Costa Blanca at Fitur 2024: A dynamic hub for film, television, and audiovisual work
At Fitur 2024, the Costa Blanca region demonstrated its appeal as a versatile shooting location for films, commercials, and other audiovisual projects. The area offers outdoor sets shaped by its exceptional landscapes, climate, and ecological settings, making it a natural backdrop for stories big and small. This positioning attracts municipalities across the province, creating a strong economic incentive for local communities through production activity.
The Valencian Society’s Central Plaza booth hosted its final public weekend sessions on Saturday, January 27. The Matinée Costa Blanca Film Commission, a project supported by the Provincial Tourism Board, aims to spread awareness of the region’s benefits for feature films, short films, and other audiovisual recordings. In addition to showcasing recent productions filmed in the Alicante region, a dedicated session addressed sea-related legislation and expectations for publication, generating considerable interest among attendees.
The event unfolded like a small movie theater, with dynamic interventions, dialogues, and visual projections. Merchandising touches such as cotton candy and noise-cancelling headphones enhanced immersion, and a number of actors participated in the program, drawing a lively audience of about one hundred attendees. Several participants in the shoots were highlighted during the show, underscoring the region’s active role in on-location filming.
As noted by José Mancebo, Director of the Provincial Tourism Board, the area offers not only extensive professional services of high quality and modern transport and lodging infrastructure, but also a rich cultural heritage and an inexhaustible variety of scenery. This combination makes the Costa Blanca a distinctive and attractive destination for production work, appealing to directors seeking varied backdrops and efficient logistical support.
Moment of the event held at Fitur 2024
Recollecting past efforts, Mancebo highlighted the long-standing push to position the Alicante province as a premier film tourism destination. The local audiovisual office, supported by the Costa Blanca Film Commission, has been instrumental in coordinating industry activity and assisting city technicians with Film Office tasks. The aim has consistently been to maximize the region’s potential as a shooting site for spots, documentaries, music videos, and both large-scale and intimate productions.
The Provincial Tourism Board chief emphasized that the sector delivers substantial economic and promotional benefits, noting that the industry has grown, diversified, and expanded its infrastructure in recent years. The Costa Blanca continues to attract productions that count on a robust network of local partners and services to deliver a smooth shooting experience.
Many productions already in the pipeline for the region’s studios and outdoor locations include projects developed in collaboration with the Costa Blanca Film Commission. Among recent highlights is a mini-series produced by Flipy, directed by Alberto Ruiz Rojo, and featuring prominent actors such as Luis Tosar and Blanca Portillo. Based on real events, the series recounts the 2006 voyage of fishing boats Francisco and Catalina and the sighting of fifty migrants at sea. Another audiovisual project, directed by Guillermo Polo, follows the journey of a frustrated writer who becomes entangled in a mysterious mission, moving from Asturias to Benidorm as part of the storyline.
Currently, twenty film offices operate across the region, offering guidance and matchmaking between production companies and Costa Blanca locations. The integrated Costa Blanca Film Commission platform unites Agost, Alcoy, Alicante, L’Alfàs del Pi, Altea, Benidorm, Benissa, Calp, Dénia, El Campello, Elche, Finestrat, Guardamar del Segura, Ibi, Pilar de la Horadada, Santa Pola, Torrevieja, La Vila Joiosa, Villena, and Xàbia, forming a cohesive network that promotes the area as a film destination.
Historically, the Alicante province has served as a backdrop for major productions, including American films that achieved recognition in the United States. Classic titles and contemporary projects alike have shot scenes in La Mata, Torrevieja, and other locales, reinforcing the province’s reputation as a viable film location. The region has also hosted national television productions, underscoring its diverse appeal for screen projects of all scales.
weekend activities
The Provincial Tourism Board prepared a summary of activities for visitors during public days at the Costa Blanca stand at Fitur. To engage attendees further, the board organized an interactive experience called Experience the Costa Blanca, designed as an online quiz that allowed visitors to test their knowledge about the Alicante province and its municipalities. Participants could learn about destinations, pick up tourist packages, and plan stays through this engaging activity.
In total, roughly 30 tourist packages were to be awarded, with more than 60 local businesses collaborating across municipalities, hotels, apartment complexes, active tourism groups, restaurants, and museums. Followers of the Costa Blanca official channel could join in by scanning a QR code and answering real-time questions, with updates shared through Instagram stories.
The Costa Blanca experience at Fitur offered a practical glimpse into how the region blends film-friendly infrastructure with vibrant tourism opportunities, inviting visitors to envision themselves part of the ongoing story of Alicante’s audiovisual and cultural landscape. This approach reflects an ongoing commitment to supporting production activity while showcasing the province as a distinct destination for travel, culture, and cinematic storytelling. Attribution: Provincial Tourism Board; Costa Blanca Film Commission; supporting agencies involved in film office operations.
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