Spanish Regions & Screen Tourism
As screen tourism continues to shape global travel trends, FITUR Screen 2025 returned for its seventh edition as a key part of Spain’s premier tourism trade event in Madrid. Once again, it provided a platform to explore the latest developments in the audiovisual industry and highlight how regions across Spain are capitalizing on the power of film and television to attract visitors.
For those in the tourism and film industries looking to refine their strategies or position their own locations, the event offered valuable insights into what’s currently working in Spain—as well as the challenges being faced.
On Day 2, discussions featured insights from Barcelona, which presented a study on audiovisual productions across the province and their impact on the industry. Madrid, Valencia, Valladolid, Vigo, and Andalusia also outlined their latest marketing efforts, with the latter emphasizing its vibrant festival circuit. The day followed a series of talks from Tenerife, fresh off its European Location Award nomination, and Lloret de Mar in Catalonia, further underscoring Spain’s growing role in screen tourism.
Barcelona Province: Study on Screen Tourism
One of the key lessons from the Screen Tourism in Barcelona Province: Challenges and Opportunities research study, is that Barcelona province has a strong infrastructure to support productions across the region, but the challenge is that not every municipality is activating screen tourism strategy. This study undertaken by the Provincial Deputation of Barcelona has set out to look at broadening regional strategy for screen tourism, as well as help give municipalities access to data for planning in the future. Undertaken by and presented by Eugeni Osácar, Director at CETT Barcelona School of Tourism Hospitality and Gastronomy, the key parameters was to look at the industry outside of the city.
The study looked at films and TV productions shot in the wider province in the first 25 years of the 21st century, along with looking at 25 highlighted historical films from 1955–1999 for wider context. Barcelona city was only included when it was used as a secondary location.
Of the over 500 productions in the province included in the study, more than two thirds were feature films, and were shot across 176 of Barcelona’s 310 municipalities (384 were feature films (76.6%) and 166 were TV series (23.4%)). Three of the comarca’s stood out as the most active filming regions in the province.Vallès Occidental (217 productions), Baix Llobregat (212), and Maresme (189).
While these numbers confirm the province’s extensive role in film and TV production, the study also sought to determine which of these productions hold the strongest potential to attract visitors and generate economic impact through screen tourism.
To do this, the study broke down films by genre, language, and creative teams, analyzing which productions had the highest likelihood of inspiring travel. The study looked at some fundamental components of screen tourism including the featuring recognisable locations, an active fanbase, and international reach including through streaming, along with historical and adventure films having a higher tourism impact.
Barcelona Province: Need for Stronger Screen Tourism Strategy
The study shows a healthy industry being spread across the province and more importantly that the provinces had the capacity to support productions. The challenge as highlighted by Osácar was that not all municipalities and areas were successfully using these productions to promote to tourists and the industry.
As a warning shot and lesson for the wider industry he highlighted what was an obvious point, but that without productions continuing, there is no screen tourism. In particular he felt that Madrid’s screen tourism strategy was a model Barcelona Province could learn from, particularly in how it integrates film commissions with tourism boards and proactively plans for future productions. Securing productions is only the first step—municipalities must also focus on their future pipeline rather than relying on past productions.
Key Ingredients for Successful Screen Tourism
As part of moving away from just being satisfied being featured in films or series, Osácar highlighted six key parts for screen tourism including movie maps, digital platforms and apps providing experiences, on-site installations, books and guides, guided tours and finally studio and film attractions.
As part of this Film Commissions and Destination Management Organizations (DMOs) play a pivotal role in bridging tourism and audiovisual industries and that screen tourism is not viable without active productions, furthermore screen tourism in the province can place a big part in spreading tourism away from the city.
