MovieTravel’s representatives attended the latest edition of the International Tourism Fair (FITUR) to disseminate the project’s objectives among the tourist agents who participated in the fair, which took place in Madrid (Spain) from 23 to 27 January. The occasion was unprecedented: this year, the fair has devoted one of its monographic sections to movie tourism, the phenomenon in which the MovieTravel project is based. The section, organized by the Spain Film Commission, aims to create strategic alliances between film and tourism industries, as stated by the previous director of FITUR, Ana Larrañaga, in an interview given exclusively to MovieTravel.
«This section confirms the strength of a sector that it is at its best, especially thanks to the rapid acceptance of the consumption of movies and very addictive television series in streaming,» explains the travel journalist Josep Maria Palau, who attended FITUR on behalf of MovieTravel as CEO of the Spanish agency Inmedia Solutions. In the framework of the monographic section, the team of Inmedia shared the keys of MovieTravel as «an interactive, practical and operative solution for the promotion of UNESCO places where films have been filmed» with speakers and assistants.
In addition to a round of contacts with the participants of the section, the spokespeople of the FAMOUS consortium held meetings with several representatives of UNESCO cities and the film commissions (FC) present at the fair. FC of La Rioja, Mallorca, Cáceres and Valencia showed a special interest in the project. According to Josep Maria Palau, it is not surprising that MovieTravel awakens «the interest of the FC, official organisms of promotion of the territory or organizers of film festivals», who have expressed a «clear will to want to be part of it in the short or medium term». As a result of these meetings, some Spanish capitals with UNESCO heritage are being considered for inclusion in the cinematographic routes around Europe in which FAMOUS consortium is currently working.
The world through the camera
MovieTravel’s representatives attended some sessions of the monographic section. They intended to have first-hand knowledge of the performance of agencies and cultural managers from countries where movie tourism is, as well as a phenomenon, a successful model around which the national tourist offer is structured. This is the case of New Zealand, the United Kingdom, Ireland or the Czech Republic. The tourist profitability of The Walking Dead and Star Wars‘ shootings in Georgia and the Canary Islands, respectively, were also exposed as best practice.
The presence of the Spanish Secretary of State for Tourism, Isabel Oliver, showed that the sector’s commitment to film tourism has the Government’s support. In fact, the activity of the Spain Film Commission is part of Shooting Spain, an action plan supported by the Ministry of Culture. This support suggests a strengthening of Spain’s position in the European film industry.