Birmingham to host first-ever World Screen Tourism Summit

The first-ever World Screen Tourism Summit – SET-JET25 – will be held on Friday, 21st November 2025, at the International Convention Centre in Birmingham.

The event will highlight the best of UK and international practices in the “set-jetting” trend, where tourists visit locations featured in films and TV shows.

Set-jetting has been recognised as one of the top global travel trends for 2025 by numerous tour operators and consultancies.

Aimed at tourism operators, destination marketing directors, hotel groups and film commissions from both the UK and abroad, the Summit will invite attendees from around the world in the new year.

Martin Evans, managing partner of The Tourism Business, is organising the event.

His company also founded the UK National Hotel Marketing Conference, curates VAC (the annual conference for visitor attractions) and previously ran the London International Film Tourism Conference twice.

Expert speakers from across the globe will discuss topics such as film tourism marketing, destination branding, PR and social media campaigns, visitor management and film tourism licensing.

The Summit is supported by lead partners including West Midlands Combined Authority, West Midlands Growth Company, VisitBritain and the British Film Commission.

Birmingham, the host city, was selected from a list of cities that showcased a strong tourism offering and screen heritage.

Richard Parker, Mayor of the West Midlands, said: “The global success of Peaky Blinders has shone a spotlight on our region’s rich history, stunning architecture, and iconic canals. Hosting the first-ever World Screen Tourism Summit is a fantastic opportunity to build on that momentum.

“We’re working hard to make it easier for filmmakers to bring their productions here, tapping into our talented workforce and driving investment. More productions mean more exciting jobs for local people and another step towards making the West Midlands a world-class hub for storytelling.”

Adrian Wootton OBE, chief executive of the British Film Commission, said: “The UK’s film and TV industry has consistently attracted the world’s largest productions with our diverse range of filming locations and talented crew base.

“The BFC has made a commitment to spotlighting the exceptional range of our film and TV industry and last year we were proud to sign a Memorandum of Understanding with VisitBritain with the intention of boosting screen tourism throughout the UK.

“We’re delighted to support SET-JET25, showcasing best practice in the growing market for set-jetting, inspired by the UK’s world-class film and TV industry.”

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