Screen tourism: Lorens sets off on a tour of France to prepare for 2027
After meetings in Malta and Monaco, Lorens is setting out to meet French destinations. On the agenda: its work and the screen tourism powerhouse trio it forms with The Travelling Set and lastminute.com, already at work in Spain, in Castilla-La Mancha.
A tour of France to lay the groundwork for screen tourism in 2027
This autumn, Lorens is setting off on a tour of France, meeting local and regional authorities, tourist boards, development agencies and cultural institutions. Each meeting is a chance to present Lorens’s work and the trio it forms with The Travelling Set and lastminute.com. The alliance’s initiatives, already under way in Spain in Castilla-La Mancha, can now be rolled out across France.
Indeed, the approach already reaches beyond France: meetings have taken place in Malta and Monaco. The goal is clear: to make 2027 a year fully dedicated to rolling out screen tourism initiatives.
Three areas of expertise come together: the professional platform connecting film with destination interpretation (Lorens), the consultancy specialising in screen tourism (The Travelling Set) and a major online travel distributor (lastminute.com). End-to-end support, from strategy to market.
Colmar and its Maison Pfister inspired the town in Hayao Miyazaki’s Howl’s Moving Castle (2004).
Strategic consulting: making film a marker of territorial identity
Each meeting starts by helping the destination identify its film heritage — landmark shoots, natural settings, screen icons — and turn it into a genuine destination story. Lorens brings its territorial analysis methodology and storytelling know-how; The Travelling Set, drawing on its screen tourism consulting expertise, stress-tests positioning and strengthens strategic choices. The aim is to give elected officials and tourism professionals a clear, documented and distinctive vision that goes beyond a list of locations to build a true destination positioning.
“For a long time, screen tourism was a good idea in search of execution. With The Travelling Set and lastminute.com, we finally have a complete chain — a strategy, tools and distribution. That is what will make 2027 different.”
Aubry Minotti
Founder of Lorens
Operational consulting: from script to location
The discussions then turn to implementation. The alliance supports destinations in producing concrete experiences: guided routes enriched with geolocated film clips via Lorens Toolkit, training for local guides in film interpretation, tailor-made itineraries, and visitor engagement tools for school groups, professionals and the general public. This is precisely the ambition for 2027: turning strategic intentions into market-ready offers, field-tested and ready to welcome visitors.
The Lumière brothers
Where screen tourism began
By sending camera operators to film the world from 1896, the Lumières were already taking audiences on journeys — the accidental inventors of screen tourism.
Valletta
Malta
Valletta’s Grand Harbour, at the heart of a filming destination that has grown sharply since 2008.
Madrid
Filming on Gran Vía
Every shoot in the capital feeds the screen tourism machine: new settings, new reasons to travel.
Distribution consulting: making screen tourism offers visible and bookable
This is often the missing link in screen tourism: remarkable experiences remain confined to a local audience for lack of suitable distribution channels. Through lastminute.com, destinations gain an international showcase, proven expertise in online sales and a qualified audience of cultural travellers. As a result, experiences designed with Lorens and The Travelling Set will reach visitors where they book, in France, Spain and beyond. They will also generate measurable returns for the destination from 2027.
Screen tourism: a call to destinations
Cities, regions, tourist boards, destination marketing agencies: in France as in Spain, this initiative is designed for you. Whether your area has hosted major productions or holds untapped film potential, Lorens, The Travelling Set and lastminute.com offer integrated support, tailored to your level of maturity and resources. In 2027, screen tourism should scale up, in France as in Spain. To bring your destination on board, get in touch today.
