THE WORLD SCREEN TOURISM SUMMIT 2025

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

REGISTRATION NOW OPEN

Speakers

We’re delighted to announce the first group of speakers who have been confirmed for SET-JET 25. Click on them for their bio’s and re-visit this page when you can to see further speaker appointments.

Petra Clayton

Creator & CEO, CUSTARD

Kate Edwards

CXO & Co-Founder, Set Jetters

Martin Evans

MD, The Tourism Business

Susanne Simpson: live from the USA

Executive Producer, WGBH MASTERPIECE

Seren Welch

Director, SW Consulting

Emma Wilkinson

Deputy Director, Marketing, VisitBritain

Adrian Wootton OBE

CEO, British Film Commission

Patricia Yates

CEO, VisitBritain & VisitEngland

“We know films and TV shows are powerful motivators for travel and we’re delighted to support the World Screen Tourism Summit in Birmingham. This is a valuable opportunity to hear from creative industry leaders and destinations on harnessing the opportunities in screen tourism”

Patricia Yates
CEO, VisitBritain

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.

Organised by:

In partnership with:

Supporting:

Tel: 0770 291 2938 | Email: conference@thetourismbusiness.com

Petra Clayton

Creator & CEO, CUSTARD

Petra is creator and CEO of CUSTARD, a PR agency for hospitality and travel brands across the UK and Europe which she launched in 2007 to deliver creative, strategic, and measurable PR solutions to help businesses grow through strong brand positioning. Past chair of the Hotel Marketing Association and a board member for The Victory Services Club Petra has her finger on the pulse of the visitor economy’s challenges and commercial pressures, as well as innovative PR strategies and the emergence of the new generation of both business and leisure consumers. She is a frequent commentator on relationship marketing, digital PR, issues management, influencer and brand partnerships, consumer behaviour and destination marketing.

Kate Edwards

CXO & Co-Founder, Set Jetters

Kate is the CXO and Co-Founder of SetJetters, the app that’s reimagining the power of screen tourism. She is also an award-winning 30+ year veteran of the game industry, who as the CEO and principal consultant of Geogrify innovated content culturalization in interactive media. Kate also formerly led the International Game Developers Association (IGDA) and the Global Game Jam organizations as their Executive Director. In addition to serving in several board and advisory roles, she is also a geographer, writer, corporate strategist – and a lifelong “SetJetter.” In 2021, she was included in the Forbes’ “50 Over 50” Vision List and was also inducted into the Women in Games Hall of Fame.

Martin Evans

Managing Partner, The Tourism Business & Organiser, SET-JET25

Martin runs the tourism consultancy/event organisers The Tourism Business specialising in niche tourism sectors including film and tv tourism. A former director of Yorkshire Tourist Board and Yorkshire Screen Commission, he wrote four definitive Insights market reports for VisitBritain on the subject. and has worked in this sector with national and regional tourist boards, county and district councils, and private sector tourism operators.

Martin founded and organised the London International Screen Tourism Conference in 2007 and was also involved in organising similar events in 2011, 2014 and 2016, the latter two being EuroScreen conferences with VisitBritain and Film London. Martin also helped Cheshire maximise the screen legacy for the county’s attractions around and after the Commonwealth Games in Manchester. He has presented at conferences on screen tourism in London, Birmingham, Scotland, Ireland, France and Spain, and once met with producer Tim Bevan and his product placement team at Pinewood Studios to discuss the screen tourism potential of big-screen “Thunderbirds”.

Susanne Simpson: live from the USA

Head of Scripted Content & Executive Producer, MASTERPIECE

Beaming in live from the USA for a keynote interview, Susanne, Head of Scripted Content & Executive Producer MASTERPIECE, Susanne Simpson is a two-time Academy Award® nominee and two-time Emmy®-winner for documentary and dramatic films. As Head of Scripted Content and Executive Producer of MASTERPIECE, she has commissioned the original U.K. productions including Miss Austen, and the upcoming Marble Hall Murders starring Lesley Manville, Maigret, and a new adaptation of The Forsyte Saga. Susanne co-produces many U.K. programs such as All Creatures Great and Small, Wolf Hall: The Mirror and the Light and the long-running detective series Grantchester, Endeavour and Unforgotten. As an executive producer of Downton Abbey, Simpson was in charge of the most watched drama in PBS history and recipient of 59 Emmy® nominations and 12 wins. She also oversaw co-productions such as Sherlock, Wolf Hall, and Victoria. She is a member of the Academy of Motion Pictures Arts & Sciences and the Television Academy, and is the executive producer of MASTERPIECE Studio, a podcast with more than 23 million downloads.

