Filming Locations Turned Travel Destinations: The Rise of Cinematic Tourism
In the thriving landscape of Spain's tourism sector, screen tourism is gaining momentum, with over 42 million international tourists expected in summer 2025[1][3]. This growth, accompanied by increased spending and employment, creates a fertile ground for screen tourism.
Screen tourism, a unique blend of travel and cinematic culture, is supported in Spain through a harmonious mix of public funding, film production incentives, and promotional efforts. The Spanish government, via its agencies like the Instituto de la Cinematografía y de las Artes Audiovisuales (ICAA), regulates public funding for domestic film production, a practice rooted in promoting Spain’s image globally since the 1950s[2].
Public institutions such as the Ministry of Industry and Tourism and regional bodies invest heavily in tourism infrastructure and sustainability, often aligned with cultural and screen-based tourism efforts. For example, investments through NextGen funds (a recovery program) are channelled into improving sites and infrastructure in tourist-heavy regions such as the Balearic Islands[3]. These efforts indirectly support screen tourism by enhancing visitor experiences at filming locations and cultural landmarks related to Spain’s cinematic heritage.
Private entities, including broadcasters like RTVE and Atresmedia, participate by pre-financing film productions, which helps create content that can spark screen tourism. The synergy between film production and tourism promotion remains central, with Spanish films and TV shows often featuring picturesque locations that attract tourists.
Great Britain serves as a reference for screen tourism, offering visits to locations from shows like Harry Potter, The Crown, and Outlander. Spain, with its climate, tax advantages, and extensive natural and historical heritage, has several elements to develop screen tourism.
However, there is a lack of statistical information on screen tourism at the national level in Spain. One in four people has practiced screen tourism outside of Spain[4], and almost 40% of Spaniards are willing to visit a filming location[5]. The current offer in Spain for screen tourism is "very basic" and mainly focuses on visiting the set[6].
To address this gap, regional initiatives are being launched. For instance, Castilla-La Mancha is presenting a project at Fitur to promote the region through six cinematographic and televisual routes, including Money Heist, Game of Thrones, and The Skin I Live In[7]. Castilla y León is promoting routes directed by Carlos Saura through castles and monasteries in Segovia, Burgos, and Zamora where films like The Garden of Delights were shot[8].
In the coming years, we are likely to witness significant changes in the promotion of screen tourism by public and private agents, as predicted by the founder of The Travelling Set[9]. The screen tourism market could exceed 122,000 million euros globally by 2032, with an annual growth rate of 6.8%[10].
Screen tourism goes beyond cinematic tourism, including TV shows, video games, and advertisements[11]. Alba, who visited Iceland in 2023 to explore its locations from Game of Thrones, plans to repeat the experience with Turkish series in Istanbul[12]. Madrid offers a tour of the city following some films by Pedro Almodóvar[13], while the Barcelona Film Commission and Vitoria Film Office are examples of entities that seek to attract national and international film shoots, playing a key role in screen tourism[14].
In conclusion, screen tourism in Spain is being nurtured as part of a wider strategic blend of cultural promotion, infrastructure investment, and quality tourism growth led by public and private partnerships. As more initiatives like those in Castilla-La Mancha and Castilla y León emerge, Spain is poised to become a significant player in the global screen tourism market.
[1] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [2] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [3] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [4] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [5] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [6] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [7] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [8] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [9] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [10] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [11] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [12] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [13] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html [14] https://www.elpais.com/elpais/2023/02/23/inenglish/1677165258_456937.html
The average Spanish tourist shows a growing interest in visiting filming locations, with nearly 40% willing to do so[5]. The Spanish government aims to promote screen tourism by enhancing visitor experiences at cinematic heritage sites, aligning efforts with cultural and tourism initiatives[6]. Furthermore, like Great Britain, Spain can leverage its movie and TV productions, such as Money Heist and Pedro Almodóvar's films, to encourage tourists to explore its rich cinematic landscape[13].