Madrid’s Expanding Screen Tourism Strategy
Madrid has made a concerted effort to strengthen its position with its strong audiovisual sector to attract visitors and further productions. At FITUR 2025, the Madrid Film Office presented data highlighting the city’s continued growth in film and TV production, its economic impact, and future opportunities. Moreover, the city is becoming known as a hub for both Spanish and international productions, increasing its visibility in key markets**.**
Madrid’s Record-Breaking Film & TV Industry
The data shows the strong health of Madrid’s audiovisual sector, with 55 TV series, 41 films, and 419 commercials filmed in the city in 2023. The Madrid Film Office also provided assistance to over 3,000 productions that year, a figure that then surged to 4,000 in 2024, marking a record-breaking year for the city. Film activity has also expanded beyond the capital, with productions taking place in 54 municipalities across the Madrid region, contributing to a 17% year-on-year growth in film-related projects. Furthermore, as part of expanding its network, the city is involved in 15+ international audiovisual initiatives, festivals, and collaborations to strengthen its global reputation.
Several major productions were referenced that showcased Madrid’s diverse locations in well-known series:
- La Casa de Papel (Money Heist) helped Plaza de Callao become a globally recognised filming spot, featuring prominently in scenes from the series, including its iconic heist sequences
- Las Chicas del Cable (Cable Girls) used Gran Vía to recreate 1920s Madrid with the four women at the heart of the series working at a telecommunications company located on the famous thoroughfare
- Élite was filmed at the Art Deco-style complex Teatro Barceló, along with other parts of the wider series filmed in towns surrounding the city
- Berlín, the Money Heist spin-off, continued to use Madrid’s landmarks, further reinforcing its connection to the city
Challenges and Opportunities
Whilst some may argue that Madrid lacks a singular globally recognisable landmark like London, Paris, or New York, the Commission emphasised that one of the city’s greatest strengths is its versatility. Its diverse locations allow it to double for a range of international settings, making it an attractive destination for productions.
Research underscores the impact of film tourism: when Wes Anderson’s Asteroid City filmed in Chinchón, a town outside the city, Google searches for the town rose by 600%. Additionally, the Commission cited research showing that 65% of travelers consider visiting filming locations a unique tourism experience, reinforcing the need to develop engaging film-related tourism products.
Madrid’s Expanding Screen Tourism Strategy
The Madrid Film Office is actively working to integrate film and tourism through strategic initiatives, strengthening collaboration between the audiovisual and tourism industries to ensure productions contribute to Madrid’s tourism economy.
Existing resources, such as the Madrid Film Office’s film tourism map, help visitors explore filming locations from well-known productions. The Office continues to foster public-private partnerships and international cooperation to position Madrid as a leading destination for screen tourism.
With screen tourism projected to reach €122 billion globally by 2032, Madrid is leveraging its diverse locations and strong audiovisual sector to enhance its presence in this growing market.
Valencia Film Office: Rapid Growth
Film Commission Comunitat Valenciana at Fitur 2025 highlighted the region’s rapid growth in film tourism and production over the last few years, including the boost that the reopened Ciudad de la Luz studios has provided in terms of attracting productions. In 2023, over 200 productions were filmed across Valencia, Alicante, and Castellón, reinforcing the region’s reputation as a top-tier destination for screen projects, as well as its contribution to the local economy.
One of the most high-profile productions was Alejandro Amenábar’s El Cautivo, filmed extensively across all three provinces of Valencia. Meanwhile, Andor (Star Wars, Season 2) brought Disney and Lucasfilm to the Castillo de Xàtiva, where it reportedly filmed for two months, further adding to the region’s global visibility.
Ciudad de la Luz: A Global Film Hub
The Ciudad de la Luz studios, fully reopened and operational since 2022, is now one of Europe’s largest and most competitive production facilities. The Alicante-based studio hosted 14 productions last year, including Venom and Las Profundidades del Sena, the Netflix thriller that became the fifth most popular non-English language film on the platform at that time of its release.
Key features of the studio that make it an attractive proposition for local and international productions looking for world-class facilities include:
- 12,000m² of soundstages
- Two interior water tanks (10m x 10m, up to 16m deep)
- An 8,000m² exterior water tank, making it one of the world’s leading locations for aquatic filming
- 15 hectares of backlot space for large-scale set construction
Asterix & Obelix at the Olympic Games also built a full-scale Olympic stadium set at the studio. The studio has played a crucial role in attracting international productions, with Los Tigres, an upcoming thriller, and the horror/action film Las Profundidades del Sena among the projects utilising its underwater tanks. The return of Ciudad de la Luz has also fuelled a surge in local industry development and training programmes.
