Second International Conference on Literary and Film Tourism

The University of Algarve, Faro, Portugal, was the setting for the Second International Conference on Literary and Film Tourism, held on 17th and 18th January 2025. The event was organised once again through the partnership of The School of Management, Hospitality and Tourism (University of the Algarve), the CETT Barcelona School of Tourism, Hospitality and Gastronomy (University of Barcelona), the University of Caxias do Sul (Brazil), and the University of Groningen (The Netherlands).

The conference featured a rich variety of film-related topics, including the sustainability of screen tourism in Norway, the competitive dynamics of Caribbean film locations, Budapest’s rise as a European filming hub, and the impact of franchises like Harry Potter and Game of Thrones on tourism. Presentations also explored the integration of film tourism into destination marketing, with case studies ranging from House of Dragons in Portugal to Die Hard 5 and Poor Things in Hungary.

The Conference’s goal is to serve as a multidisciplinary meeting place for researchers, professionals, and students interested in the dialogue between territory and the layers of meaning generated by literature and film. This year, the event over two days focused on the educational and tourist potential of the cultural landscapes created by literature and films. It focussed on a variety of themes, including route/trail design and planning, community engagement and stakeholder collaboration, outdoor recreation and literary/film tourism, accessibility and inclusivity, technology and innovation, case studies and success stories, cultural and historical perspectives, and the tour guide’s experience.

Keynote Session: Sustainability in Literary and Film Tourism

Professor Graham Busby delivered the keynote address at the event, focusing on “Sustainability in Literary and Film Tourism.” Professor Busby spent several years in the tourism industry before joining Plymouth University in 1994, where he helped establish the BSc and MSc in Tourism Management. His research over the years has explored various aspects of literary and film tourism, employing diverse methodologies to deepen understanding in what was, at the time, still an underreported area.

In addition to his work in literary tourism, Professor Busby’s first research into film tourism appeared in 2001, analysing the influence of Notting Hill on visitors to central London. He later turned his attention to Steven Spielberg’s 2011 film War Horse as a feature of location research. His other research has examined the pre-production angle of an unreleased film and analysed literary and film tourism jointly through the impact of Captain Corelli’s Mandolin. During his keynote, Professor Busby drew on this extensive body of work to address the crucial topic of sustainability within these tourism sectors.

Key Screen Tourism Talks

The Second International Conference on Literary and Film Tourism featured a range of presentations from academics and experts delving into various facets of screen tourism:

• Sustainable development sensemaking in screen tourism: Exploring Norwegian stakeholders’ narratives
  Presented by Sara Coimbra Trigo, Åsa Grahn, and Christine Lundberg (University of Stavanger, Norway), this talk explored the perspectives of stakeholders in Norway regarding sustainable development within screen tourism.
• Exploring the discrepancy: The film industry’s impact on destination marketing in Bulgaria
  Presented by Ani Istatkova and Sonia Mileva (Sofia University, Bulgaria), this talk investigated the complex relationship between the film industry and destination marketing in Bulgaria.
• ‘So you’s got the production, we’ve got the location’: A comparative analysis of the competitive dynamics between four Caribbean film locations
  Presented by Emiel Martens (University of Amsterdam, the Netherlands), this presentation offered a comparative analysis of the competitive landscape of four film locations in the Caribbean.
• From Die Hard 5 to Poor Things: Budapest at the forefront of European film production
  Presented by Timea Toth (Kodolányi János University, Hungary), this talk highlighted Budapest’s growing importance as a filming location in Europe.
• Pottourism: Assessing the impact of Harry Potter on British tourist attractions
  Presented by Michael O’Regan (Glasgow Caledonian University, UK), this presentation focused on the impact of the Harry Potter franchise on British tourist attractions.
• Unlocking tourism potential: Value creation and integrated tourist experiences in Monsanto’s ‘House of Dragons’ project
  Presented by Anabela Monteiro, Gabriela Marques, Sara Sousa, and Marco Arraya (Europeia University, Portugal), this talk explored how the House of Dragons project in Monsanto, Portugal, is being used to create value and integrated tourist experiences.
• Immersive narratives: A netnographic study on visitor experiences at the Game of Thrones studio
  Presented by Senthilkumaran Piramanyagam and Partho Pratim Seal (Manipal Academy of Higher Education, India), this research analysed online discussions to understand how visitors experience the Game of Thrones studio tour.
• Filming locations, fan cultural capital and loyalty: The case of “Cáceres: City of Dragons”
  Presented by Beatriz Gomez-Morales (Lleida University, Spain), this presentation explored how the use of Cáceres as a filming location has impacted the city’s image and attracted fans.
• Screen tourism in the province of Barcelona
  Presented by Eugeni Osácar Marzal, Esther Velasco Ferreiro, Irene Martín Montero, Leila Cuello Busquets, Jordi Arcos Pumarola, and Daniel Imbert-Bouchard (CETT – University of Barcelona, Spain), this talk examined the various films and television shows filmed in the province of Barcelona and how these productions have influenced tourism in the region.

Alongside the talk on film tourism, there were sessions looking at literary tourism which showcased a wide array of perspectives, highlighting the integration of cultural heritage, storytelling, and innovative tourism strategies. Discussions included the development of cultural routes, such as those inspired by Ivana Brlić Mažuranić’s literary heritage in Croatia and the literary districts of Chiado in Portugal. Presenters explored the role of semiotics in enhancing authentic literary tourism experiences, as well as the use of digital media in travel guides for enriched storytelling. Case studies examined the impact of dark literary tourism on city branding in Hungary and the intersection of photography and literary tourism in capturing rural Spain. Additionally, insights were shared on Brazil’s approach to literary and film tourism through official documents, and the influence of iconic works like Dune on tourism products. Together, these talks emphasised how literary tourism continues to evolve, blending tradition with technology to create compelling tourist experiences.