EuroScreen Conference Explores Film Tourism

Last week, representatives from Europe's film and tourism industries met in Malaga for the EuroScreen mid-term conference.
The aim was to discuss collaboration to maximise the economic and creative potential of screen tourism across Europe.
Chaired by Adrian Wootton, CEO of Film London and British Film Commission, delegates at the one-day event were given highlights from the latest EuroScreen report, shared successful case studies and explored best practice.
Adrian Wootton led a discussion on the contribution of screen tourism to local development as well as one exploring its key factors.
Sandie Daw, CEO of Visit Britain, presented a case study on James Bond and Great Britain.
The Heads of Cine Tirol Film Commission in Austria and Andalucía Film Commission in Spain explored Bollywood in Europe.
"EuroScreen aims to exploit the screen sector as a proven catalyst for tourism development through the alignment of policies between the screen and tourism industries," a statement from Film London said.
At the conference, the project issued a mid-term report detailing its research into existing screen tourism practices, and suggesting ways for the industries to work together in future.
The report found evidence of economic benefit provided by tourism as a result of visits to a destination seen on screen.
But it said this is often long-term as screen products have an ongoing effect on the image of the destination.
The report also advocated a policy-led approach to film tourism that feeds in at the point of film production.
It pointed to successful destination marketing projects, such as New Zealand's use of Lord of the Rings to build awareness of the country as a visitor destination.
The report found that the landscape and scenery within a screen product is one of the key factors for generating interest in visiting its location.
Co-financed by the European Regional Development Fund and made possible by the INTERREG IVC programme, EuroScreen is a project specifically designed to capitalise on the major economic and cultural opportunities presented through screen tourism.
The EuroScreen partnership consists of nine organisations across eight different EU regions, including regional development agencies, film commissions and a higher education institution:

• Film London (UK), Lead Partner
• Apulia Film Commission (Italy)
• Bucharest Ilfov Regional Development Agency (Romania)
• Fondazzjoni Temi Zammit (Malta)
• Lund University, Department of Service Management (Sweden)
• Maribor Development Agency (Slovenia)
• Promalaga (Spain)
• Rzeszow Regional Development Agency (Poland)
• Ystad Municipality (Sweden).

www.euroscreen.org.uk
(IT/JP)