Organised by FITUR in collaboration with the Spain Film Commission, it will be focusing on the Spain Film Commission’s Experiences Programme and will include for the first time the Best Screen Tourism Experience Award.
FITUR Screen, the section organised by FITUR together with the Spain Film Commission dedicated to screen tourism, will be holding its eighth edition within the framework of the International Tourism Trade Fair, which is taking place from 21 to 25 January 2026 at IFEMA MADRID. The section returns for yet another edition with the aim of bringing the relationship between the audiovisual industry and the tourism industry closer, demonstrating that on-screen content has become a strategic resource for the international projection of destinations.
Over the course of the trade fair’s professional days, from 21 to 23 January, FITUR Screen is hosting its professional programme in Hall 10, where tourism professionals, film commissions and film offices, as well as representatives from the audiovisual sector will congregate.
In recent years, the screen has become a meeting point between the audiovisual industry and the tourism industry. According to the Spanish Screen Tourism Observatory, four out of ten foreign travellers have discovered a place in Spain thanks to an audiovisual production. In this way, current data underline how stories and scenarios that reach the viewer can become a first contact to spark interest in a destination.
FITUR Screen: programme preview
At this year’s edition, FITUR Screen will be featuring a wide and varied range of presentations and professional activities that will revolve around the Spain Film Commission’s Experiences Programme. This strategic initiative, funded by the Ministry of Industry and Tourism – State Secretariat for Tourism (SETUR), aims to promote innovative and sustainable tourism products based on audiovisual locations.
In this way, the exhibition area of the section will be especially dedicated to showcasing the diversity and potential of the initiatives proposed in the Experiences Programme, highlighting their capacity to generate value in the territories and enrich the Spanish tourism offer.
Best Screen Tourism Experience Award
FITUR Screen will be highlighting the strategic role of the film industry as a driver of cultural, economic and tourism development through its renowned awards. As a new feature, this year the section will also include the Award for the Best Screen Tourism Experience, which will recognise exemplary initiatives that integrate creativity, sustainability and innovation in the creation of screen tourism experiences.
Alongside this new award, the section’s usual awards will also be presented: Best Production, which highlights films with a special impact on the promotion of Spain as an audiovisual destination and Ambassadors of the Year, which is awarded to different the personalities whose work contributes significantly to the international projection of the Spanish industry.
With a new edition, FITUR Screen will be expanding the opportunities that arise from the connection between tourism and audiovisuals, in order to find dynamics that generate economic activity, strengthen the projection of destinations and bring social value to the territories.
