Perception of the role of Film Commissions and Film Offices in territorial revitalization: strategies and challenges for tourism promotion in Spain

Authors

DOI:

https://doi.org/10.4185/rlcs-2026-2507

Keywords:

film commissions, film offices, film-induced tourism, tourism promotion, audiovisual production, territorial development, tourism marketing, Spain

Abstract

Introduction: film commissions and film offices play a crucial role in promoting audiovisual productions and enhancing tourism attractiveness. The relationship between cinema and tourism has gained relevance in recent decades, with numerous studies highlighting the economic and cultural impact of film-induced tourism. This research analyzes the role of film commissions in Spain as key agents of territorial development, identifying their strategies, challenges, and contributions to tourism promotion. Methodology: the study adopts a qualitative approach based on in-depth semi-structured interviews with professionals from the audiovisual and tourism sectors. Results: findings indicate that film commissions and film offices significantly contribute to local economic growth by attracting productions that generate employment, investments, and tourist interest. However, their effectiveness varies depending on factors such as tax incentives, administrative efficiency, and infrastructure availability. Additionally, while some regions have successfully leveraged film tourism, others face regulatory and logistical constraints. Discussion: the research highlights the need for greater coordination between public administrations and the audiovisual sector to maximize the benefits of film productions. Strategies such as tax incentives, streamlined administrative processes, and targeted tourism marketing campaigns are essential to strengthen Spain’s position as a competitive filming destination. Conclusions: film commissions and film offices serve as vital intermediaries in the audiovisual and tourism industries, but their success depends on political support, strategic planning, and sustainable tourism practices. Future research should explore the quantitative impact of film tourism and the integration of new technologies in destination promotion.

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Author Biographies

Noelia Araújo Vila, Universidade de Vigo

PhD in Tourism Management and Planning with honors from the University of Vigo for her thesis focused on film tourism. Professor at the University of Vigo. She has participated in various research projects related to the tourism and business sectors and is a member of the Emitur (Marketing and Tourism) research group at the University of Vigo. She is a member of the Board of Directors of REDINTUR (Interuniversity Network of Postgraduate Studies in Tourism) and the Board of Directors of AECIT (Spanish Association of Scientific Experts in Tourism). She has an extensive track record in publications, with more than 150 academic articles and book chapters in the areas of tourism, marketing, and business management.

José Antonio Fraiz Brea, Universidade de Vigo

Professor in the Department of Marketing and Market Research at the University of Vigo, specializing in Marketing and Tourism. His main areas of research are: health and wellness tourism, tourism crisis management, film and television series tourism, nature tourism, and dark tourism. He is the principal investigator of the EMITUR research group at the University of Vigo and belongs to the Interuniversity Research Center for Atlantic Cultural Landscapes (CISPAC) (Santiago de Compostela). He manages the academic and financial aspects of the Master's Degree in Domestic and Health Tourism Management and Planning and the Interuniversity Doctorate in Tourism (University of Vigo). As president, he has organized seven international events in the fields of business and tourism.

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Published

2025-11-28

How to Cite

Araújo Vila, N., & Fraiz Brea, J. A. (2025). Perception of the role of Film Commissions and Film Offices in territorial revitalization: strategies and challenges for tourism promotion in Spain. Revista Latina De Comunicación Social, (84), 1–26. https://doi.org/10.4185/rlcs-2026-2507

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No. 84 (2026)

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Miscellaneous

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Copyright (c) 2025 Noelia Araújo Vila, José Antonio Fraiz Brea

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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