Mallorca is committed to film tourism in FITUR

The Mallorca Tourism Foundation of the Council organises, through the Mallorca Film Commission, conferences with experts who lead success stories linked to major audiovisual productions

Leading promoters of film tourism in the international context will meet at FITUR together with the Mallorca Tourism Foundation, through the Mallorca Film Commission (MFC).

This is the first edition of FITUR in which the Council leads the promotion of tourism in the island, after the assumption of powers in this area last November. And it will do so with the help of experts who are turning into tourist experiences some of the great productions of international success, such as Game of Thrones or Breaking Bad, among others.

fiturThe MFC has organised two round tables in Fitur Cine in which, under the title “Around the World in 80 films (and some series)”, the results of strategies linked to the audiovisual product will be defined and analysed in destinations such as Ireland, the United States or New Zealand.
The Regional Minister of Economy, Finance and Tourism of the Council of Mallorca, Cosme Bonet; and the Island’s Director of Tourism, Paula Ginard, will be in charge of presenting the two spaces for debate.

The synergies between the film industry and the tourist industry will have a special role in this edition of the fair, which will have a monographic section, FITUR Cine, organized by Spain Film Commission, in which Mallorca will be present with its own stand. The presentations will be held on 24 January between 10:30 and 14:00 in the Auditorium of FITUR Cine.
At 15:00, at the Illes Balears stand, the speakers will give a press conference.




“An Unexpected Journey for New Zealand”
Dr Stefan Roesch

Film tourism expert Stefan Roesch, Director of FilmQuest.

Since graduating with a PhD in film tourism from the University of Otago, New Zealand, Stefan has advised tourism managers and film commissioners on how to benefit from the promotional effects of film productions. His clients include the Association of Film Commissioners International (AFCI), Czech Tourism, Film London, Failte Ireland (on Star Wars – The Last Jedi), Innovation Norway, the Jordan Tourism Board (The Martian, etc.), Tourism Northern Ireland (Game of Thrones), VisitBritain (Paddington) and VisitDenmark (Trolls).

Stefan recently founded FilmQuest, a film-inspired travel website for fans, featuring the world’s iconic film locations, the best on-site experiences and film tourism-related stories around people and places –
“Game of Thrones- Bridging the fantasy with the reality“

Brian Twomey
Head of Content and Marketing Communications, Tourism Ireland.

Brian has been in his role for 16 years and prior to that worked for Diageo and Unilever in marketing management. For the last 5 years Tourism Ireland has worked closely with HBO in the development and implementation of a series of highly successful global digital campaigns designed to create  a bridge between the fantasy of Game of Thrones and the reality of Northern Ireland as a must visit destination for fans of the show.


“The Bad Tour”

Jesse Herron
Co-Founder Albuquerque Tourism & Sightseeing Factory (AT&SF)
New Mexico, USA

Jesse Herron is one of two directors of the ABQ Trolley Co. which offers a unique ‘Breaking Bad’ location tour through the city of Albuquerque, New Mexico. This premium tour experience includes 4 hours of locations from all 5 seasons of ‘Breaking Bad’, including Walter White’s house, The Car Wash, Saul Goodman’s law office, and Los Pollos Hermanos.
“VisitBritain: Marketing Britain to the world”

Emma Wilkinson
VisitBritain, Great Britain

Based in London, Emma Wilkinson heads up the global brand unit for VisitBritain, the national tourism agency for Britain. Emma leads the global brand programme, has led and developed a global customer segmentation, and oversees all brand partnership activity, including screen tourism. Past campaign successes include Bond, Paddington, Kingsman, and King Arthur.


“How to Capitalize on Film Production in Tourism: Czech Republic Case Study”

Jiri Duzar
Assistant director at CzechTourism USA & Canada, Czech Republic

For more than 5 years, Jiri has been working with CzechTourism, the destination marketing agency of the Czech Republic, on digital and social media campaigns, content creation, and web and mobile apps development. Between 2013 and 2015, Jiri led a project team that stood behind a campaign called “Czech Republic – like a scene from a film” focused on promoting the Czech Republic as a TOP film tourism destination. Currently, he builds and executes digital, influencer and social media strategies in the United States and Canada.


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