Hotel communications and positioning agency CUSTARD is stepping up a gear. Its founder and CEO, Petra Clayton, has acquired Set-Jet, the international summit dedicated to screen tourism, sold by Martin Evans of The Tourism Business.
A takeover led by a leading figure in hotel marketing
Petra Clayton has led CUSTARD, an agency specialising in the positioning of hotels and event venues, for more than thirty years across the hospitality, tourism and events sectors. This experience puts her in a natural position to take forward the development of Set-Jet, whose growth she intends to drive personally.
She will build on the foundations laid by Martin Evans to bring together the partners, expertise and industry voices needed for this new phase. According to Petra Clayton, the screen holds considerable power to shape travellers’ desires around destination and experience, and Set-Jet sits precisely at the meeting point of two industries whose potential for mutual learning remains largely untapped.
Set-Jet, an event born from the convergence of screen and tourism
Billed as the world’s first conference bringing together the screen and tourism industries, Set-Jet held its inaugural edition, Set-Jet 25, with 220 delegates and more than 30 speakers. The event brought together tourism executives, film and television professionals, visitor attractions and sector specialists.
This format reflects a broader trend that hospitality is already exploring through other avenues, such as the All-Movie Hotel opened by Francis Ford Coppola in the United States, built around an immersive cinematic experience.
Petra Clayton praised the pioneering work undertaken by Martin Evans. In her view, the inaugural edition demonstrated both the appetite and the need for a forum where tourism and screen can meet, and she saw in it the potential to turn that momentum into a much larger-scale project.
Two brands, one leader
Petra Clayton retains leadership of CUSTARD, continuing to drive its development strategy, alongside her stewardship of Set-Jet, which will remain a distinct brand. Both entities operate at the heart of the hospitality, tourism and events industries, and the network built by CUSTARD is expected to help shape the summit’s future programme and partnerships.
Martin Evans, for his part, said he was pleased to see Petra Clayton take over. He noted that the business had already generated strong interest in the 2027 edition, and that he regards the new leader’s experience, vision and knowledge of the tourism sector as a solid guarantee for the concept’s future.
Focus on the 2027 edition
Petra Clayton‘s ambitions go beyond simply organising an annual conference. She aims to build a global community and platform connecting screen tourism stakeholders, sharing best practice and helping destinations and businesses understand and capitalise on the opportunities this segment generates.
Preparations for Set-Jet 2027 are already under way. Further announcements regarding the summit, its partnerships and its programme are expected in the coming months.
At a glance by The Hospitality Tribune
CUSTARD founder and CEO Petra Clayton acquires Set-Jet, the world’s first screen tourism summit
Set-Jet 25 (2025) gathered 220 delegates and more than 30 speakers from the tourism and screen industries
Clayton takes over from Martin Evans of The Tourism Business, who launched and organised the summit
She remains CEO of CUSTARD, running the hospitality positioning agency alongside Set-Jet as a distinct brand
Planning is underway for Set-Jet 2027, with the ambition to build a global platform for screen tourism
Further announcements on partnerships and programme are expected ahead of the next edition
