FITUR Screen 2026: Celebrating the Intersection of Tourism and Film in Spain’s Top Locations, Here’s All You Need to Know

Published on December 9, 2025

One of the most notable events in the travel industry is the FITUR Screen 2026, Jan 21-25, 2026, at IFEMA Madrid. The event covers tourism and travel and weaves in trade offers from the Cinema and TV trade shows, Strengthening tourism and screen tourism in Spain, the 8th screen tourism fair will show how movies and TV docs promote tourism and how Spain became the leading screen tourism fair and tourism in Spain.

FITUR Screen 2026: Bridging Tourism and Audiovisual Sectors

As screen tourism continues to grow in prominence, FITUR Screen 2026 will focus on how the intersection of the tourism industry and audiovisual content can drive destination visibility and tourism demand. Organized in collaboration with the Spain Film Commission, FITUR Screen serves as an essential platform for fostering collaboration between film commissions, tourism professionals, and stakeholders in the audiovisual sector.

The event will bring together film offices, production companies, and tourism experts to discuss how locations featured in audiovisual productions serve as magnets for travelers. A report by the Spanish Screen Tourism Observatory reveals that four out of ten international travelers have discovered destinations in Spain thanks to films and TV series. This insight emphasizes how screen tourism has become a crucial tool for increasing travel demand and promoting lesser-known regions and cities.

Experiences Programme: Catalyzing Destination Visibility and Sustainable Tourism

The highlight of the 2026 edition will be the Experiences Programme. This initiative, supported by the Ministry of Industry and Tourism and the State Secretariat for Tourism (SETUR), aims to create innovative and sustainable tourism products inspired by audiovisual locations. FITUR Screen will present a series of presentations and professional activities focusing on how audiovisual content can spark creative tourism experiences.

The Experiences Programme is designed to inspire local communities to develop tourism offerings that reflect the places seen in films and television shows. For example, regions in Spain that have been featured in popular movies or series could craft unique travel experiences, offering tourists the opportunity to explore these settings up close and enjoy immersive activities. These types of tourism initiatives not only enhance the visitor experience but also create a positive economic impact by supporting local businesses and communities.

In addition, the exhibition area at FITUR Screen will provide an opportunity to showcase the diverse range of projects born from this initiative. By presenting these audiovisual-inspired tourism experiences, FITUR Screen will highlight how screen tourism can help diversify the tourism offer, make destinations more attractive to tourists, and ultimately create long-lasting social and economic benefits for local communities.

New Award for Best Screen Tourism Experience

In 2026, a new and exciting feature will be the introduction of the Best Screen Tourism Experience Award. This award will celebrate the most exceptional screen tourism initiatives that combine creativity, sustainability, and innovation. The recognition will aim to honor projects that seamlessly integrate audiovisual content with tourism offerings, creating unique, sustainable, and impactful travel experiences.

The introduction of this award aligns with the broader goal of FITUR Screen to elevate sustainable tourism practices. As the demand for eco-friendly travel continues to grow, it is vital for the tourism sector to develop experiences that not only promote destinations but also contribute to the long-term preservation of these locations. The Best Screen Tourism Experience Award will highlight the importance of balancing economic development with environmental sustainability, ensuring that destinations remain attractive to tourists without compromising their cultural and natural integrity.

Established Awards: Recognizing Excellence in Screen Tourism

In addition to the Best Screen Tourism Experience Award, FITUR Screen will continue to honor achievements in other key areas of screen tourism. These include the Best Production Award, which will recognize productions that have significantly contributed to Spain’s visibility as a global audiovisual destination. This award will celebrate film, television, and streaming productions that have not only showcased Spanish locations but have also brought significant attention to the country’s tourism appeal.

The Ambassadors of the Year Award will also be presented to individuals who have made significant contributions to the international promotion of the Spanish audiovisual industry. These honorees may include directors, producers, actors, or other key figures who have worked to elevate Spain’s status in the global entertainment industry, making the country a top destination for both tourists and film productions.

The Growing Impact of Screen Tourism on Global Travel

The importance of screen tourism in shaping global travel patterns cannot be overstated. As films and TV shows continue to dominate global culture, more and more tourists are choosing to visit destinations featured on screen. From Scotland’s Highlands showcased in Outlander to the beaches of New Zealand made famous by The Lord of the Rings, destinations that are prominently featured in film and television often see a surge in tourism, sometimes even leading to the creation of dedicated film tourism tours.

Spain is no exception. Its unique landscapes and vibrant cities have been the backdrop for many popular films and series, making it one of the top destinations for screen tourism. By hosting FITUR Screen, Spain is positioning itself as a key player in this growing sector, where the lines between cinema and travel increasingly blur.

At FITUR Screen, professionals in both the tourism and audiovisual sectors will have the opportunity to forge partnerships and discuss trends that will shape the future of tourism. The event provides a platform for film commissions, local governments, and tourism organizations to collaborate on creating tourism products that are inspired by popular films and series, leading to sustainable and innovative experiences for visitors.

The Economic and Social Value of Screen Tourism

Screen tourism offers not just economic benefits but also significant social value. By promoting lesser-known areas and introducing them to global audiences through film, these regions often experience increased visitor numbers, which translates to more jobs and local business growth. Moreover, the positive publicity generated by audiovisual content helps communities establish their brand identity, making them more attractive to international tourists in the long run.

For Spain, FITUR Screen 2026 will continue to be a crucial event in promoting screen tourism, helping to strengthen the tourism industry, enhance destination branding, and foster collaborations that create lasting value for the local communities that host these film and television productions.

The Future of Screen Tourism at FITUR Screen 2026

The transformation of destinations and the visibility of tourist hotspots catered to by screen tourism continues to bring value and potential to the industry. FITUR Screen will show this value in 2026 and demonstrate the collab potential in the tourism and audio-visual industries. Travelers can enjoy destinations through the favorites in their film and television. Travel will also embrace innovation and sustainability and screen tourism will bring value to this in future.