Spain Film Commission Launches New Film Locations-Centric Tourism Strategy

The Spain Film Commission has launched an ambitious new initiative designed to transform iconic filming sites across Spain into innovative, sustainable tourism offerings. This initiative, rolled out under the “Experiencias” Program and backed by the Ministry of Industry and Tourism – State Secretariat for Tourism (SETUR), is an integral part of the Spain Screen Grand Tour and is supported by European Union Next Generation funding.

The announcement took place during the ongoing San Sebastián International Film Festival, where Juan Manuel Guimeráns, president of the Spain Film Commission, outlined the initiative’s goals and the collaborative efforts that have taken place over the past months. “We have established a clear and standardized framework, recognized by both the tourism and audiovisual sectors, to be implemented across Spain,” he commented.

Guimeráns emphasized the essential role of public-private partnerships in realizing transformative and cross-sector projects like this. “Spain boasts one of the world’s leading tourism sectors along with a globally competitive audiovisual industry. Uniting these two powerful forces was a logical step toward reimagining how visitors experience our country,” he remarked.

Pilot Programs Across Diverse Regions

To refine and validate this methodology, the initiative executed four pilot programs in carefully selected locations, each representing a distinct type of destination:

These pilots engaged local tourism professionals, public institutions, and members of the audiovisual industry to collaboratively develop screen tourism experiences inspired by well-known films and television shows.

In Formentera, the initiative centered around Julio Medem’s film “Sex and Lucía,” promoting off-season tourism and offering visitors unique experiences linked to the film’s storyline and stunning landscapes. In Burgos, tourism offerings drew inspiration from the legendary film “The Good, the Bad and the Ugly,” focusing on its cultural impact in the area. Galicia tapped into the popularity of Bambú Producciones’ TV series “Fariña,” based on journalist Nacho Carretero’s acclaimed book. Meanwhile, Seville utilized the exciting opportunity of designing tourism experiences around a project currently in production, highlighting the potential for engagement before its release.

Iñaki Gaztelumendi, the screen tourism expert spearheading the initiative, shared the new methodology during the presentation. All project materials and toolkits are now publicly accessible on the Spain Film Commission’s website, allowing other regions to adopt and customize the model for their local contexts.

Widespread Collaboration Across Sectors and Territories

This initiative was made possible through extensive collaboration between various public and private partners. The Spain Film Commission partnered with TBS (Tech Brands Stories), Telefónica’s creative production agency, as well as communication consultancy firm Thinking Heads and tourism consultancy Verne.

Institutional support was provided by a wide network of regional and local stakeholders, including the film commissions of Burgos, Galicia, Balearic Islands, and Seville Film & Events, the official film office of the Seville City Council.

Each workshop emphasized collaborative engagement, bringing together technical experts, local authorities, hospitality professionals, and cultural organizations to ensure a comprehensive and locally relevant approach.

From Viewer to Protagonist

A significant highlight of the event was the roundtable discussion titled “From Viewer to Protagonist,” which delved into the connections between storytelling, place-making, and tourism from the perspectives of industry experts.

The panel featured prominent figures such as Esperanza Ibáñez, Director of Public Policy at Netflix for Spain and Portugal; Raúl Izquierdo, Director of TBS at Telefónica Group; Medem; Raquel Puente, coordinator of the Burgos Film Commission; and Carretero, author of “Fariña.”

“At Netflix, we witness firsthand how stories can transcend borders. A single series can elevate a previously obscure town into the spotlight. Supporting the ‘Experiencias’ Program signifies our belief in culture as a vital catalyst for local economic growth,” stated Ibáñez.

Izquierdo, who oversaw the project’s audiovisual content creation, highlighted the importance of enhancing awareness of these types of initiatives both nationally and globally. “It was crucial for us to evolve beyond traditional production methods and to create something that genuinely embodies the value of these tourist experiences,” he affirmed.