FITUR Screen 2026 Becomes The International Stage For Film, Media, And Tourism Collaboration Uniting Experts To Drive The Future Of Travel

Published on December 9, 2025

FITUR Screen 2026 is set to become a groundbreaking event that brings together the worlds of film, media, and tourism in a powerful collaboration. Taking place during the prestigious FITUR International Tourism Trade Fair, this dedicated segment will unite industry leaders, experts, and visionaries to shape the future of travel. By showcasing the evolving role of audiovisual content in promoting global destinations, FITUR Screen will highlight the growing influence of films and media in tourism marketing. As a pivotal platform for cross-industry dialogue, it promises to drive innovation and set the stage for the next era of travel promotion.

FITUR Screen: A Powerful Bridge Between Tourism and the Audiovisual Industry at FITUR 2026

FITUR Screen, a dedicated section organized by FITUR in collaboration with the Spain Film Commission, is set to return for its eighth edition during the International Tourism Trade Fair, scheduled to take place from 21 to 25 January 2026 at IFEMA MADRID. This special segment, focused on screen tourism, is aimed at strengthening the connection between the tourism and audiovisual sectors. It highlights how on-screen content has emerged as a powerful tool in promoting destinations worldwide, offering a unique and innovative way for tourism destinations to attract visitors.

As the world continues to embrace the power of visual storytelling, FITUR Screen aims to enhance the visibility of tourism destinations through the lens of the film and media industries. Over the years, the integration of audiovisual content into tourism marketing strategies has proven to be an invaluable asset in enticing travelers, and FITUR Screen is at the forefront of this movement. By hosting a program dedicated entirely to screen tourism, the event brings together tourism professionals, film commissions, and audiovisual experts to explore the ever-growing role of films, TV series, and other audiovisual productions in shaping travel trends.

The FITUR Screen Program: A Comprehensive Exploration of Screen Tourism

This year, FITUR Screen will feature a packed program running from 21 to 23 January 2026, within Hall 10 of IFEMA MADRID. It is expected to showcase a diverse array of presentations, panel discussions, workshops, and networking opportunities for professionals in the tourism and audiovisual industries. The fair will offer a unique platform for film commissions, tourism boards, destination marketers, and content creators to engage with one another and explore ways to enhance their collaboration. The program, part of the Spain Film Commission’s Experiences Programme, is aligned with the Ministry of Industry and Tourism’s goal of promoting innovative and sustainable tourism products. These products, derived from audiovisual works, aim to provide travelers with more immersive and authentic experiences in destinations that have been showcased on screen.

The Experiences Programme will be a central feature of the FITUR Screen exhibition. This initiative not only seeks to spotlight locations featured in films and TV series but also promotes sustainable tourism practices that benefit local communities. By emphasizing destinations that have featured prominently in international audiovisual productions, FITUR Screen helps tourism businesses capitalize on the growing trend of ‘screen tourism,’ where travelers are inspired to visit locations because they’ve seen them in popular media. With the power of storytelling, audiovisual productions have the ability to turn a destination into a global sensation, making previously unknown places highly desirable for travelers.

Celebrating Creativity and Innovation with the Best Screen Tourism Experience Award

In addition to the professional program, FITUR Screen will highlight the role of audiovisual content in shaping tourism with its prestigious awards ceremony. This year, the fair introduces a new award: the Best Screen Tourism Experience Award. This category will recognize the most outstanding screen tourism initiatives that combine creativity, innovation, and sustainability. The award will honor projects that have created memorable and engaging tourism experiences, blending film locations with authentic cultural engagement.

The Best Screen Tourism Experience Award is expected to inspire tourism professionals to think outside the box when it comes to marketing their destinations. It will highlight the importance of using media not just for promotional purposes but to create genuine connections with travelers, helping them experience destinations in a way that goes beyond traditional tourism. The award also reinforces the increasing recognition of screen tourism as a driving force in modern tourism development.

In addition to the new category, FITUR Screen will continue to honor established awards such as the Best Production Award. This prestigious accolade will recognize outstanding audiovisual productions that have successfully showcased Spain as an audiovisual destination. Past winners have included films and series that have had a significant impact on promoting Spain’s diverse regions to an international audience. The Ambassadors of the Year Award will also be presented, celebrating individuals whose contributions have notably boosted Spain’s cultural presence on the global stage.

A Future of Growth and Collaboration Between Tourism and the Audiovisual Sector

With the eighth edition of FITUR Screen, the event seeks to further explore the symbiotic relationship between the tourism and audiovisual industries. As the world of screen tourism continues to evolve, FITUR Screen plays a key role in fostering collaborations that drive both economic growth and cultural exchange. By bringing together professionals from both industries, the fair provides a space where innovative strategies and best practices can be shared. The continued success of screen tourism initiatives at FITUR Screen reflects the growing understanding that audiovisual content can serve as a bridge that connects destinations to audiences across the globe.

Through these efforts, FITUR Screen hopes to inspire more destinations to leverage the power of films, TV series, and other audiovisual content to create lasting impressions and drive sustainable tourism growth. By focusing on creativity, sustainability, and collaboration, the fair provides a roadmap for how tourism and audiovisual industries can work together to build stronger, more vibrant economies.

FITUR Screen 2026 will serve as a key international platform uniting experts from film, media, and tourism. Set within the FITUR International Tourism Trade Fair, it will showcase how audiovisual content shapes global travel promotion. This collaboration aims to drive innovation and redefine the future of tourism marketing.

In the coming years, as audiovisual content continues to play an ever more central role in shaping tourism trends, FITUR Screen’s role in fostering this partnership will only become more vital. It is an event that not only celebrates the intersection of two influential industries but also sets the stage for a future where screen tourism continues to inspire and engage travelers worldwide.