CUSTARD founder and CEO Petra Clayton has taken ownership of Set-Jet, the global summit focused on the growing screen tourism sector, from Martin Evans of The Tourism Business.
Clayton will personally lead the development of Set-Jet while continuing in her role as CEO of hospitality positioning and communications agency CUSTARD.
Set-Jet was launched as a dedicated conference bringing together the screen and tourism industries.
Its inaugural Set-Jet 25 event attracted 220 delegates and more than 30 speakers, connecting tourism leaders with film and television professionals, visitor attractions and industry specialists.
Clayton has worked across hospitality, tourism and events for more than 30 years and founded CUSTARD, which works with hotels and venues on positioning and communications.
Set-Jet will continue to operate as a separate brand, with Clayton planning to draw on industry partnerships, expertise and networks to develop its programme and international reach.
Planning is already underway for the summit to return in 2027, with ambitions to establish Set-Jet as an international platform for discussion, collaboration and insight around the relationship between screen productions, destinations and travel.
Clayton said: “Screen has an extraordinary power to shape where we want to go and what we want to experience. Set-Jet sits right at the intersection of two industries with huge potential to learn from one another.
“Martin created something genuinely pioneering. The first Set-Jet demonstrated both the appetite and the need for a place where tourism and screen can unite, and I saw the potential to take that momentum and turn it into something much bigger.
“My ambition is to develop a global community and platform that connects the people shaping screen tourism, shares intelligence and best practice and helps destinations and businesses understand and maximise the opportunities it creates.
“There is a lot more to come, but for now I’m excited to be taking Set-Jet into its next chapter.”
Martin Evans added: “I’m really delighted that Petra will be leading the way for Set-Jet into the future.
“The business has already secured some great interest for taking it forward into 2027, and with Petra’s experience, vision and understanding of the tourism industry I know the future of the concept and business is in very capable hands.”
Further details about Set-Jet 2027, including its programme and partnerships, are expected to be announced as planning progresses.