Economic Impact & Growing Film Tourism
The region saw over 500 professional visits from producers, directors, and investors in 2023. Venom alone contributed to 18,000+ overnight stays in Alicante. Additionally, Un Cuento Perfecto (A Perfect Story) generated €35 million in investment, created 500+ jobs, and resulted in 22,000 hotel bookings. Furthermore, Costa Blanca received 120+ filming requests, with a 50% increase in advertising productions compared to the previous year.
Film Tourism is Thriving
Peñíscola’s Film Route was mentioned as a local tourism initiative which has been launched to showcase films shot in the area, capitalising on Game of Thrones. Described as a quiet village in the province of Castellón, featuring constructions such as its lighthouse, its promenade, its castle, and beaches, has been chosen by many Spanish and foreign filmmakers. It first gained prominence in Spanish film Calabuch (1956) and was later used in the Hollywood classic El Cid (1961), both of which also features in the guide. Alicante has also introduced three new film tourism routes, including a Dracula-themed route for the Spanish films El Conde Drácula (1970) and Drácula contra Frankenstein (1972).
Arts and Sciences: Futuristic Filmscape
The City of Arts and Sciences, in the city of Valencia, due to its unique design has been the setting for high-profile productions, particularly in sci-fi and futuristic genres including international series such as Doctor Who on BBC; HBO’s Westworld and National. Its presence in major Hollywood productions has given it global visibility and remains one of the most sought-after locations for productions that need a modern, futuristic backdrop. Other notable productions include the Disney blockbuster, Tomorrowland, with George Clooney.
Bollywood in Valencia
Valencia has also caught the attention of Bollywood, with recent productions choosing the city for its unique architecture and locations. Notable Bollywood films shot in the region include the Indian Tamil-language action comedy The Good Bad Ugly (2024) – filmed across Valencia, including the historic Old Post Office building as well as further south for scenes in Villajoyosa, Benidorm. According to the local English news site, The Olive Press, the movie was attracted by the climate and a consolidated audiovisual network of the region, and has been beneficial to local businesses including Trabajodecine, production company and several supply firms dealing with lighting, transport, props and design. Furthermore the site reported that the film has also provided work for 30 Valencian-based actors and over 500 extras
The last Bollywood film to use the area was Production Number 4 (2019) – featuring stars Kajal Aggarwal and Sharwanand, with key scenes shot at Valencia’s port facilities.
In terms of the lucrative Bollywood market and wider screen tourism, there have been previous examples of how Spain has benefited. Notably, Indian tourism to Spain more than doubled (up by 65%) after the success of Zindagi Na Milegi Dobara (2011), demonstrating the strong link between Bollywood films and travel trends. Shot at La Tomatina in Buñol, Valencia, along with Girona, Andalusia, Barcelona and Pamplona, the presence of a Bollywood production in the area is expected to further drive tourism from India.
On a national level, there have been renewed efforts to encourage Indian productions to Spain. According to Variety, the film industry news site, India and Spain signed a bilateral co-production treaty in 2012, yet only one film has made use of this agreement so far. There are discussions about updating the current agreement between Spain and India and working on improving the legal framework, so as to increase productions between the two countries
Training Programmes & Industry Development
A key component of Valencia’s rise as a film destination is its investment in workforce development. In 2023, more than 300 professionals were trained in film production-related fields, and demand for courses is so high that new training programmes have already been launched. The expansion of film education partnerships, including collaborations with SCAC, ensures that the region continues to provide a highly skilled workforce for international productions.
With streamlined production processes, growing film tourism initiatives, and major international productions choosing the region, Valencia is solidifying its position as a European hub for both filmmaking and film tourism.
