FITUR Screen 2026 will connect the tourism and audiovisual industries through screen tourism

FITUR Screen, the section organized by FITUR in conjunction with the Spain Film Commission dedicated to screen tourism, will celebrate its eighth edition at the International Tourism Fair, taking place from January 21 to 25, 2026, at IFEMA Madrid. The section returns with the aim of strengthening the relationship between the audiovisual industry and the tourism sector, demonstrating that screen content has become a strategic resource for the international promotion of destinations.

During the professional days of the Fair, from January 21 to 23, FITUR Screen will develop its professional program in Pavilion 10 of the Fairgrounds, where tourism professionals, film commission and film office managers, as well as representatives of the audiovisual field will meet.

In recent years, the screen has become a meeting point between the audiovisual industry and the tourism sector. According to the Screen Tourism Observatory, four out of ten foreign travelers have discovered a place in Spain thanks to an audiovisual production. Thus, current data underscores how the stories and settings that reach the viewer can become a first point of contact, sparking interest in a destination.

FITUR Screen: program preview

This year, FITUR Screen will feature a wide and varied program of presentations and professional activities centered around the Spain Film Commission's Experiences Program. 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 film and television locations.

In this way, the exhibition area of ​​the section will be especially dedicated to showing the diversity and potential of the initiatives proposed in the Experiences Program, highlighting their ability to generate value in the territories and enrich the Spanish tourism offer.

Award for Best Screen Tourism Experience

FITUR Screen will highlight the strategic role of the film industry as a driver of cultural, economic, and tourism development through its renowned awards. New this year is the Best Screen Tourism Experience Award, which will recognize exemplary initiatives that integrate creativity, sustainability, and innovation in the creation of screen tourism experiences.

Alongside this new award, the section's usual recognitions will also be presented: Best Production, which highlights filming with a special impact on promoting Spain as an audiovisual destination, and Ambassadors of the Year, for which different personalities whose work contributes significantly to the international projection of the Spanish industry are eligible.

With a new edition, FITUR Screen will expand the opportunities arising from the connection between tourism and audiovisual media, in order to find dynamics that generate economic activity, strengthen the projection of destinations and contribute social value to the territories.

Source: FITUR.