SET-JET 25, The World Screen Tourism Summit – 20th & 21st November 2025

Thursday 20th November

Optional SET-JET 25 DINNER at The Birmingham Council House (Banqueting Suite) Drinks Reception 7pm, with Dinner 8pm – 10.30pm

THE SET-JET 25 DINNER IS NOW FULLY BOOKED, HOWEVER YOU CAN STILL BOOK FOR THE SUMMIT ON FRIDAY 21ST NOV.

Friday 21st November

Summit Check-in at the ICC International Convention Centre, Birmingham
Coffee, Pastries and a great SET-JET 25 welcome!

Conference Opening & Setting the Scene
Martin Evans, Managing Partner, The Tourism Business & Founder, SET-JET 25

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.

Welcome to the West Midlands
Richard Parker, Mayor of the West Midlands.
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.

KEYNOTE INTERVIEW:
Andy Harries OBE, Chief Executive & Co-Founder, Left Bank Pictures, with
Adrian Wootton OBE, CEO, British Film Commission & Film London.
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.

Screen Tourism: The Global Dimension
Speaker 1: Stefan Roesch
AFCI Board Member & Co-Manager, Film Otago Southland, New Zealand
Speaker 2: Tolene Van-der-Merwe
Director, UK & Ireland, Malta Tourism Authority.

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.

Morning Coffee & Networking

Marketing Seminars – Choose 1 of these 3 great in-depth screen tourism seminars.

SEMINAR 1 – Attracting the Set-Jetters – just who are they and how do we reach them?

Speaker 1 – Stefan Roesch, AFCI Board Member & Co-Manager, Film Otago Southland, New Zealand
Speaker 2 – Jeroen Huijsdens, Owner, Filmtaal, Netherlands
Speaker 3 – Abbi Ollive, Visitor Attraction Director, Castle Howard, North Yorkshire.

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, Visit Liverpool
Speaker 3 – Angelique Miller, VP, E-Studio, Expedia Group.

It’s not just a Game! The Games Sector & Screen Tourism
Kate Edwards, CXO & Co-Founder SetJetters.
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.

Lunch & Networking

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.

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.

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
Speaker 1 – David Middlemiss, Deputy CEO, Black Country Living Museum
Speaker 2 – Jakob Mueller, Schoenbrunn Group of Palaces, Austria
Speaker 3 – Laura Baxter, Founder, Your CMO & Head of Marketing, Blackgang Chine.

SEMINAR 2 – Screen Tourism – The Hotel Dimension
Speaker 1 – Petra Clayton, CEO & Co-Founder of leading hotel marketing comms agency CUSTARD
Speaker 2 – Tara Robinson, Sales & Marketing Director, Eden Hotel Collection
Speaker 3 – Becky Rooney, Producer & Owner, Film Friendly.

SEMINAR 3 – Navigating the Legals & IP/copyright law in marketing Screen Tourism
Speaker 1 – Seren Welch, Director, SW Consulting
Speaker 2 – Antonia Lyne, Senior Associate, Farrer & Co
Speaker 3 – Jenni Steele, Film & Creative Industries Manager, Visit Scotland.

Afternoon Tea & Networking

Beam me in! From the USA
Susanne Simpson, Executive Producer, WGBH MASTERPIECE.
Samantha Perahia MBE, Head of Production UK, British Film Commission.
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.

Gen Z – The Set-Jetting Generation?
Melissa Maddock, Travel Content Creator (with over 1 million followers across Instagram, Tik Tok and Youtube, and currently a finalist in the Tik Tok Travel Content Creator of the Year award).

FUTURE PANEL: The Regenerative Challenge: A Truly Sustainable Future for Screen Tourism

Chair: Mark Hughes-Webb, MD, The Space-2 Group & Board Member, Create Central
Speaker 1 – Ronny Brunvoll, Chief Executive, Visit Svalbard,
Speaker 2 – Harvey Edgington, Senior Filming & Locations Manager, National Trust
Speaker 3 – Tolene van der Merwe, UK Director, Malta Tourism Authority.

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”.

It’s a Wrap! Close of Conference & Drinks Reception