Lorens at the SET CONGRESS
Written by Lorens
An innovative and unique congress in Europe
On May 9, 2025, Bilbao hosted the first European congress dedicated to screen tourism, the SET Congress (Screen in Emotional Tourism), held alongside the Expovacaciones fair at the Bilbao Exhibition Centre (BEC). More than a hundred professionals from the audiovisual, tourism, and public sectors gathered to explore the growing potential of this segment, seen as a key driver of innovation for European destinations.
Key highlights in 2025: Vivential Value and Lorens
One of the main announcements came from Ana Alonso, congress director and founder of The Travelling Set, who introduced the creation of a European Screen Tourism Observatory. This initiative aims to measure and analyze the impact of audiovisual productions on tourism appeal. She also unveiled an innovative SaaS platform, developed in partnership with Lorens, designed to help destinations turn their cinematic heritage into real tourism products.
Aubry Minotti, president of Lorens, emphasized that cinema is above all a cultural lens through which territories reveal their identity. He pointed out the difference between traditional “screen tourism”, often limited to visiting filming locations, and Lorens’ approach, which celebrates entire destinations through their cinematic image. With experiences already deployed in Madrid, Toledo, Seville, Almería, and Lyon, Lorens offers a structured concept, featuring over 4,000 sequences from 130 years of cinema, accessible via tablets, QR codes, and immersive projections.
A growing sector
A study presented at the congress revealed that 40% of Spanish travelers are interested in tourism experiences linked to audiovisual content, with one-third willing to pay more for such cultural products. These findings will feed into the new Observatory and strengthen the Screen Tourism Intelligence System (SIT) developed by Vivential Value.
The SET Congress marked an essential milestone in uniting European stakeholders around a shared strategy to promote screen tourism as a sustainable driver of territorial enhancement.
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