SCREEN TOURISM EXPERIENCE PROGRAMME in Spain
SCREEN TOURISM EXPERIENCE PROGRAMME in Spain
Spain Film Commission launches the screen tourism project of the Experiences Programme, an initiative funded by the Ministry of Industry and Tourism – State Secretariat for Tourism (SETUR), with the aim of transforming Spain’s audiovisual heritage into sustainable tourist experiences. Part of the strategic programme of the Spain Screen Grand Tour association, this project seeks to generate economic and cultural impact in the region by connecting visitors with the real settings of iconic audiovisual productions.
The proposal is structured around pilot projects in Formentera, Seville, Galicia and Burgos, which serve as models for developing a unique and pioneering methodology that will help to create innovative tourism products that can be replicated in other destinations.
Here you can find the methodology designed by Spain Film Commission so that any tourism agent from any region of Spain can design and implement their own screen tourism initiatives.
The development of screen tourism experiences is a meticulous process involving different phases and the participation of agents from the audiovisual and tourism sectors.
Here is the methodology developed by Spain Film Commission:
Stage 1: Pre-production
Step 1:
Destination commitment
The destination must actively engage in developing the experience, working hand in hand with the entities responsible for tourism and audiovisual management.
Step 2:
Selection of film production
Identification of the production (film, series, or documentary) that will serve as the basis for the tourist experience.
Step 3:
Delimitation of the territory
Analysis and knowledge of specific locations within the destination (cities, towns, natural parks, etc.) where production took place.
Step 4:
Documentary research
Comprehensive compilation of documentation on production and its relationship with the territory, highlighting anecdotes, historical filming and significant elements such as local participation or crew accommodation.
Step 5:
Collaboration with tourism agents
Establishing relationships from the outset of the process with institutional and tourism stakeholders in the region to ensure the necessary support at each stage of development.
Step 2:
Selection of film production
Identification of the production (film, series, or documentary) that will serve as the basis for the tourist experience.
Step 4:
Documentary research
Comprehensive compilation of documentation on production and its relationship with the territory, highlighting anecdotes, historical filming and significant elements such as local participation or crew accommodation.
Step 6:
Identification of tourism assets
Process of identifying tourist attractions or resources that can enrich the experience, such as monuments, local cuisine, traditions, etc.
Stage 2: Production
Step 1:
Technical design of the prototype
Fieldwork in the region to identify routes and assets that can make tourist experiences relevant and unique.
Co-creation workshop with tourism stakeholders and assets in the region, both institutional and private, to develop potential experiences that could be carried out and that will add greater value to tourism in the region.
Design of the experience, through a technical file of the experiences designed with the key aspects and through a narrative and storytelling that shows what and how it will be communicated to potential travellers.
Step 2:
Proposal and outline of the governance model
Outline which organisation will manage the experience or experiences and keep them alive through a business plan that includes a commercialisation, marketing and communication plan.
Step 3:
Prototype development
Pilot itinerary, i.e. selection of one of the experiences to carry out a pilot project.
Sensory components, such as the identification of music, smells, visual elements, etc., which may form part of the experience.
Technological components, such as the development of an app, a virtual reality resource or an audio guide to promote and communicate the experience.
Training through the preparation of guides and agents active in storytelling and selling the experience.
Implementation of a marketing and communication plan, necessary to ensure the continuity of the development of the experiences.
Implementation of the previously defined governance model.
Step 4:
Testing and validation
Pilot visits with real or fictitious tourists.
Collection of qualitative and quantitative data through surveys, observation and interviews.
Evaluation of the logistical, emotional and economic aspects that
allow the level of immersion and connection with the experiences to be measured.
Definition of success indicators that allow future experiences to be evaluated more accurately.
Step 5:
Iterative improvement
Reinforce what worked well.
Redesign what caused confusion or low participation.
Listen to suggestions from the public.
Validate the scalability and sustainability of the model.
Step 2:
Proposal and outline of the governance model
Outline which organisation will manage the experience or experiences and keep them alive through a business plan that includes a commercialisation, marketing and communication plan.
Step 4:
Testing and validation
Pilot visits with real or fictitious tourists.
Collection of qualitative and quantitative data through surveys, observation and interviews.
Evaluation of the logistical, emotional and economic aspects that
allow the level of immersion and connection with the experiences to be measured.
Definition of success indicators that allow future experiences to be evaluated more accurately.
Step 5:
Iterative improvement
Reinforce what worked well.
Redesign what caused confusion or low participation.
Listen to suggestions from the public.
Validate the scalability and sustainability of the model.
Stage 3: Post-Production
Step 1:
Activation, implementation, and marketing
Seeking partnerships with agencies, operators and production companies.
Experiential marketing plan and promotion of experiences at tourism fairs and film festivals.
Development of a sustainable business model and plan.
Step 2:
Continuous evaluation process to keep the experience up to date, relevant, and profitable in the long term.
Identification of the production (film, series, or documentary) that will serve as the basis for the tourist experience.
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