Quote from Alex bobby on April 5, 2025, 6:20 AM

Spain Taps Into Film Tourism Boom as Companies Partner With Tour Operators to Attract TV and Cinema Fans

In recent years, Spain has become a rising star on the global stage—not just as a travel destination but as a prominent backdrop for popular international films and TV series. From the dramatic landscapes of Game of Thrones to the iconic scenes of La Casa de Papel, Elite, and Black Mirror, Spain’s cinematic appeal is drawing a new wave of travellers. Now, tourism companies are capitalising on the trend by teaming up with tour operators to create unique experiences tailored to fans of the silver screen.

What began as a niche pursuit for die-hard fans has quickly evolved into a mainstream phenomenon. “Before, it was more like people who were superfans of a movie… but now it’s becoming more and more popular,” explains Diego Santos, professor of tourism at EAE Business School of Madrid. According to Santos, film and television tourism in Spain is growing rapidly as viewers seek deeper connections to the stories and landscapes they love.

A recent report titled Spain of Film: Trends in Cinematographic Tourism confirms this growth. It found that four out of ten travellers cite culture as a major motivation, and one in ten admitted to planning a trip specifically to visit a filming location. Popular destinations include Madrid (28.1%), Almería (22.6%), and Seville (15.3%)—each offering rich cinematic histories and recognisable settings.

This surge in interest has spurred the development of an industry around film tourism. Companies are now working hand-in-hand with tour operators to design immersive experiences that go beyond simply visiting a film location. Aubry Minotti, founder of Lorens, a consulting firm specialising in film tourism, notes, “It’s not just about going to places… it’s about linking cinema to the city’s history.” These experiences often include themed dinners, screenings, costume exhibitions, and even sewing workshops based on characters’ wardrobes.

Ana Alonso, founder of The Travelling Set—Spain’s first film tourism consultancy—emphasises the massive potential of this niche. “With the rise of big streaming platforms like Netflix and their ability to arouse in millions of viewers the interest in landscapes and cultures around the world, the growth potential is huge,” she says. Alonso has already developed cinematic route guides and is actively working to promote sustainable, culturally-rich tourism through film.

Spain is well-positioned to become a global leader in film tourism. Its appeal to filmmakers lies in its reliable climate—short winters, low rainfall, and over 3,000 hours of sunshine in some areas—combined with incredibly diverse geography. The country boasts everything from arid deserts to lush forests and Mediterranean beaches. This diversity made it the perfect location for Sergio Leone’s Spaghetti Westerns in the 1960s and continues to attract major productions today.

To further bolster its role in the film industry, the Spanish government has introduced generous incentives. Since 2020, international productions can receive a 30% tax credit on the first €1 million spent and 25% on the remaining budget. Permits and visa processes have been streamlined, making Spain an attractive, hassle-free choice for filmmakers. According to the Spain Film Commission, these efforts have already resulted in an economic impact of €1.32 billion.

Despite its growing success, Spain still has a long way to go compared to pioneers like the UK. Alonso acknowledges the current limitations: “Compared to the UK… there are still few proposals of this kind in Spain. It’s a bit like at the beginning of wine tourism.” However, this is beginning to change. Spain will host the first European congress on film tourism next month, signaling the country’s commitment to growing this sector.

Film tourism could also offer a much-needed solution to another issue: mass tourism. In recent years, cities like Barcelona have seen protests over the negative impacts of overcrowding and short-term rentals, which have driven up housing prices and disrupted local life. Last summer, frustrated locals even sprayed tourists with water guns. Could film tourism provide a sustainable alternative?

"For us, screen tourism is a new way of doing things, more connected to sustainability," Alonso says. "It's a type of tourism that isn't tied to a specific time of year, like going swimming at the beach is, and it also allows us to redirect traffic to places you never thought you'd visit.”

By encouraging off-season travel and leading visitors to lesser-known locations, film tourism could help distribute tourist traffic more evenly, support local economies, and reduce pressure on oversaturated hotspots. For a country with such a rich cinematic and cultural heritage, Spain’s growing film tourism industry might just be the next big blockbuster—both on screen and off.

Conclusion

Film and television tourism is transforming the way people explore Spain. What started as a niche interest has grown into a dynamic and fast-expanding sector, with companies and tour operators now offering immersive experiences that blend cinema, culture, and travel. As Spain continues to attract international productions with its diverse landscapes and favourable filming incentives, the country is poised to become a leader in screen tourism.

More importantly, this emerging trend presents a sustainable alternative to mass tourism, redirecting visitors to lesser-known destinations and offering year-round appeal. With growing demand and innovative offerings, film tourism isn't just about visiting the set of your favourite show—it's about experiencing the story, the place, and the culture in a whole new way.