FITUR Screen 2025 – Highlights
The seventh edition of FITUR Screen, hosted by the Spain Film Commission as part of FITUR 2025 in Madrid, started with a focus on how screen tourism is reshaping travel trends away from the high seasons, boosting more of the local economies, and strengthening Spain’s position as a global audiovisual hub. With 94 million tourists bringing in 126 million euros, the opening session of the three-day programme celebrated the role that cinema and the audiovisual industry has for the economy and the tourism industry by showcasing Spain’s position as a leading destination for international productions.
The event featured industry leaders like Víctor Lamadrid Hernández, Secretary General of the SFC; Ana Muñoz Llabrés, Spain’s Director General of Tourism Policies; Ignasi Camós, director general del ICAA (Film and Audiovisual Arts Institute); and Esperanza Ibáñez, Netflix’s Director of Public Policy for Spain and Portugal.
Fitur Screen: Seven Year Journey
In his opening remarks, Víctor Lamadrid Hernández reflected on the journey of FITUR Screen since its inception where the Spanish Film Commission had the foresight and vision to create a dedicated strand for screen tourism, “We realised in the first year that this was an area with a lot of potential, and as a result, we’ve grown every year.” He also emphasised the importance of the ongoing collaboration between regional and national organisations, which now has 47 members and all the regions on board.
Whilst Spain may not have been the original pioneers of screen tourism, Lamadrid acknowledged it is an increasing area of focus for the commission and its members, adding, “We haven’t invented screen tourism, or audiovisual tourism, or what is now called jet setting, but we have been very pioneering and innovative in launching activities and events linked to screen tourism.”
Screen Tourism as a Driver of Growth
Ana Muñoz Llabrés Spain’s Director General of Tourism Policies was the first speaker to take to the stage to discuss how initiatives like FITUR Screen and Screen Tourism fit into Spain’s broader tourism strategy. She emphasised the government’s commitment to deseasonalisation, extending tourism beyond traditional hotspots and summer peaks aiding overall sustainability, and which has seen a growth in numbers outside the peak season.
Regionality has also been another focus to spread tourism away from the well trodden destinations, of which screen tourism has a big part to play, working with the network of the regional and local film commissions to spread the benefits of tourism. “We are also focusing on inland communities, as many cities have also embraced film tourism, achieving significant success and helping these areas gain recognition at the tourism level.”
Muñoz also highlighted the impact of cultural tourism, driven in part by screen tourism, on diversifying Spain’s offerings, backed up by data. “Cultural motivations for visiting Spain have grown by 32%, and gastronomy-driven tourism has risen by 28%, reflecting the increasing appeal of diverse experiences,” she added. These statistics underscore the transformative potential of screen tourism in promoting sustainable and inclusive growth.
Netflix’s Role in Spain’s Screen Tourism
The opening session saw recognition of two individuals who have contributed to the Spanish film industry, with Esperanza Ibáñez, Netflix’s Director of Public Policy for Spain and Portugal, and Clara Ruipérez de Azcárate, Legal Content Strategy Unit of the Telefónica Group, named Honorary Ambassadors of the Spain Film Commission for the next year. This is in recognition for their pivotal contributions to Spain’s audiovisual industry and their efforts to foster collaboration between public and private stakeholders.
In her speech, Ibáñez reflected on Netflix’s decade-long relationship with Spain, explaining why the company chose the country as the setting of their Europe production hub which houses 10 stages along with a state-of-the-art post production facility, “Ten years ago, Netflix saw the potential of our country – not just in its cultural and geographical diversity but also in the quality and professionalism of its audiovisual professionals. This potential inspired us to establish our only European content production hub in Tres Cantos, near Madrid.” Since its launch in 2019, Netflix’s has doubled its stage capacity at Tres Cantos to ten sets and has housed some of its biggest Spanish including Élite, La Noche Más Larga, Valeria, and the five series Money Heist which at the time became the platform’s most-watched non-English-language series.
Ten years ago, Netflix saw the potential of our country – not just in its cultural and geographical diversity but also in the quality and professionalism of its audiovisual professionals.
