FITUR Screen Returns for Eighth Edition at IFEMA Madrid Showcasing How Screen Tourism Drives Destination Promotion and Economic Growth

FITUR Screen, the dedicated section of the International Tourism Fair organized in collaboration with the Spain Film Commission, is set to celebrate its eighth edition at IFEMA Madrid from January 21 to 25, 2026. This initiative continues to strengthen the dynamic connection between the audiovisual sector and tourism, showcasing how film, television, and other screen content have evolved into strategic tools for promoting destinations on a global scale.

Over the years, screen tourism has emerged as a crucial intersection of storytelling and travel, demonstrating the power of audiovisual media to influence travel choices. According to data from the Screen Tourism Observatory, approximately four out of ten international visitors to Spain discover destinations through films, series, or documentaries. These insights underline how cinematic and television narratives can ignite curiosity, creating the first point of engagement between audiences and specific locations.

During the professional segment of FITUR, from January 21 to 23, Pavilion 10 will host a rich program of activities tailored to industry professionals. Tourism operators, film commission representatives, audiovisual creators, and destination managers will gather to explore collaborative opportunities, share best practices, and develop initiatives that leverage screen content to enhance tourism appeal. This professional environment fosters networking and knowledge exchange, reinforcing the strategic role of screen tourism in the Spanish tourism ecosystem.

Diverse Program of Presentations and Initiatives

The eighth edition of FITUR Screen promises a comprehensive program of presentations and professional activities, focusing on the Spain Film Commission’s Experiences Program. Supported by the Ministry of Industry and Tourism through the State Secretariat for Tourism (SETUR), this program encourages the creation of innovative, sustainable tourism products inspired by film and television locations.

The exhibition area of FITUR Screen will spotlight the diversity and creative potential of the Experiences Program initiatives. By presenting immersive and sustainable projects, the section demonstrates how audiovisual content can generate tangible economic value, enrich local tourism offerings, and strengthen destination branding. From interactive experiences to guided tours of iconic filming sites, these initiatives showcase Spain’s cultural richness while encouraging travelers to engage with destinations in unique and meaningful ways.

Introducing the Best Screen Tourism Experience Award

In 2026, FITUR Screen will introduce the Best Screen Tourism Experience Award, celebrating initiatives that exemplify creativity, sustainability, and innovation in developing screen-based tourism experiences. This addition highlights the growing importance of integrating environmental and cultural awareness into tourism initiatives, while also rewarding projects that elevate the visitor experience.

The event will continue to present its established awards, including Best Production, which recognizes audiovisual projects that significantly promote Spain as a filming destination, and Ambassadors of the Year, honoring individuals whose work contributes substantially to the international projection of the Spanish film and tourism industries. These recognitions emphasize the collaborative efforts between filmmakers, tourism boards, and local communities, reinforcing the economic and cultural impact of screen tourism.

Expanding Opportunities at the Intersection of Tourism and Audiovisual Media

With its eighth edition, FITUR Screen aims to expand the possibilities generated by the union of tourism and the audiovisual world. By encouraging innovative approaches, supporting sustainable practices, and highlighting exemplary initiatives, the section seeks to generate economic activity, boost international visibility for Spanish destinations, and create social value within local territories.

As screen tourism continues to gain prominence globally, FITUR Screen serves as a vital platform where creativity, strategy, and tourism converge. From fostering professional collaboration to showcasing immersive experiences that captivate travelers, the event underscores the potential of audiovisual media to transform destinations into sought-after experiences for visitors from around the world.

The 2026 edition promises to be a landmark moment for the sector, reinforcing Spain’s reputation as a leading destination not only for its cultural and natural attractions but also as a hub for innovative and sustainable screen tourism initiatives.

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