Andalusia Film Routes and Festivals at Heart of Screen Tourism
Andalusia Film Commission, the largest province and with a big remit took to the stage, emphasising its dual strategy of attracting international productions while developing screen tourism. With the backing of Turismo Andaluz, the commission unveiled its new film location platform, mapping out Andalusia’s cinematic heritage through regional and thematic routes. These include locations made famous by The Crown and Game of Thrones, offering visitors a structured way to explore Andalusia through its most iconic film and television shoots.
But beyond production incentives, Andalusia’s other strength lies in its vibrant festival circuit, a cornerstone of its screen tourism efforts alongside attracting productions. At FITUR, this was a key focus as they brought key figures from the region’s leading film festivals to highlight how these events contribute to positioning Andalusia as a must-visit destination for cinephiles and industry professionals alike both within Spain and internationally.
Seville European Film Festival: A Gateway to the Oscars
The Seville European Film Festival stands as Andalusia’s largest, drawing over 300 filmmakers in 2024, including Hollywood icons Johnny Depp, Jeremy Irons, and Paz Vega. Beyond red carpets, it plays a strategic role in the international awards circuit, screening 16 European contenders for Best International Feature at the Academy Awards, of which 8 advanced to the shortlist.
Seville Film and Events, which organises local productions, also features a series of movie maps created by the Andalucian Film Commission offering visitors a new way to explore the city’s cinematic history. Created by location scouts, these guides highlight Seville’s most famous filming spots, from the grand Plaza de España to the winding alleys of Santa Cruz.
Conil de Cine: The Rise of Neoquinqui Cinema
Despite being in its first edition, Conil de Cine in the Costa de la Luz, Tarifa province, has already made waves. The festival, dedicated to neoquinqui cinema, a film genre that originated in Spain in the 70s and has seen a return in recent years, looking at the lives of adolescents from marginalized communities The film festival received a staggering 1,176 short film submissions from around the world, cementing itself as an essential platform for new voices in gritty, urban storytelling. The date of the festival also runs at the same time as a Ruta del Atún, a gastronomic food route in the town where lots of local restaurants serve special tuna dishes or tapas.
Almería Western Film Festival: Europe’s Last Frontier
Set in the legendary Tabernas Desert, known as the birthplace of the ‘Spaghetti Western’,. Almería Western Film Festival holds the distinction of being Europe’s only dedicated Western film festival. Set up to celebrate the 60-years-old film heritage of the province with the genre, the 2024 edition, its 14th year, welcomed Viggo Mortensen, who won Best Actor for Hasta el Fin del Mundo (Until the End of the World).
The wider history of Almería has been deeply connected with the world of film, earning the name of Europe’s Hollywood. With more than 300 films shot since between the 1950s to 2020 , the Almeria Tourism Office, highlights the many films that have been shot not only in the stunning landscape in the province but in the city.. Most famously being Sergio Leone with his Dollars Trilogy that also introduced Clint Eastwood to the world including A Fistful Of Dollars (1964), and The Good, The Bad & The Ugly (1966) and forever linked this area to the this era of the Western.
Other notable films include Conan the Barbarian (Alcazaba of Almeria), Indiana Jones and the Last Crusade (School of Arts of Almeria and La Medina ), Lawrence of Arabia (Parque Nicolas Salmeron) and The Wind and the Lion (Parque Nicolas Salmeron and Antiguo Cultural Casino).
Montilla Microcine Festival: A Cinematic and Oenological Fusion
Bringing an innovative twist to short film programming, Montilla Microcine Festival, in the province of Cordoba pairs each short film with a local wine, curating a cinematic tasting experience. Held in an ecological winery, the event offers audiences a sensorial way to engage with film, blending Andalusia’s cultural and gastronomic heritage.
Granada’s Young Filmmakers Festival: A Legacy of Emerging Talent
Celebrating its 30th anniversary, the Granada Young Filmmakers Festival continues to serve as a vital launchpad for emerging talent. The festival incorporates Filming Granada, a program supporting local productions, and Vibraciones, a dedicated section showcasing the boldest new voices in Andalucian cinema.
In recent years, tourism initiatives with local tourism guides from Granada Film Commission has linked to both contemporary films — such as Intemperie (2019) by Benito Zambrano and winner of two Goyas — and historic filming locations like Guadix and Granada have been expanding across the province, further cementing Andalusia’s place on the cinematic map.
