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First ever SET-JET Summit showcases the growth drivers of global screen tourism

SET-JET Summit

SET-JET 25 – the first-ever World Screen Tourism Summit, welcomed over 200 international leaders from the screen tourism, film & TV, gaming, and hospitality sectors under one roof.
The event took place at the ICC Birmingham on Friday 21 November 2025, with an optional Set-Jet dinner the night before at the prestigious Birmingham Council House Banqueting Suite.

The day-long programme included main stage sessions, in-depth seminars, and forward-looking panels designed to share insights into how screen exposure is driving global travel and how the industry can leverage this trend further as it continues to build momentum.

Patricia Yates, CEO of VisitBritain set the tone for the event highlighting the growing relationship between what people are seeing on screen and travel, with 9 in 10 visitors wanting to explore places in the UK from their favourite films and TV series.

This was followed by a keynote session with British Film Commission’s CEO, Adrian Wootton OBE, and CEO of Left Bank Pictures, Andy Harries OBE who discussed the popularity of The Crown and Outlander as ‘set - jetting’ destinations.

Attendees also heard from a variety of sector leading speakers, covering all areas of screen tourism.
Five top takeaways from the summit were:

SET-JET Summit

Martin Evans, SET-JET 25 creator and Managing Partner of The Tourism Business, said:
“There was a real excitement in the air at the first instalment of The World Screen Tourism Summit about where screen tourism is headed. Our aim for the event was to create a forum where the sector could come together from across the world to hear from a strong line-up of international speakers, share their valuable insights and play an important role in the growth of the sector.

The success of the event and the interest in Set-Jet 25 from the film community, location agents, venues, hotels and beyond shows that film and TV is only going to grow as a powerful motivator for why and where people travel.”

Barcelona Hosts Travel Film Awards 2025

A meeting point for filmmakers and tourism leaders with sustainability at heart

Dates: 26–28 September 2025
Venue: Cinemes Girona, Barcelona

Barcelona, 26 September 2025 — Travel Film Awards (TFA) brings the audiovisual and tourism communities together in Barcelona to celebrate the power of travel storytelling and promote responsible tourism, coinciding with World Tourism Day and the focus on “Tourism and Sustainable Transformation.”

The program features short films in an international selection across multiple genres and categories, plus rich professional touchpoints: networking opportunities, a masterclass, an experts panel, and curated film tours across the city—with sustainability thoughtfully embedded. TFA convenes travel-sector actors (accommodation, agencies, attractions, transport, policymakers, and local/visiting audiences) and the audiovisual community (filmmakers, professionals, and cultural influencers), catalyzing connections and projects.

“TFA exists to bridge cinema and destinations, inspire more mindful journeys, and position Barcelona as a hub where travel stories drive real-world impact.”
— Masih Sharif, Founder and Director of TFA

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