Seren Welch

Director, SW Consulting – Screen Tourism Specialist

Seren has over 25 years’ experience across tourism marketing and a track record in promoting destinations through screen tourism. Whilst at VisitBritiain, she led on all consumer product development, which included delivering global campaigns from Harry Potter to Downton Abbey and Bond. Over the last 12 years, Seren has worked closely with the US Broadcaster WGBH Masterpiece (PBS), assisting them in bringing to life the locations narrative for some of the UKs best loved dramas, such as Downton Abbey, Victoria, Mr Selfridge, Sherlock, Poldark and All Creatures Great and Small. In addition, her focus has been assisting destinations with product development and building partnerships, helping them benefit from film releases and the rise in High End TV opportunities.

Emma Wilkinson

Deputy Director, Global Marketing, VisitBritain

As Deputy Director of Global Marketing at VisitBritain, Emma leads the creation and delivery of innovative marketing programmes that drive value and spread benefits across the nations and regions of Great Britain delivering the story of a welcoming, dynamic, diverse Britain. This includes leading VisitBritain’s GREAT marketing programme to drive additional visitor spend into the country, build positive perceptions through a compelling brand and content strategy, and work in partnership with the private sector to provide platforms to reach the international visitor market. Emma has worked in destination marketing for more than 17 years and most recently, led the development of VisitBritain’s “Starring Great Britain” global campaign.

Adrian Wootton OBE

CEO, British Film Commission & Film London

A BAFTA and European Film Academy Member, Adrian Wootton OBE is Chief Executive of the British Film Commission and Film London. He is a Programme Advisor to the BFI London Film Festival; Venice Film Festival; Noir in Fest, Milan; Mediterrané Film Festival, Malta; Founding Director of Shots in the Dark Festival, Nottingham and Curator of the annual Cinema Made In Italy programme, London.

Adrian is also a recognised authority on various film, TV and literature subjects (including Hollywood, crime and mystery and Italian Cinema) and regularly lectures, writes, broadcasts and curates programmes on these topics. In 2017 he was awarded an OBE for services to the film industry.

Adrian has been involved in various screen tourism initiatives, with Film London and British Film Commission, hosting and speaking at various events, over many years, including conferences domestically and internationally; making connections between the film and television industry and tourism bodies. In 2024, he led the renewal of the partnership between the BFC and Visit Britain and supported the Great Campaign linked to film and television launched in in Spring 2025.

Patricia Yates

CEO, VisitBritain/VisitEngland

Patricia became CEO of VisitBritain/VisitEngland in 2022. She is responsible for the day-to-day running of VB/VE overseas and its global network of offices. She is focused on building partnerships to grow the value of tourism across Britain and supporting and developing tourism businesses. Working to ensure that overseas tourism is high on the political and economic agenda, Patricia oversees the Media and Tourism Affairs teams.

Starting her career as a journalist working on research and technical publications, Patricia moved to edit Holiday Which? where she led on all of its research, campaigning and public affairs work in tourism, travel and transport. She launched and edited the Which? Guide to Hotels for many years. Patricia is the Chair of the Tourism Industry Emergency Response group (TIER) which coordinates the tourism industry, developing plans and responses during specific crises. She is also an observer on the board of the Tourism Alliance for VisitBritain/VisitEngland.

Speakers

THE WORLD SCREEN TOURISM SUMMIT 2025

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

REGISTRATION NOW OPEN

Speakers

Meet Our Team

Join the mailing list

Organised by:

In partnership with:

In partnership with:

In partnership with:

Supporting:

Supporting:

Supporting:

Supporting:

Supporting:

Tel: 0770 291 2938 | Email: conference@thetourismbusiness.com

Creator & CEO, CUSTARD

Petra Clayton

CXO & Co-Founder, Set Jetters

Kate Edwards

MD, The Tourism Business

Martin Evans

Executive Producer, WGBH MASTERPIECE

Susanne Simpson: live from the USA

Director, SW Consulting

Seren Welch

Deputy Director, Marketing, VisitBritain

Emma Wilkinson

CEO, British Film Commission

Adrian Wootton OBE

CEO, VisitBritain & VisitEngland

Patricia Yates