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World Screen Tourism Summit to debut at the International Convention Centre (ICC), Birmingham in November 2025
Friday, December 20, 2024
The inaugural World Screen Tourism Summit – SET-JET25 will take place on Friday, November 21, 2025, at the International Convention Centre (ICC) Birmingham.
The event is poised to spotlight the growing global trend of “set-jetting”, where tourists visit destinations featured in films and TV shows—a phenomenon identified as a top travel trend for 2025 by industry experts.
A Global Gathering for Tourism and Screen Industries
SET-JET25 is tailored for tourism operators, destination marketers, hotel groups, and screen and film commissions from the UK and beyond. Invitations to the event will be extended worldwide early in the new year.
The summit is organized by Martin Evans, Managing Partner of The Tourism Business, known for curating major industry events like the UK National Hotel Marketing Conference and the London International Film Tourism Conference.
Focus on Industry Insights and Best Practices
The summit will feature international speakers sharing expertise on film tourism marketing, destination branding, PR, social media campaigns, visitor management, and licensing for film tourism. Lead partners include the West Midlands Combined Authority, West Midlands Growth Company, VisitBritain, and the British Film Commission. Birmingham, chosen as the host city from a competitive shortlist, was selected for its strong tourism infrastructure and rich screen heritage.
Spotlight on Birmingham’s Screen Legacy
Birmingham has become a rising star in the screen tourism sector, bolstered by productions like Peaky Blinders, whose spin-off film is set to premiere by the end of 2025.
Regional shows such as Joan, This Town, and Late Night Lycett have further embedded the West Midlands into the UK’s cultural fabric.
Richard Parker, Mayor of the West Midlands, emphasized the region’s potential: “The global success of Peaky Blinders has shone a spotlight on our region’s rich history and stunning architecture. Hosting the first-ever World Screen Tourism Summit builds on that momentum.
We’re committed to attracting more productions, creating exciting job opportunities, and solidifying the West Midlands as a world-class hub for storytelling.”
National and Global Support for Screen Tourism
Adrian Wootton OBE, CEO of the British Film Commission, highlighted the UK’s global appeal:
“The UK’s diverse filming locations and skilled crews make it a magnet for major productions. By supporting SET-JET25, we aim to showcase best practices in set-jetting, further amplifying the UK’s position as a leader in screen tourism.”
VisitBritain CEO Patricia Yates echoed the sentim …