Published on
September 29, 2025
Spain’s San Sebastián Industry Programme has once again taken centre stage as a dynamic platform where film initiatives evolve from development to completion, gaining international momentum. Recent projects awarded at the Europe‑Latin America Co‑Production Forum are generating not only cinematic buzz but also fresh potential for travel and tourism, especially among cultural travellers seeking destinations shaped by film culture. With awards boosting visibility, co‑productions crossing borders, and industry attendees eyeing travel potential, the Spanish city of San Sebastián is reinforcing its role not just as a festival host, but also as a cultural travel anchor.
This article offers a fresh perspective: instead of viewing the Industry Programme merely as a film development stage, it is reframed as an integral node in a network of destination branding, travel flows, and cultural tourism. It explores how awarded film projects from the Forum may influence travel decisions, enhance tourism circuits, and contribute to Spain’s positioning as a film lover’s destination.
The Industry Programme as a Bridge Between Cinema and Travel
San Sebastián’s film ecosystem is built on a strong foundation: an official festival, but also structured industry sections like co‑production forums. These provide visibility for film projects in development, allow producers to find international partners, and generate early excitement among international distributors. From a tourism point of view, this early excitement often translates into interest in filming locations, festival attendance, and eventually visits to locations associated with successful films.
When films are recognised early—winning awards for best project, development, or international potential—they gain headlines, media coverage, and travel‑curious audiences. These audiences might choose to visit festival editions, seek locations where films were shot, or explore regions represented by the projects. Thus, the Industry Programme, by elevating projects, helps lay the foundations for film tourism and destination appeal.
Spotlight on Awarded Projects and Their Travel Implications
Three projects recently recognised in the Co‑Production Forum stand out: one awarded as Best Project, another as Development Award winner, and a third with an International Prize. These recognitions serve multiple functions:
Validation for international partners: awarded projects signal readiness and potential, increasing the chances of foreign investment, co‑production, and distribution.Curiosity and anticipation among audiences: when a film wins an award before it is completed, it builds anticipation. Some travellers plan festival visits or follow films from announcement through release.Location interest: filmmakers may have used or will use specific filming sites. Those places become candidates for film‑location tourism: guided tours, photo spots, or film‑inspired trails.
Through such projects, Spain enhances its image not just as a venue of festivals, but as a setting where stories are conceived, born, and developed—making its territories more attractive to cultural travellers.
Economic and Tourism Impact of San Sebastián Festival Ecosystem
The broader San Sebastián Festival brings documented economic and tourism benefits:
The 2024 edition generated almost €48 million in economic impact for the city and region.Significant portions of that spending came from visitors requiring overnight stays, food, transportation and hospitality.The festival’s reach in media and press contributes to promotional value for the city. The visibility that films and projects get in such forums serves as destination advertising by proxy.
These facts illustrate that projects celebrated in the Industry Programme are part of a larger cycle: they contribute to drawing attendees, generating travel, occupancy in lodging, restaurant business, and enhancing cultural tourism appeal.
A New Perspective: Projects as Travel Seeds
Rather than seeing film projects only within the industry world, they can be viewed as travel seeds—initiatives planted in forums and competitions that later blossom into tourist interest. In this view:
A project that wins the Development Award may later become a film that draws festival‑goers or streaming viewers to visit filming locales.International Prize films may tour festivals across countries, drawing travellers to multiple film festivals.Best Project recognition can be used in destination branding: e.g., the region where the film is produced or shot can partner with tourism boards to create film travel itineraries.
In this model, the Industry Programme is not just about making films—it is about planting narratives that will guide travellers through Spain and beyond.
Influence on Travel Patterns and Cultural RoutesFestival Travel
Many travellers plan trips around major film festivals. San Sebastián is among those with strong international pull. When projects are awarded and then go into competition sections or international sidebars, they bring attention to the festival, increasing demand for tickets, accommodation, and related cultural activities. Festival periods therefore become peak travel moments.
Film Location Tourism
Spain already benefits from tourists seeking sites made famous by film and television productions. Awarded projects can contribute to this trend: once a film is completed, media often highlight filming locations. Fans and travellers may visit those exact spots. Filming regions thus gain enduring travel traffic. Leading incentives for this trend include public interest, online maps and guides, local promotion.
Co‑production Tourism Routes
Projects developed in Spain but co‑produced with Latin America or other regions bring a bridge: travellers from partner countries may travel to festivals or filming sites in Spain; vice versa. It creates cross‑regional cultural tourism: festival circuits that connect Spain, Latin America, perhaps Central America. These routes can be organized by tour operators and cultural agencies.
Challenges and ConsiderationsProject success does not guarantee location tourism: not all awarded films achieve mass visibility or strong appeal. Some projects may remain niche or experimental, limiting travel potential.Sustainability and overtourism risks: as destinations promoted via film gain popularity, infrastructure strain and authenticity erosion may occur. Local capacity, lodging, waste management, visitor experience must be maintained.Balancing auteur ambition and marketability: projects that are strongly auteur‑driven but lack conceptual clarity or broad themes may win awards but struggle to reach larger audiences or incite travel interest. The tension between experimental forms and audience engagement impacts tourism effectiveness.Tracking conversion: Tourism boards and festival organisers must measure how many award‑related impressions convert into travel: festival attendance, film‑location visits, longer stays. Data collection and collaboration with travel agencies are essential.Strategic Opportunities for SpainIntegrate Awards with Travel Packages
Festival organisers and local tourism boards could collaborate with travel agents to offer packages combining festival pass, guided tours of filming locations, accommodation, and cultural experiences in regions connected to awarded films.
Develop Film Trails and Tours
Create travel itineraries linked to awarded or prominent films developed at San Sebastián or co‑produced via its forums. Map out filming locations, local attractions, culinary and cultural routes. Promote these trails to film fans, literary travellers, and cultural tourists.
Media Storytelling and Destination Branding
Use awarded project announcements, development stories, and winning film promotions to spotlight regions, filming locales, local culture. Encourage media coverage around the places where projects originate, partially filmed, or planned. Visual storytelling (video, photography) helps travellers imagine journeying to those areas.
Strengthen Co‑Production as Travel Magnet
Since co‑production involves multiple countries, Spain can build links with Latin America and others to market collaborative films across those regions. Travel flows can be bi‑directional. Festivals in both regions and screenings can be coordinated to stimulate travel amongst film enthusiasts.
Broader Role of the Industry Programme in Spain’s Film‑Tourism Symbiosis
Spain’s San Sebastián Festival is already known for its economic impact, public funding seen as an investment into cultural and travel sectors. The Industry Programme adds a layer: it identifies upcoming films, supports creators, but also sets in motion potential travel patterns through narrative, location, and festival circuits.
Regions involved in co‑productions or hosting awarded projects may see increased interest not just during festivals but year‑round. This contributes to longer tourist stays, diversified destination spots, and cultural exposure beyond typical coastal or urban draws.
Conclusion
The recent awards within San Sebastián’s Industry Programme reflect more than recognition for filmmakers—they represent nodes of potential for travel and tourism. Best Project, Development, and International Awards are not just accolades; they are beacons that draw attention to stories, places, and cultural territories. Spain stands to benefit from transforming these cinematic moments into journeys: festivals attended, locations visited, cultural trails explored.
In reframing the Industry Programme as an engine of travel inspiration, Spain can strengthen its position as a prime destination for film lovers, co‑production partners, and tourists seeking authentic cultural immersion. The stories that begin in the Forum may very well lead travellers across landscapes, cities, and regions, making film and travel inseparable facets of experience in Spain’s cultural economy.
