Blockbuster Birmingham takes centre stage at 2026 ITT Future You Conference

March 2026

Blockbuster Birmingham takes centre stage at 2026 ITT Future You Conference

By Sean Madden

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Read time: approx 9 mins

The emerging world of ‘Set Jetting’ was top of the agenda as students packed out the Department of Travel and Tourism’s eighth annual Future You Conference.

Keynote Speaker Emma Wilkinson, Deputy Director of Global Marketing at Visit Britain, presented the organisation’s flagship ‘Starring Great Britain’ campaign, which aims to inspire global travel to the UK using the country’s rich heritage and bright future as a creative hub for film and television production.

At the heart of the current trend towards film tourism is the West Midlands, whose rich cultural heritage, award-winning food scene, and position as a world-class shopping destination combine with its status as a go-to location for production teams to create the ultimate destination for travel, and for the study of tourism.

Opening proceedings Dr David Paulson, Pro-Vice Chancellor and Executive Dean of the Business School, thanked the Institute of Travel & Tourism for their continual recognition of UCB as a Centre of Excellence, and addressed the packed lecture theatre and linked the myriad opportunities to work in travel and tourism in Birmingham and the West Midlands with the region’s multiculturalism:

“It is so enriching for us all, at this university and in this city, to be able to engage with and learn from so many different people. The world is incredibly challenging right now, but it is also full of opportunity, and these are better grabbed through understanding and collaboration with one another,” he said.

“The people you’ll hear from today have shown that personal resilience, a commitment to a wide range of learning, and to constant engagement with the industry.

“Developing a personal brand involves bringing together the sum of all your parts, but some of that involves taking advantage of events like this and learning from those who came before you.”

Emma Wilkinson, Deputy Director of Global Marketing at Visit Britain

The city as the star

Following on from David, Emma used her keynote speech to talk about the vital role played by tourism to the UK’s economy, emphasising that while it’s an incredibly fun industry to be a part of, it’s also hugely valuable, instilling a pride of place and employing one in 15 people across the country.

Introducing the ‘Starring Great Britain’ campaign she spoke about her own experiences of working across London and New York, and the importance of forging links the private sector with international audiences in order to grow the tourism industry.

It was through this work that the growing interest in film tourism – or ‘set jetting’ – presented an excellent avenue to promote the UK across the world. Working alongside some of the world’s biggest production companies including Disney, Netflix, Warner Brothers, Paramount, and Universal, Visit Britain’s aim was to attract tourists from Europe, Australia, the USA and the Gulf region looking for ‘story-fuelled’ travel.

The Midlands has proved a major contributor to this phenomenon, as massive global interest in Peaky Blinders adds to an already impressive repertoire including the Mission Impossible and Kingsmen franchises, and Steven Spielberg’s blockbuster Ready Player One – all of which used Birmingham and its surroundings as major filming locations.

“More than 60% of the revenue created through the Starring Great Britain campaign has been delivered outside of London,” she said.

“So the opportunity to be involved in travel and tourism in Birmingham – and especially at UCB, as an ITT Centre of Excellence – is one that should be grasped with both hands. The opportunities for you all are clear.”

After encouraging students to present a 30-second elevator pitch for their own hometown, Emma led a Q&A, where the audience were engaged in discussion over issues as varied as the effect of changing governments on tourism, and how to use social media to further your career.

Emma closed by telling students:

“The variety in my job is incredible. No two days are the same, and having to find solutions to global problems means there’s always something exciting to work on”

“I’m so glad I took the opportunity when it came to me.”

Antoinette Farrell-Jones and Richard Gill of Birmingham Airport

Jetting to the set

Linking in with Emma’s talk were Antoinette Farrell-Jones and Richard Gill, People Director and Commercial and Property Director, respectively, at Birmingham Airport.

Each discussed their varied journeys that led them to occupy senior positions in the airport – from cabin crew to work in retail – and highlighted the key skills students need to hone in order to be competitive in the industry.

“People skills and resilience are important when making headway in any role,” Antoinette said.

“But most important of all: refuse to be defined by the expectations of others. Choose your own path, ask questions and stay curious. An openness to new opportunities is what really helped my own career take off.”

Rob presented an extensive overview of Birmingham Airport’s expansion plans and its links with High-Speed Rail to London, emphasising that this hugely expanded the airport’s catchment area and the opportunity to grow the ‘Midlands Engine’.

As the conversation pivoted to the abundance of roles available in the Birmingham aviation industry, now and in the future, the point made was clear:

“Birmingham Airport and its commercial partners employ more than 9,000 people across the site. Even last month we advertised more than 50 roles,” Antoinette said.

“University College Birmingham has a great group of people who want you to do well.

“The tools you need to succeed are right here, in the heart of the country with incredible attractions in easy reach and a travel and tourism department determined to get the best out of you.”

“The next person to help grow tourism in the region through Birmingham Airport could be you.”

Lindi Glass, Managing Director of Explode Social Media

Focus on you

After the break, students had the chance to hear inspiring presentations from Lindi Glass, Managing Director of Explode Media, Louis Bernard, crisis management expert at the UN World Tourism Organisation, and Claire Wyatt, who made the incredible decision to cycle from Mongolia to London.

As a Birmingham-based content creator, Lindi has forged high-level relationships with major clients such as Bullring, Grand Central, Resorts World, and a number of celebrities and influencers including Dizzy Rascal and Sidemen.

Through her talk, she encouraged students to work on developing their personal brand and on the importance of networking and gaining experience through internships and generating their own content in order to improve their employability.

In the ensuring discussion, Lindi advised students on how best to tailor their CVs, best practice and inspiration in content creation, as well as how to deal with ‘creator’s block’.

Louis spoke about the ever-increasing need to develop strategies for security and safety across tourist destinations at a time of global instability, and in the subsequent Q&A session students eagerly engaged in a conversation around the importance of teamwork, and the need for emotional strength in times of crisis.

In the day’s final presentation, Claire inspired awe across the lecture theatre as she described the challenges that come with being a solo, female cyclist. Her story began as a manager at a Cambodian cycling company, and led to an epic journey across the Americas, Australia, and Mongolia before making her way back to the UK.

Grabbing every opportunity

Closing the day Ricky Behan, associate professor and Head of the Department of Travel and Tourism, told the audience:

“As we’ve already heard today, the ITT assess us as a Centre of Excellence. This is a hugely positive reflection not just on your place of study, but on you.

“What do you want to do in the future? For your own employability it’s really important to start thinking about this early on, and hopefully the insights you’ve gained from today’s presentations and conversations will have helped you on the way to making those decisions.”

Want to know more? Check out courses in the Department of Hospitality and Tourism

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