Movies and series: the new engine of tourism in Spain
Screen tourism is an established phenomenon. A strong influence that creates in the destinations themselves a feeling of competitiveness that makes them exhibit themselves to attract visitors, knowledge and culture, in addition to that traveler's instinct to discover corners that until not long ago were unknown. Television series and movies, beyond arousing the desire to travel, have the ability to connect with the public through cultural values and benefits. 
The World Tourism Organization (UNWTO) in association with Netflix has put on the table the three key characteristics that allow this tourism impact to be cultivated: easy access, diverse content and quality. In their report, they detail the combination of the effect of cultural affinity with this screen tourism that offers a global image of the impact of movies and television series on the local economy and culture. Netflix, Amazon Prime Video, HBO Max, Disney Plus and the Internet in general, among others, have become increasingly relevant services over the years, supporting the need to explore their role in the sector.
The Lord of the Rings trilogy, for example, fueled a 40% increase in annual visits to New Zealand between 2000 and 2006. The UK also experienced a boom in film tourism following the release of the Harry Potter films. From 2011 to 2013, the magical saga generated a 230% increase in visitors to its film sites, facilitating a sum of 9 million pounds sterling (10,727,505 euros).
The market study was chosen based on the criteria of global coverage and the presence of the content in the country examined within said markets. For example, Canadian content was tested in markets including Australia, France, Germany, Sweden, and the United States (2,250 respondents: 1,500 Netflix users, 750 non-users). And the same with Japan, South Africa, Spain and Turkey.
Spain as a tourist destination
This study shows the increase in people's interest, in this case, in Spain after viewing Spanish content and with it, the increase in interest in learning the language, learning about the culture and visiting the country. The respondents were divided between users who consumed Netflix and those who did not. The former corresponded to a younger profile that was culturally and touristically enriched thanks to cinematographic viewing. In addition, the people with the most audiovisual exposure to the country in question not only increase tourism but also favor consumerism.
Since film marketing proliferated, Spain has made the most of this opportunity. The tourist platform Travellyze stated that 12% of Spanish tourists are inspired by movies when traveling, a percentage that is strikingly higher than the European average, which is reduced by half. The numerous national and international productions that have taken place in our country have supported the attraction of tourism. The main ones are Vicky, Cristina, Barcelona, La Casa de Papel and Game of Thrones.
Spain Film Commission, for its part, presented at the 2021 International Tourism Fair (Fitur) a project called Spain Screen Grand Tour with the aim of promoting the creation of tourist products based on films or series and homogenizing film routes at a national level. national.
Another idea to take advantage of this influence of audiovisual productions in the decision of the viewers' destination was that of Turespaña in collaboration with Netflix, launching a promotional video where the platform shows Spanish series and films in the Spanish places where they were filmed.