The Greek National Tourism Organization (EOT) Office for the United Kingdom and Ireland had the opportunity to present new Greek initiatives in the field of film tourism (screen tourism) to the British market at the global SET-JET25 Congress in Birmingham on November 21, 2025.
This is a worldwide conference dedicated exclusively to screen and film tourism, where EOT participated to strengthen Greece’s image in the UK as an ideal destination for film-related travel.
EOT presents Greek screen tourism initiatives
The Head of the EOT Office, E. Skarveli, is presenting Greek initiatives in the field of screen tourism in Greece.
The Head of the EOT UK Office, Eleni Skarveli, participated as a speaker in the session titled “Excellence in Screen Tourism: Set-Jet Marketing Strategies,” where she highlighted, among other things, the recent collaboration between EOT and Netflix as a prime example of modern and targeted use of film exposure to enhance the country’s national tourism identity.
The conference explored the emerging role of set-jetting as a strategic driver in shaping the image and identity of contemporary destinations. Set-jetting is no longer a simple trend influencing travel behavior; it has evolved into a fundamental pillar for attracting travelers interested in experiences linked to filming locations.
The event brought together over 200 participants, including representatives from national and regional tourism organizations, cultural and tourism site managers, hospitality professionals, travel agencies, film and television production companies worldwide, film commissions, and experts in marketing, communications, and audiovisual media.
Notable interest was shown in expert predictions for 2026’s top hits, including Christopher Nolan’s upcoming film Odysea, scheduled for release in July 2026. The film is expected to become a global set-jetting reference point for areas in the Peloponnese such as Yalova, Pylos, and Costa Navarino.
EOT continues to invest in initiatives that enhance Greece’s international profile, leveraging new tourism trends and the power of the screen as a tool for promotion and sustainable tourism development—qualities highly valued by the British tourism market.