Andalusia: New Film Routes
Closing the talk, the discussion moved back to the development of themed routes that allow visitors to explore these iconic sites, and why so many filmmakers are attracted to such diverse landscapes. Andalucía Destino de Cine is a film tourism platform that maps out key filming locations across the region, created by The Ministry of Tourism, Culture and Sport along with Andalucía Film Commission, which have organised different film routes through Andalusia.
The 39 themed routes as of the beginning of 2025, highlight Andalusia’s major festivals like the Seville European Film Festival and Almería Western Film Festival but also cinematic landmarks featured in productions like The Crown and Game of Thrones. Other trails focus on Andalusia’s famous beaches and its role in films by celebrated Spanish directors, including Pedro Almodóvar.
Valladolid Celebrates a Decade of Film Tourism Success
At FITUR Screen 2025, Valladolid Film Commission marked ten years of growth in the audiovisual industry, showcasing its evolution from a local film office to a key player in Spain’s screen tourism sector.
Since its founding in 2014, Valladolid has become a sought-after filming location, supporting 66 productions in 2024 alone. The city’s film culture is deeply rooted in its history, with the Seminci – Semana Internacional de Cine de Valladolid, celebrating its 70th anniversary, and the city’s designation as a UNESCO Creative City of Film since 2019.
Key recent productions include the series Memento Mori, which filmed extensively in Valladolid and has inspired a screen tourism initiative – a guided theatrical tour of its filming locations. The city has also hosted the musical film Voy a pasármelo bien and other productions such as the Netflix series Cocinas.
Beyond film productions, Valladolid has positioned itself as a hub for the screen industry. The city hosts the Shooting Locations Marketplace, a major European event for location professionals, and continues to invest in local filmmaking talent through training workshops and industry events.
With a decade of strategic growth, a thriving audiovisual scene, and an increasing number of productions choosing the city, Valladolid has firmly established itself as a premier film-friendly destination in Spain.
Vigo Strengthens Its Position in Screen Tourism at FITUR 2025
Vigo Film Office reinforced its growing role as a major filming hub, with over 50 productions in 2024. The city hosted Romería, a drama directed by Carla Simón and produced by María Zamora; Rondallas, by Daniel Sánchez Arévalo; and San Simón, a historical drama directed by Miguel Ángel Delgado. The city also welcomed high-profile commercials, including the Spanish Lottery and Mutua Madrileña Christmas ads.
During the presentation at FITUR, Mayor Abel Caballero emphasised that “Vigo is cinema,” highlighting the city’s unique combination of light, colour, talent, and locations. “Everything a director needs can be found in Vigo,” he stated, adding that “not even Hollywood could claim the same.” He also joked about installing Hollywood-style Vigo letters, even larger than the originals.
The panel talked about how Vigo offers filmmakers a diverse range of locations, with beaches, urban streets, and nature spots all within 15 minutes of each other. The city is known for its welcoming and supportive attitude towards productions, a sentiment echoed by Vigo Film Office director Amaia Mauleón, who described it as “friendly and open” to those who visit.
Actor Antonio Durán ‘Morris’ also spoke, noting that Vigo is more than just a film set – it brings a distinctive local identity to productions, making it an integral part of the storytelling process.
Vigo’s screen tourism strategy includes an updated film location route featuring past productions like the Spanish classic comedy/drama film which was also voted Spain’s best film of 2002, Los lunes al sol (Mondays in the Sun), as well as talks and conferences on cinema throughout the year. The city is also investing in screen infrastructure and international promotion, with Vigo Film Office committed to attracting more productions.
Juan Manuel Guimeráns, president of the Spain Film Commission, closed the session by reinforcing Vigo’s strengths as a filming location, noting that Mayor Abel Caballero’s enthusiasm was no exaggeration—if anything, it was an understatement. He also announced that the Spain Film Commission’s annual assembly will be held in Vigo in May, further solidifying its position as a key player in the industry.
