Spain Film Commission presents at FITUR Screen its consulting service to develop screen tourism experiences
The initiative, launched in collaboration with TBS (Tech Brands Stories), will provide the opportunity for any territory to create its own tourist experiences based on productions that have been filmed in their regions.
Spain Film Commission has presented, within the framework of the eighth edition of FITUR Screen, the consulting service to develop sustainable screen tourism experiences, following the methodology of the Experiences Program, a project that was introduced last year. This initiative is part of the Spain Screen Grand Tour and is made possible thanks to the funding from the Ministry of Industry and Tourism – Secretary of State for Tourism (SETUR), through Next Generation funds. The initiative is launched in collaboration with TBS (Tech Brands Stories).
The service will provide the opportunity for any territory to create its own tourism experiences based on productions filmed in their regions. Spain Film Commission will assist destinations from the very beginning with the idea, script, and creative development of the experience (offering services such as territory analysis and diagnosis, identification of attractive filming locations, and design of tourism experiences), through production (development of experience prototypes, testing and validation, marketing and communication plan) to activation and commercialization.
Furthermore, Spain Film Commission will endorse these experiences that implement the methodology developed by the Experiences Program with an official seal, synonymous with quality and guarantee of sustainability.
The Experiences Program was also featured in the session ‘Behind the Scenes: How a Screen Tourism Experience is Produced’, which included the participation of Ana Muñoz, General Director of Tourist Policies of the Secretary of State for Tourism. “We are very proud of the Experiences Program. Screen tourism gives us international projection and allows our industry to grow in new ways,” she stated.
The session featured contributions from Diana de la Cuadra, Director of the Institute of Cultural Industries of the Balearic Islands, Jose Ignacio Velasco, Technical Responsible for Image and Tourism at SODEBUR of the Burgos Provincial Council, and Jessica Castiñeira, Head of Rías Baixas Film Commission.
The FITUR Screen day also included a presentation by Vigo Film Office, led by Abel Caballero, Mayor of Vigo, who highlighted how the city has improved its image over the last 20 years, merging reality and imagination. “In Vigo, any filming from around the world can find a welcoming city ready to host their productions. We want to be at the forefront of global audiovisual filming mobilization,” Caballero expressed.
The international twist came from Madhya Pradesh, in India, which presented its offerings as the most film-friendly state in the country. Abhay Arvind Bedekar and Ram Kumar Tiwari from the Madhya Pradesh Tourism Board highlighted the advantages of filming in this region, such as its natural diversity, robust governmental support, and a very cost-effective filming infrastructure. With three UNESCO World Heritage sites and a central location, Madhya Pradesh positions itself as a competitive destination for international productions.
The day continued with the presentation of Burgos Film Commission, where Manuel Ríos San Martín, author of La Huella del Mal, shared his experience filming at the historic and fascinating site of Atapuerca. “Filming in Atapuerca was thrilling. The team immersed themselves in the fascination of the place, which was reflected in the growth of tourism: a 25% increase in the first month and an additional 10% over the rest of the year,” Ríos recounted. Javier Sánchez, architect of the Carlo Simi Covarrubias Museum, also emphasized how the village of Covarrubias, with its medieval heritage, has become a tourist attraction thanks to its inclusion in the film.
The presentation of Embratur Brazil, focused on creative economy initiatives, brought a message of openness and international collaboration. Roberto Gevaerd and Christiano Braga highlighted Brazil's intention to attract international filming and support creators through the future establishment of a federal film commission. They also announced an incentive system to facilitate the connection between tourism and cinema, opening new doors for productions seeking to film in the country.
The day concluded with the segment Paradise a La Carte, which featured Paulino Plata, consultant advisor; Carlos Polo, Immersive Experiences Producer; Javier Rico, co-CEO; Ricardo Álvarez-Ossorio, actor; and Diego Guerrero, Michelin two-star chef. Paradise a La Carte has innovatively fused the tourism experience with gastronomy and technology, creating a unique proposal that transcends traditional expectations.
The collaboration between Spain and the United States is reflected in the creation of immersive experiences that not only explore the destination through exclusive locations but also transport it into the audiovisual world through technological tools and exclusive customer attention. This avant-garde approach aims to capture the attention of high-level tourists, inviting them to discover the destination in a profound and anticipatory manner, even before their arrival. In the words of Javier Rico, “the key is to have a habitual and experimental customer, a consumer who seeks to enjoy the exploration process as much as the final result.”