Programme

Visiting the locations of Spanish Affair, attending a themed Game of Thrones event, going to a short film festival, enjoying a western theme park, following in the footsteps of our favorite directors or actors… These are just some of the reasons why today’s viewers become tomorrow’s travelers. We kick off the congress by talking about the present and future of screen tourism.

Speaker:
Ana Alonso (The Travelling Set)

Did you know that film commissions are largely responsible for turning our country into one big outdoor film set? Their work has a significant economic impact on the territories, beyond tourism. The Bilbao Provincial Council is committed to making the province a powerful generator of wealth around this industry, with the Bilbao Film Commission at the forefront. Likewise, the Madrid Film Office will share how it manages the countless productions taking place in the city and the tourism value they bring. All these issues will be addressed with the help of an exceptional moderator, the Director of the Valladolid Fair, which hosts both a tourism and a film location trade event each year.

Speakers:
Agustín Atxa (Bilbao-Bizkaia FC)
Víctor Aertsen (Madrid FO)

Moderator:
Alberto Alonso (Valladolid Fair)

Screen tourism goes beyond visiting a location. It’s an experience that connects directly with the culture of the places where films, series, and documentaries are made. Through our favorite stories, we connect with the way of life in certain destinations, and when we get there, it’s essential to engage with them responsibly. This session will explore how screen tourism contributes to sustainability and how the host destinations of this first edition are fully aligned with this philosophy.

Speaker:
Mercedes Rodríguez (Bilbao Tourism)

Moderator:
Aubry Minotti (Lorens)

The UK has long seduced us with cinematic-themed vacations. From Harry Potter to Peaky Blinders, from Bridget Jones to Bridgerton… At SET Congress, you’ll meet the director of the visitor museum that served as the Peaky Blinders filming location (both series and movie), and a British company fully specialized in tours across the country based on successful films and shows. Our guests will share their views on global screen tourism to get you itching to pack your bags.

Speakers:
David Middlemiss (Black Country Living Museum)
Fiona Johnston (Britmovietrips)

Moderator:
Ana Alonso (The Travelling Set)

There are more screen tourists in Spain than we might think—some may not even know they are. The Screen Tourism Experience Monitor, developed by Vivential Value, helps us understand how travelers perceive these kinds of attractions. Listening to their feedback offers insights into how they experience places like Zafra Castle (Game of Thrones) or the Hermitage of San Telmo (Spanish Affair), among others.

Speaker:
Rafael González (Vivential Value)

SET Congress embraces the concept of “Screen in Emotional Tourism” because in tourism, we’ve moved beyond simply offering experiences—we now seek to connect with visitors’ emotions. The company Lorens has developed an offering that does just that, and it’s already operating in several locations in Spain and France. Once you hear about these visits, you’ll be eager to take part.

Speaker:
Aubry Minotti (Lorens)

Experience providers, tour guides, and travel review experts are the best voices to understand the current state of supply and demand in this niche market. Three top-tier speakers will share their views on whether screen tourism is here to stay or just a passing trend.

Speakers:
Rafael González (Vivential Value)
Aubry Minotti (Lorens)
Patricia Loro (CEFAPIT)

Moderator:
Rodrigo Martín (Grupo Ideapublicidad)

From the final scene of the most iconic spaghetti western to the massive Game of Thrones fanbase, from Alien lovers to sci-fi enthusiasts, SET Congress shines a light on experiences that connect deeply with emotions. Our guests will discuss projects that are becoming pilgrimage sites for curious travelers.

Speakers:
Amparo Fernández (City Council of Cáceres)
Sergio García (Sad Hill Cultural Association)
Luis Escribano (Alien Museum)

Moderator:
Aubry Minotti (Lorens)

Spain is a tourism powerhouse, one of the most-used filming locations globally, and a major exporter of audiovisual content via platforms. Some regions have already identified screen tourism as a valuable niche market. Castilla-La Mancha is one such place, offering something for film buffs and curious travelers alike. Its landscapes have hosted Conan the Barbarian and Money Heist, and it boasts the legacies of Almodóvar and Cuerda. Castilla y León, with its rich heritage, is also using its film legacy to enhance its appeal. This panel will show how cinema can help us rediscover our destinations.

Speakers:
Ilona Shekyants Kazaryan (Secretary of State for Tourism)
Patricia Pérez de Castro (Eturia Castilla-La Mancha)
Fernando de Patrocinio Rodríguez (Castilla y León Government) 

Moderator:
Ana Alonso (The Travelling Set)

Screen tourism is more than just location tours. There are experiences that capture the magic of cinema in other ways–film festivals, especially those focused on mountain and adventure genres, are one example. Likewise, there are festivals that, due to their atmosphere and staging, become an unmissable annual event for many (and not just for fans of fantasy films 😉)To close the first SET Congress, we’ll hear about what’s coming at the next edition of the Mendi Film Festival and the Sitges Film Festival.

Speaker:
Jabier Baraiazarra (Mendi Film Festival)
Mònica García (Sitges Foundation – International Fantastic Film Festival)

Moderator:
Ana Alonso (The Travelling Set)

We may still be few, but there are many professionals working hard to make screen tourism an increasingly relevant sector. These awards already have a name, and by the end of the congress, attendees of the first SET Congress could also win a prize. Will you stay till the end?