Understanding Tourism Trends…
Tourism trends are evolving rapidly. Among the most notable emerging trends are the rejection of overcrowded destinations, the demand for personalized and immersive experiences, and the growing interest in secondary destinations. Today’s travelers aim to immerse themselves in authentic local stories, respect the environment, and steer clear of oversaturated traditional circuits.
Cultural tourism and cinema align perfectly with these expectations. By combining heritage discovery with the world of cinema, these forms of tourism offer a new way to “experience” destinations: visiting iconic or hidden places while exploring the stories behind them, often through legendary film productions.
With guided tours in iconic cities like Madrid, Seville, or Lyon, Lorens is a cultural leisure company that connects travelers with 120 years of cinematic history. Thanks to an exclusive media library and innovative technologies such as digital tablets and immersive projections, the tours provide a dual immersion: cultural and cinematic.
Cinema: A Tourism
Revealer
We passionately create guided tours to destinations and places rich in history and exceptional tourism value. From capitals and major cities to charming towns and unique natural landscapes across Europe, our tours are crafted to inspire.
Our Art
To better unveil these destinations and highlight their splendor, we’ve chosen to link their history with the history of their film productions. Through this approach, our guides ensure a unique tourism experience where learning about a monument or landscape goes beyond uncovering its past—it becomes a way to connect it to our lives and emotions.
The history of cinema is deeply personal to all of us: each of us carries an image, a melody, a landscape, or a face that evokes a specific emotion tied to our own experiences.
An Unparalleled Documentation Task
Since the movie or series is not the central focus of the tourist experience, our DNA relies on a collection of titles and works spanning 120 years of cinematic history. Beyond being professional tourism experts, our guides have access to a one-of-a-kind database designed for this purpose: within seconds, they can retrieve one of the 4,000 carefully archived sequences, which is then seamlessly integrated into the historical interpretation they choose to present during the tour.
Our collection averages over 60 works (series or films) per destination. In total, Lorens has watched, timestamped, and studied 1,800 hours of audiovisual productions, ranging from Lumière brothers’ short films to recent releases, encompassing national and international cinema, independent films, and blockbusters.
This ensures that every client stays connected to our cinematic content, as they will always recognize several works they are already familiar with. Emotion guaranteed! To complement this audiovisual material, our guides also use stills, documents, photos, and more.
Technology to Recreate Cinema on the Streets
Cinema and guided tours are both collective experiences. At Lorens, we embrace this challenge by investing in technological alternatives to enhance visual immersion during the visit.
Guides can play a film sequence right at the location where a scene or episode was shot, showing it on their tablet. At other times, they use QR codes in a playful way, allowing visitors to view the sequence on their own devices. Finally, they can act as film operators, deciding when and where to project an unforgettable sequence in an urban setting, magnified by its natural backdrop and enriched with prior explanations.
The viewing of these works is carried out within a legal framework that prioritizes respect for copyright above all. With LORENS, you can trust that everything we share honors creative works and intellectual property, and your participation helps support the audiovisual sector in its mission to uphold its rights.
Our Commitment to Responsible Tourism
At Lorens, we place respect for the environment and sustainability at the core of our activities. We adapt our itineraries to minimize ecological impact, using modes of transport such as 4×4 vehicles or boats only when approved by environmental authorities, and to avoid over-tourism. Our tours also contribute to heritage preservation, like the signage in the Tabernas Desert, Europe’s only desert, where we actively work to protect this unique ecosystem.
Our guides raise visitors’ awareness of the importance of respecting natural settings while highlighting the efforts of film productions to preserve filming locations. We also reuse materials from our events to minimize waste. By joining a Lorens tour, you contribute to a sustainable tourism model where innovation and environmental respect go hand in hand, enriching local areas and supporting a responsible cultural experience.
THE TEAM
Our guides speak about each destination with care and they know the sequences you’re about to discover
Meet Them!
Pablo exudes an unshakable sense of calm; to guide you in Madrid, he will use his experience and his cinematic smile.
Languages : Spanish, English, German
Andrés
Andrés joined the Lorens team from its very first steps in Almería. A history specialist and a cinema expert, he knows the city inside out and doesn’t hesitate to embrace the cowboy attitude for our greatest delight…
Languages : English, French, Spanish
Pablo
Born in other latitudes but Madrileño by choice, Emiliano will help you discover why Madrid captivates those who visit and how it is portrayed in cinema!
Languages: Spanish, English, Italian
Cristina
Passionate about interpreting the Tabernas Desert, she knows the province of Almería better than anyone and is a renowned location scout in the film industry.
Speaks: French, English, Spanish
She is also a partner at Lorens.Joaquín
A true Madrilenian (a “gato”!), and a lover of his city, Joaquín has over 25 years of experience in tourism, working with groups and private clients. A specialist in cultural itineraries, he knows Madrid like the back of his hand.
Languages: Spanish, English, French
Partner at LORENS
Aubry Minotti
CEO and Founder
Aubry Minotti’s career combines extensive experience in commercial management with a deep passion for cinema. After completing a PhD in Hispanic Philology and Art History in Barcelona, he worked as Commercial Director at Inditex, where he developed key skills in retail, international negotiation, and team leadership. Later, his time in the real estate sector further strengthened his expertise in project management and development.
During the lockdown, he rediscovered his interest in cinema and its connection to cultural tourism. This inspired him to envision a new way of blending history and cinema in an innovative and sustainable way: Lorens, a deliberate nod to *Lawrence of Arabia*.
The Cities of LORENS!
France