The first Screen Tourism Congress in Europe – BILBAO – 9/5/2025

Written by Lorens

A pioneering congress to structure screen-related tourism in Europe

The first European Congress dedicated to film tourism, organized by The Travelling Set, represents a key moment in recognizing the growing importance of this sector in continental Europe. This pioneering event brings together tourism and film professionals to explore the synergies between the two industries. Topics include the economic impact of film tourism, territorial marketing strategies through audiovisual productions, and opportunities for international collaboration. The Travelling Set plays a central role in leading these discussions and positioning film tourism as a strategic tool for regional development.

https://setcongress.com/

Breathtaking shot of the facades of the historical buildings captured in Madrid, Spain

Lorens’ strategic and committed involvement
Lorens is taking part in the first European Congress on film tourism in three distinct ways. As an official partner, Lorens supports an event that fully aligns with its vision and goals in the sector. In addition, Aubry Minotti, president of Lorens, will speak at several key sessions during the congress. He will moderate a roundtable titled “Sustainability, culture and screen tourism: Bilbao”, focusing on how film tourism can support destination sustainability by highlighting cultural heritage.

He will also deliver a conference on “Emotional tourism through the screen”, presenting Lorens’ innovative approach to creating immersive experiences that forge emotional connections between visitors and filming locations. Finally, Lorens will take on a moderator role in several sessions, encouraging dialogue among participants and enriching the exchange of ideas.

Asserting a European vision of tourism through cinema

Beyond the legitimate expectations of discovering fresh and relevant content, Lorens is committed to making this congress a space for strategic dialogue. True to its positioning, Lorens promotes a vision of tourism through cinema that goes far beyond the mere attraction of filming sites. Unlike screen tourism, which focuses on fictional universes and fan immersion, Lorens builds its offer on history, heritage and cultural experience, aiming to reach a broader audience. Its presence at the congress reflects a clear intention to strengthen professional bridges and promote a sustainable, collaborative and enriching model for destinations.

Through this triple engagement, Lorens confirms its role as a catalyst in a rapidly evolving sector and asserts its place as a key reference for a culture- and emotion-driven European tourism.