Barcelona, Madrid, Valencia & More: Regional Screen Tourism Takeaways from FITUR Screen 2025

FITUR Screen 2025 in collaboration with the Spain Film Commission, held as part of Spain’s leading tourism trade event Fitur in Madrid, showcased how Spanish regions are integrating screen tourism into their broader strategies. Day 2 of the event provided insights into different regional approaches, highlighting both successes and challenges.

Barcelona Province: A Need for a Unified Screen Tourism Strategy

A study presented by Eugeni Osácar of CETT Barcelona School of Tourism examined audiovisual productions across the province over the past 25 years. While 176 of Barcelona’s 310 municipalities host productions, many do not actively use them for tourism. The study identified Vallès Occidental, Baix Llobregat, and Maresme as key filming hubs. Osácar highlighted the need for continued productions and a structured approach to screen tourism, similar to Madrid’s integrated model.

Madrid: Expanding Its Role as a Film Tourism Hub

Madrid’s audiovisual sector saw record-breaking growth, with 55 TV series, 41 films, and 419 commercials filmed in the city in 2023. Productions are increasingly expanding beyond the capital, with 54 municipalities involved. The Madrid Film Office has launched a dedicated film tourism map and is fostering industry collaboration to enhance its appeal. Case studies, such as Asteroid City, which boosted Chinchón’s visibility, demonstrate the potential impact of film tourism.

Valencia: Growth in Productions and the Impact of Ciudad de la Luz

The Film Commission Comunitat Valenciana reported over 200 productions in 2023, supported by the reopening of Ciudad de la Luz studios in Alicante. The studio hosted 14 productions, including Venom, and is now one of Europe’s leading production facilities. Film tourism initiatives include Peñíscola’s Game of Thrones route and new guided tours in Alicante, reflecting the region’s strategic focus on screen tourism.

Andalusia: Film Tourism Routes and Festival Circuit

The Andalucía Destino de Cine platform maps out 39 themed film tourism routes across the region, covering productions such as The Crown and Game of Thrones. Andalusia’s festival circuit, including the Seville European Film Festival and Almería Western Film Festival, plays a key role in positioning the region as a destination for cinephiles.

Vigo: A Rising Film Destination

Vigo Film Office reported that the city hosted over 50 productions in 2024, including Romería, Rondallas, and San Simón, as well as high-profile commercial shoots. The city’s compact size and diverse locations, from beaches to urban streets, make it an attractive filming destination. Vigo is also strengthening its film tourism strategy by updating location guides and investing in infrastructure to attract more productions.

Takeaways from FITUR Screen 2025

FITUR Screen 2025 highlighted the diverse approaches Spanish regions are taking to strengthen their position in screen tourism. Madrid demonstrated a well-integrated model, aligning its film office with tourism strategies to sustain its production growth. Valencia capitalised on the reopening of Ciudad de la Luz, reinforcing its status as a major European production hub. Vigo, with its expanding infrastructure and commitment to attracting productions, is positioning itself as an emerging player in the sector.

Across the country, there is a clear recognition that continued investment in both productions and supporting tourism initiatives is crucial. The discussions reinforced the importance of long-term planning, cross-sector collaboration, and strategic marketing to ensure screen tourism remains a valuable asset for Spain’s economy.

For a deeper dive into Day 2 and these talks, go to the Insights piece.where we cover more about the various regions presentations.