The conference ‘The Importance of Filming in Madrid. Open Door to Internationalization: Interconnection between Culture, Leisure, Tourism, and Economy’, held at the La Corrala Cultural Center. Museum of Popular Arts and Traditions, brought together specialists, institutional representatives, and audiovisual industry professionals to analyze the contribution of film shoots to the city's economic, cultural, and tourist development.
Almudena Maíllo, Delegate Councilor for Tourism of the Madrid City Council, highlighted that "Madrid is one of the main audiovisual production centers in Europe, and film shoots generate economic activity and employment, while also projecting our city internationally as a destination for culture, tourism, and investment." Maíllo added that "these conferences help to demonstrate this positive impact and to guide public policies by valuing the sector's contribution to Madrid's citizens."
Laura Navarrete, Deputy Director of Marketing for Tourism at the Madrid City Council, emphasized the capital's capacity to attract talent and projects, as well as the municipal commitment to strengthening the city's cultural and creative ecosystem.
In the second panel, the sector's contribution to economic growth was analyzed. Participants included Raúl Torquemada (Madrid Film Office), Teresa Azcona (Madrid Audiovisual Cluster), José Esteban Alenda (Madrileña Audiovisual Association), and Adriana Piquet (APCP). They agreed that the audiovisual sector generates qualified employment, attracts investment, and fosters a competitive and innovative ecosystem. The APCP shared data on the advertising film sector, which saw an investment of 498 million euros in Spain in 2023, with nearly 212 million impacting Madrid.
The study ‘Economy of the Audiovisual Industry: Dimension and Impact of Feature Film and Series Shoots in Madrid (2021-2024)’, presented in April by the L.R. Klein-UAM Institute and Madrid Film Office, estimated the total impact of feature films and series at 1,541.9 million euros between 2021 and 2024. This resulted in tax revenue of 367.3 million euros and the creation of 10,101 full-time equivalent (ETC) jobs, in addition to a multiplier effect on other economic sectors.
The final panel addressed the relationship between audiovisual heritage and screen tourism. Carmen Hidalgo (UAM), Sergio Sánchez Benítez (Movistar Plus), María José Gómez (Turespaña), and Víctor Aertsen (Madrid Film Office) agreed that Madrid has favorable conditions to consolidate itself as a leading screen tourism destination, thanks to its position as the hub of the Spanish audiovisual industry, the presence of major sector companies, its diverse locations, and its strong cultural and audiovisual heritage. The panel also reviewed the conclusions of the study ‘Screen Tourism in Madrid’.
The conference concluded by reaffirming the importance of strengthening collaboration between public administrations, universities, and the industry for the sustainable development of the audiovisual sector. Concurrently, Madrid Film Office is participating in a familiarization trip for North American audiovisual producers organized by ICEX-Shooting in Spain.
