Spain has a significant history as a movie settingsometimes with more glamorous glitz than our own national cinematography. The natural landscapes and the diversity of ecosystems create a western desert in Almería that, in the north, approaches the Nordic air landscapes (but without bad weather) of a sword and sorcery production. But with the arrival of streaming (and the international reach of the Spanish series), Spain is beginning to shape itself as a perfect destination for travelers with audiovisual culture.
Booming phenomenon. 44% of foreign visitors discover and choose destinations in the country after seeing them in audiovisual productions. It is data provided by The Screen Tourism Observatorywhich speaks of this type of travel as one of the tourism segments with the greatest projection in 2025. This type of tourism moves 40 million international travelers each year worldwide, and Spain is benefiting from it.
How it works. According to comments Carlos Rosado, president of the Spain Film Commission, where the public filming offices in Spain are grouped, a film or series acts on the viewer like a virtual brochure, with different advantages over traditional tourist advertising: it is longer in time, reaches more people and creates emotional ties. Spectators become potential tourists thanks to the places in the north of the peninsula that, for example, are seen in ‘Game of Thrones’.
Perfect scenario. Spain became a relevant Hollywood set in the 1950s, when the major studios discovered its advantages for filming: diverse landscapes and costs up to 50% cheaper than in the United States. From that time come films such as ‘El Cid’, ‘Lawrence of Arabia’ and, without leaving Europe, the more than 300 films that the Eurowestern factotums filmed in the desert of Tabernasin Almeria. The difference with the present is that those super-productions did not generate tourist flows. But now yes: for example, from the fifth season of ‘Game of Thrones‘, when HBO filmed in the Alcázar of Seville, Girona and other Spanish locationstourism in Seville increased by 25% and in Osuna by 75%. And San Juan de Gaztelugatxe became the second tourist focus in the Basque Country after the Guggenheim.
By countries. In the aforementioned study by the Screen Tourism Observatory, carried out with thousands of surveys and an exhaustive compilation of online opinions, we discovered that Germans lead this type of tourism, with 53% having visited Spain after seeing it in audiovisual productions. Italy follows with 46% and the United States with 45%. Among them, half opt for self-guided routes and not organized trips. He is “an autonomous, curious and digitally informed screen tourist, who prefers to design his own experience rather than contracting closed products.”
Go to more. Along these lines, the Spain Film Commission itself has launched the Experiences programa project financed by the Secretary of State for Tourism, which wants to transform Spanish audiovisual heritage into sustainable tourist experiences. The proposal will have pilot experiences in Formentera, Seville, Galicia and Burgos that will serve as a model to develop a methodology that will be repeated in other areas of Spain. On the horizon, phenomena such as New Zealand, a benchmark after ‘The Lord of the Rings‘, and who experienced a 40% increase in tourism between 2000 and 2004. Very attractive figures that we will try to replicate with all these proposals.
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