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Showcase set for international screen tourism conference

Date posted: 16.07.2019

Experts from across Europe will meet to explore the intersecting worlds of film, television and tourism on 29 November 2019 at Seen on Screen, the UK’s leading international screen tourism conference, this year held in association with Apulia Film Commission and Puglia Promozione at the London Transport Museum.

As more and more tourists plan holidays inspired by their favourite movie and television sets, screen tourism continues to bring huge economic benefits. In 2016, inbound tourists spent an estimated £597.7 million in film-related screen tourism in the UK. This spending generated 13,440 FTEs of total employment (i.e. including direct, indirect and induced impacts) and £628.3 million in total GVA.

The one-day event, presented by Film London and VisitBritain will examine the huge economic and promotional benefits provided by screen tourism to destinations and visitor attractions. The programme is designed to help the tourism and screen industries identify ways of working together and capitalising on screen tourism, taking advantage of this incredible popularity of screen productions and the draw they can represent for travellers. Not only will the event explore destinations used for filming, it will also consider how visitors are attracted to destinations that feature in stories – even if the production wasn’t actually filmed there. As well as examining the demographics of ‘screen tourists’ and evaluating recent marketing campaigns and current international best practice, the event will also look to new technologies, games and mixed reality experiences as a way of maximising the screen tourism opportunity.

Seen on Screen will present a range of expert analysis and insight from top industry speakers, panellists and practitioners. The programme will kick-start with the magical world of Warner Bros. Studio Tour London – The Making of Harry Potter following the launch of their most recent expansion Gringotts Wizarding Bank.  A keynote will be delivered by inspirational industry experts Pierre Bohanna, whose incredible career as a prop-maker has seen him play a vital role in the Harry Potter and Fantastic Beasts films, together with Dan Dark, SVP and managing director of Warner Bros. Studios Leavesden.


European partners sharing their expertise at the event include Apulia Film Commission and Puglia Promozione, Location Austria, Fondazione Sardegna Film Commission, Ystad Municipality and Film I Skane to name but a few. They will join a range of UK partners including Visit Britain, UKinbound and Greater London Authority.


Delegates will hear about visitor experiences from In the footsteps of Ingmar Berman to Shaun the Sheep in Skane and destination attractions including 007 Elements – Bond Experience in Tyrol, Austria and the role of National Trust’s Petworth House and Park in Mike Leigh’s Mr Turner.


Adrian Wootton, Chief Executive of Film London and the British Film Commission, said: “Much as the capital’s history, dynamism and unique cultural mix have inspired spellbinding films and TV shows, so too have these productions led visitors from all over the world to spend time in our city and across the UK. Screen tourism is becoming an essential part of London’s industry, with films like the forthcoming 25th James Bond movie and shows like The Crown, showcasing the city’s locations and effectively providing global advertising that money just can’t buy.


“Seen on Screen looks to London, the UK, Europe and beyond to explore these opportunities, from Visit Scotland’s relationship with Outlander and Mary Queen of Scots to screen tourism on the islands of the Mediterranean. The event brings together professionals working in film and tourism industries to share their expertise and ultimately boost audiences, visitors and revenue. It is a pleasure to be working with VisitBritain once again to deliver this established event hand in hand with our European friends and partners.”


VisitBritain Director of Marketing Clare Mullin said: “Films and TV are powerful motivators for travel with more than a third of potential visitors to the UK wanting to visit places they have seen on screen. Films and TV help us shine the spotlight on less explored destinations and regional locations, including buildings used in filming, offering a valuable opportunity to promote the whole of the UK and not just the obvious hot spots, boosting visitor numbers. We look forward to continuing to work with the industry to promote the UK to the world through film, driving growth from tourism across our nations and regions.”

The power of screen tourism is evident across the UK. In Northern Ireland, fans of Game of Thrones who visit to see the likes of the Kingsroad or Winterfell could be worth about £30 million (€34 million) a year to the local economy, according to tourism statistics from Tourism NI. Seen on Screen aims to capitalise on such opportunities by encouraging and deepening connections between the tourism and screen industries. Delegates of the conference will benefit from a weekend of offers at major London attractions.

To find out more about Seen on Screen, visit:

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