MovieMed

MOVIEMED

Countries: Spain, Morocco, Tunisia, Egypt, Lebanon and France

Project initiated in: 2009

Presented by: Chamber of Commerce and Industry, Marseille, Provence

Partners: Invest in Med programme Partners: Invest in Med II programme, in partnership with public and private operators from the Mediterranean countries

Project budget: EUR 189 321, with 75% from Invest in Med

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//Context

The filming of audiovisual productions (cinema, television, etc.) in the Mediterranean area represents a major opportunity to attract people to the region. This activity not only forms a considerable source of direct and indirect economic impacts (local employment of labour, use of local businesses, hotels, restaurants, shops, etc.) but is also an excellent way of communicating the brand image of a tourist destination or local economy to potential investors.

// Project Objectives

The MovieMed project aims to raise awareness among tourism and audiovisual production operators, together with chambers of commerce, local authorities and other partners, of the synergies that can be developed between the two sectors and the potential direct and indirect economic impacts.

The project takes an overarching approach linked to the development of the film tourism sector, not only through studies and meetings between professionals, but also through the transfer of expertise and best practices so as to help develop the economic activity based around film tourism.

//Action and Impact

Thanks to this initiative, discussions between tourism and audiovisual production operators have increased, together with research projects in the sector and projects to set up film commissions in the Mediterranean Basin.

The first stage in the MovieMed project was to list all the audiovisual and cinematographic resources in the countries of the Mediterranean region, and more specifically in the six project partner countries. This has improved the visibility of their natural, human and technical resources in the sector with the aim of increasing the efficiency and quality of the film production reception in these countries.

The second stage in the MovieMed project was a compendium of best practices in film tourism, which was published in 2011. This identifies the techniques and actions allowing the value of a territory to be enhanced through audiovisual production, by using examples of practices from around the world.

During the MovieMed Meetings organised in January 2010 in Marseille (France) and in January 2011 in Ouarzazate (Morocco), over 400 international audiovisual and tourism professionals (with over half from the MED countries) took part in workshops and business meetings.

- At institutional level, the initiative has raised awareness among the countries involved about the importance of implementing specific strategies (communications, tax breaks, etc.)

- The studies published have also increased the international visibility of the actions undertaken by the Mediterranean countries in this area, and improved their skill set.

- A genuine cooperation network has been established between the partner countries, encouraging information sharing and the development of wider cooperation, through festivals or other events, and through a Facebook page and dedicated website.

• Over 2 000 professional contacts have been made over two years in Marseille and Ouarzazate (through two “meeting spaces”, grants to film projects and tourism products, etc.).
• 25 “promising” partnerships are currently being established between audiovisual producers, hotel groups, airlines, and local and regional authorities.
• 305 intermediate organisations have been “trained”, through training workshops for film commissions, producers and tourism professionals.
• 3 film tourism tours are currently being set up (southern Alps, Marseille, Provence-Alpes-Côte d'Azur region, Ouarzazate), as a result of cooperation between travel agencies, local and regional authorities, and specialised operators (AlloCiné, Cinévoyages, etc.).

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