The APCP attended the presentation of the report ‘Screen Tourism in Madrid. An approach to the keys to a sub-segment of the future’.
According to councillor Almudena Maíllo, the city is a privileged setting for storytelling and attracting visitors. With more than 100 million travellers influenced annually by what they see on screens, this trend represents a strategic opportunity for Madrid.
The report, produced by the Autonomous and Carlos III universities together with the National Observatory of Outbound Tourism (ObservaTUR) and sponsored by the Madrid Film Office, highlights the alliance between the audiovisual and tourism worlds with strengths such as the diversity of Madrid’s landscapes and the rise of streaming platforms. The conclusions point to the need for sustainability, collaboration between sectors, and strategic management of locations.
The study highlights that part of the 10.5 million visitors to Madrid are motivated by the image that has been projected of the destination through the audiovisual industry. The report seeks to explore in depth a recent but constantly expanding form of tourism, which, according to the World Tourism Organisation (UNWTO), attracts around 100 million people worldwide every year. This phenomenon responds, to a large extent, to the growing diffusion of global content and the trend towards cultural integration. Moreover, the consolidation of a travel culture and the impact of the restrictions imposed during the pandemic have made audiovisual content one of the main sources of inspiration for tourists, as supported by the studies cited above.
During a round table discussion, led by Raúl Torquemada and comprising Amaya Muruzabal, Purificación González, José Luis Méndez and Javier Garrido, representatives of the audiovisual sector and tourism experts agreed that audiovisuals not only promote destinations, but also transform experiences.
Madrid is committed to becoming a city where every corner tells a story, inviting both visitors and its own citizens to rediscover it through the screen.
