Euroscreen hosts Screen Tourism Experts’ Conference in Malaga

/ Monday, November 18th, 2013 /










The Attraction of Screen Destinations was the latest EuroScreen conference, which took place set in Málaga on the 8 November 2013. The project’s mid-term conference was a great success with more than 200 attendees, a packed programme of noteworthy panellists from across Europe and used to launch EuroScreen’s baseline study.

EvPhoto-151The all-day conference was opened by the CEO of Promalaga, Ignacio Lopez, who highlighted the economic importance of the screen tourism development across the EU high levels of unemployment. Lopez was also joined by Málaga’s Mayoral Representatives of Culture and Finance, Damián Caneda and Maria del Mar Martin, as well as CEO of the Spain Film Commission, Carlos Rosado.



EvPhoto-042Adrian Wootton, Chief Executive of Film London and the British Film Commission, chaired the conference and highlighted screen tourism successes from London and beyond, as well as providing some background of Film London and EuroScreen.





Lena Eskilsson and Maria Månsson from Lund University in Sweden presented the EuroScreen baseline study ‘The Attraction of Screen Destinations’. The report includes the overview of screen tourism in terms of its economic benefits, incentives attracting screen productions, destination marketing and tourist product development along with best practices. Copies of the study were distributed among the conference’s participants.



EvPhoto-078Sandie Dawe, CEO of Visit Britain, showcased the UK’s tourist agency’s film tourism strategy, used to market the UK internationally. She presented in particular the 2012 ‘Bond is GREAT’ campaign, the realisation of British Film Location App and their associated social media campaigns.




EvPhoto-046Akos Szabo, Project Officer at INTERREG IVC Joint Technical Secretariat, gave an overview on the state of play and perspectives of EU Interregional Cooperation Programme in terms of sharing new practices and policies across the EU countries between 2014-2020.




EvPhoto-067Paulino Cuevas, founder of Euromedia Consulting in Málaga (Spain), presented the Smurf Village case study and highlighted the screen tourism effect of The Smurfs, which saw 180,000 visitors seeking out the first World Smurf Village in Júzcar.




EvPhoto-110Bollywood was a focus at the Conference, with Johannes Koeck, Head of Cinetirol, showcasing the significant impact Bollywood productions have had on the region of Tyrol, where visitor figures from the Indian subcontinent have increased from 10,000 to 55,000.




EvPhoto-111Piluca Querol, Film Commissioner of Andalucia contributed her experience on the production of Zindage Na Milegi Dobara.







Michelangelo Messina, Ischia Film Festival Art Director (Italy), presented the impact of screen tourism in Italy and particularly destination marketing campaigns in Ischia.





Cristina Piscitelli, EU Projects Supervisor for Italy’s Apulia Film Commission, showed an overview on the Region’s screen tourism initiatives, such as the ‘We are in Puglia’ promotional campaign and film location exhibitions.





EvPhoto-130Petra Rundqvist, Film-Strategist for Ystad Municipality (Sweden), presented a Wallander case study underlining the huge effects the series has had on the city.  Wallander related tourism activities include location tours and mobile Apps. Ystad Municipality has a strategy in place to support filming and increase related film tourism.



Others panellists included representatives from the Andalucía Film Commission, Malaga Film Office and the Costa del Sol Tourism Board.

It’s now well known that EuroScreen is a project specifically designed to capitalise on the major economic and cultural opportunities presented through screen tourism. The three years project, co-financed by the European Regional Development Fund and made possible by the INTERREG IVC programme, aims to exploit the screen sector as a proven catalyst for tourism development through the alignment of policies between the screen and tourism industries.

Promálaga’s CEO Lopez returned to close the event, which was hailed a success by both panellists and participants, as well as EuroScreen’s European partners.