Hospitality communications strategist, founder and CEO of CUSTARD, Petra Clayton has taken ownership of Set-Jet, the global summit dedicated to the rapidly growing screen tourism sector, from Martin Evans of The Tourism Business.
Launched as the world’s first dedicated conference bringing together the screen and tourism industries, Set-Jet 25 welcomed 220 delegates including more than 30 speakers, connecting tourism leaders, film and television professionals, visitor attractions and industry specialists.
Creator of the hotel and venue positioning agency CUSTARD, Clayton has worked across the hospitality, tourism and events industries for more than 30 years. She will personally lead the development of Set-Jet, building on the foundations established by Evans, bringing together the partners, expertise and industry voices needed to shape its next phase.
Clayton will continue in her role as CEO of CUSTARD, leading the agency’s growth strategy alongside Set-Jet, which will remain a distinct brand. Both operate at the heart of the hotel, tourism and event industries, and the network established by CUSTARD will help develop the summit’s future programme and partnerships. Plans are already underway for the summit to return in 2027, with a wider ambition to establish it as an international platform for insight, collaboration and conversation around the impact and opportunity of screen and travel.
Commenting on the acquisition, Petra Clayton said: “Screen has an extraordinary power to shape where we want to go and what we want to experience. Set-Jet sits right at the intersection of two industries with huge potential to learn from one another.
“Martin created something genuinely pioneering. The first Set-Jet demonstrated both the appetite and the need for a place where tourism and screen can unite, and I saw the potential to take that momentum and turn it into something much bigger. My ambition is to develop a global community and platform that connects the people shaping screen tourism, shares intelligence and best practice and helps destinations and businesses understand and maximise the opportunities it creates. There is a lot more to come, but for now I’m excited to be taking Set-Jet into its next chapter.”
Martin Evans commented: “I’m really delighted that Petra will be leading the way for Set-Jet into the future. The business has already secured some great interest for taking it forward into 2027, and with Petra’s experience, vision and understanding of the tourism industry I know the future of the concept and business is in very capable hands.”
Planning is now underway for Set-Jet 2027 with further announcements about the summit, partnerships and programme to follow.