She further dedicated the award to the broader industry, reaffirming Netflix’s commitment to Spain’s audiovisual ecosystem as well as elevating local stories, “I accept this award on behalf of Netflix with a commitment: to continue championing our stories, so that our heritage and talent can keep inspiring audiences around the world.”
Ruipérez de Azcárate, recognised for her work in the industry in her role at Telefónica, echoed these sentiments of giving the country a global audience, and highlighting the robustness of the audiovisual industry. “This is for Spanish audiovisual – Spanish audiovisual is great, Spain is great, our territories are great. Spain is a stage for all our productions.”
International Collaboration and Innovation
This year’s edition of Future Screen saw the inclusion of representatives from beyond Spain, with Mexico’s Jalisco, Michoacán, and Morelia represented, and reflecting the growing importance of a global network of partnerships in an increasingly competitive market. Lamadrid expressed the significance of this collaboration, “It’s a pleasure to welcome them. Having destinations like Jalisco and Morelia join us shows that screen tourism is a universal language, connecting industries across the globe.”
A Collaborative Future for Screen Tourism
A special mention was given to the role to the ICAA in the introduction by Lamdarid, that screen tourism in Spain benefits from having an institution dedicated to promoting the audiovisual industry. Ignacio Gamós, Director General del ICAA taking to the stage reiterated the importance of collaboration in maintaining Spain’s edge globally, “In today’s increasingly competitive landscape, we must highlight the value of the sector and position it internationally. We need to build as many alliances as possible to ensure success on the global stage.”
He also noted that the health of the industry and the success of the Spanish Film Commission is built on the work of Spain’s 46 regional film commissions, which collectively elevate the country’s audiovisual sector.
Fitur Screen 25 – SetJetters Presentation
First up was SetJetters, the mobile app which aims to put thousands of filming locations in the palm of people’s hand, saw the co-founder Kate Edwards in conversation with Piluca Querol Fernández, Vice-president of the Spanish Film Commission. In their discussion they got under the skin of what drives a large part of screen tourism and which is integral to the app, the passionate film fans. Talking about the emotional resonance and how the SetJetters facilitates that emotional connection, Edwards said: “The film tourism community is very much a geek community. I’m a total geek. I love this stuff. It’s sci fi geeks, it’s romance film geeks, it’s spy film geeks, and they are extremely passionate about these films because of the emotional connection they have to the film.”
She went on to talk about her first ever visit to the Tunisian Star Wars fan, which as a massive fan of the franchise was an emotional moment for her. “It was almost like a religious experience for me. I was weak in the knees. I was crying because I could not believe that I was standing in the same place as the original Star Wars film over 45 years ago. It just kind of blew my mind.”
Edwards also talked about the longevity of these fans’ special connections to the films which can take many different forms from buying merchandise to visiting locations. The studios, Edward argues, want to cultivate this, and is an integral part to understanding one of the key drivers for screen tourism. “It is this emotional connection between the viewer and the movie or the television show or the video game, because that emotional connection is what solidifies the relationship, and that relationship lasts for a very long time, and it takes many different forms.”
The La Palma Film Commission presented ‘El Volcán Tajogaite‘
The Tajogaite volcano, part of the active volcanic ridge known as Cumbre Vieja, was the main focus of the talk from the La Palma Film Commission. The ridge also features in a new dramatic promotional video for the island to encourage filming on La Palma. This emphasis on the Tajogaite volcano follows the award-winning film La Hojarasca, which has been nominated for the 2025 Best European Film Location award. The film has already garnered several awards in Spain.
This marks a dramatic turn of events for La Palma, dubbed Isla Bonita, and for the film itself, given that the Tajogaite volcano is a relatively new location, having emerged during the 2021 eruption. The eruption lasted for 85 days. caused over 8,600 earthquakes across the island and destroyed over 3,000 buildings. Originally, the film started shooting a year before the eruption, first between October and November 2020, when lockdown restrictions eased on La Palma. Filming resumed in autumn 2021, but the volcano’s eruption threatened to halt production once again.
The director, Canarian Macu Machín, in her directorial debut, decided to make the eruption a pivotal moment in the film. Speaking at the time of the film’s release, she said, “We knew we had to go and shoot. Without knowing much about how we were going to do it, but sensing perfectly where it could fit, in the end, as a kind of catharsis, a climax.”
