locations now face from over-tourism, with speakers from a range of international destinations and visitor attractions, talking of their experience in attracting set-jetters through films and TV programmes as diverse as costume dramas, documentaries, political satires and big-screen blockbusters such as “Mission Impossible” and “Superman”.
4.50pm	It’s a Wrap! Close of Conference & Drinks Reception

Click here to reserve your place at SET-JET 25!

“The global success of Peaky Blinders has shone a spotlight on our region’s rich history, stunning architecture, and iconic canals. Hosting the first-ever World Screen Tourism Summit is a fantastic opportunity to build on that momentum”

Richard Parker
Mayor of the West Midlands

Join the mailing list

To receive more information about our events which include the National Hotel Marketing Conference and the National Attractions Marketing Conference and keep up-to-date with the latest news, simply fill in the form provided and join our mailing list. We promise not to bombard you with emails, and will never rent, sell or share your details with any third parties.

By joining you have opted in to receive this information.