FITUR Screen 2025 will captivate audiences at the 45th International Tourism Trade Fair in Madrid from January 22 to 26.
This seventh edition, organized by IFEMA MADRID in collaboration with the Spain Film Commission, will explore the growing influence of screen tourism in promoting global destinations.
Screen tourism – the phenomenon of travelers visiting locations featured in films and TV shows – has become a powerful tool for shaping tourism trends. As productions increasingly seek out diverse and picturesque backdrops, countries and cities are leveraging their natural and cultural assets to attract filmmakers and, subsequently, visitors.
FITUR Screen 2025 will expand its international reach, offering new platforms for global destinations to showcase their resources and form partnerships to enhance their visibility in the audiovisual sector. This year, the section will also emphasize Spain’s cultural and natural heritage as a premier filming destination.
A highlight of the event will be the return of the ‘Ambassador of the Year’ and ‘Best Production’ awards, which honor contributions to promoting Spain as a leading film location and recognize outstanding audiovisual productions that enhance the visibility of global tourism.
Throughout the trade fair, FITUR Screen will feature presentations and panels with leaders from both the tourism and audiovisual industries. Experts will share insights into how film productions can drive economic growth, revitalize lesser-known regions, and reshape the global image of destinations.
Visitors will gain a behind-the-scenes look at the economic and cultural impact of film and TV shoots. The event will also spotlight innovative strategies for collaboration between tourism boards and filmmakers, along with technological advancements that are driving the promotion of locations through screen tourism.
Additionally, sustainability and cultural development will be central themes. FITUR Screen aims to highlight how screen tourism can serve as a catalyst for social change, promoting sustainable practices and elevating local communities.
This year’s expanded program underscores the increasing synergy between tourism and the film industry. By attracting professionals from both sectors, FITUR Screen 2025 seeks to explore the future of this dynamic partnership and solidify its role as a key driver of international tourism growth.