Shooting during an eruption presented further challenges, and Machín was only allowed to film for a week for safety reasons. She added, “The volcano was something that obviously I hadn’t planned for it to happen. But when it exploded, it seemed to me that organically it fit with the structure of the film, because I had already been working with elements of nature from the beginning.”
The filmmaker, recognising the symbolic power of the eruption, integrated it into the narrative, serving as a perfect metaphor for the story’s central plot of family members quarrelling over the inheritance of land. The volcanic activity now takes on deeper meaning, as it buries the disputed terrain of the family members.
Fast forward to 2025, and screen tourism is undoubtedly set to benefit from the dramatic area surrounding the volcano and the wider island of La Palma, following its prominent feature in La Hojarasca and the wave of acclaim the film has received.
The buzz around the film has been building throughout 2024, making it one of the most successful of recent Canarian films. It premiered in Berlinale’s Forum section in 2024 and has since won awards at the Malaga Film Festival, Guadalajara International Film Festival, and the Feroz Awards. Furthermore, it has picked up 10 nominations at the Goyas, Spain’s main annual film awards. The upcoming Goya ceremony in early February is expected to give the film even more exposure in Spain and internationally.
At the time of the nomination for the Best European Film Location, Machín expressed amazement to see La Hojarasca featured alongside Napoleon by Ridley Scott, saying, “It’s beautiful to see how a newly formed volcano can compete with Europe’s grand historic cityscapes.”
The presentation by La Palma included a screening of a new short promotional video that strongly emphasises the unique and, at times, magical, otherworldly aspect of the island’s diverse landscape. The film follows David, a location scout renowned for finding versatile locations “where all movie genres are welcome.” The audience follows David through various parts of the island, with settings that suit fantasy, drama, romance, sci-fi, and more. From lush forests and dramatic beaches to barren mountains, rolling fields, and historic colonial-style buildings, the video demonstrates why La Palma appeals to filmmakers seeking variety within the same island. The video concludes by highlighting La Palma’s many advantages: one of the best climates in Europe, the highest number of sunshine hours, and highly competitive tax rebates.
The island has also hosted a slew of other productions. The Norwegian series La Palma, a four-part disaster series that debuted on Netflix at the end of 2024, introduced global audiences to Cumbre Vieja and other parts of the island. Additionally, the UK TV thriller The Choice, set in the upper echelons of British politics, was filmed on the island during summer 2024.
To find out more about filming opportunities with the La Palma Film Commission, click here
Grupo Piñero– Blending Film and Tourism
Grupo Piñero underscored the power of cinema to position lesser-known destinations as must-visit locations on the global stage. With Amanece en Samaná, the company demonstrated how storytelling can seamlessly integrate with tourism to promote the natural beauty and cultural richness of places like Samaná, a region in the Dominican Republic that features prominently in their portfolio.
The film not only captures the stunning landscapes of Samaná but also shines a light on its character and culture, turning it into a key element of the narrative. This kind of exposure is pivotal for fostering sustainable tourism, attracting visitors who value authentic experiences while respecting local heritage and ecosystems.
Promoting Samaná Through Storytelling
Amanece en Samaná showcases Samaná as both an essential character in the story and a visual masterpiece for audiences. The film has opened new avenues for highlighting underappreciated destinations, offering a fresh perspective on what the region has to offer.
Grupo Piñero emphasised the importance of using creative industries, like film, to boost tourism sustainably. Their investment in productions like this demonstrates a commitment to showcasing the uniqueness of their destinations while fostering collaboration with the arts.
Experiences Beyond Accommodation
Juan Salas spoke to Grupo Piñero’s dedication to crafting unique guest experiences. The company’s philosophy revolves around creating a harmonious balance between the natural environment, authentic cultural experiences, and luxury accommodation. This approach aims to enrich visitors’ connections to the destinations while contributing to the sustainable development of local communities.
Future Opportunities
Grupo Piñero also highlighted its vision for integrating tourism with other creative sectors. By continuing to support projects that align with their sustainability goals and cultural values, they aim to further strengthen their presence in the tourism industry while bringing international attention to lesser-known destinations.
