So I’ve arrived in the impossibly picture perfect Ystad, in southern Sweden, for the Mixed Reality Film Tourism conference. Here, in the Wallander heartland, I’ll be giving a broad-strokes overview of the whole film tourism phenomenon (and how it works) as well as looking at ways that tourism offices can mitigate the risks of film tourism investment by tracking the potential success of movies shot on location. If the Bollywood horror movie screening tonight is anything to go by, it’s going to be fun.
