Mixed Reality Scandinavia

Fiction tourism is a growing market, and its effects on a destination gets increasingly important. How can a destination grow and benefit from the effects of fiction tourism?

Our well known Scandinavian conference on fiction tourism, annually arranged in Ystad, Sweden and at pop up venues since 2009 has been groundbreaking since the start.

Our aim is to share the best practice available in the field of fiction tourism and destination development, invite the most skilled speakers to the conference, focus on areas like new technology and to change local and regional policies.

Ystad Municipality together with different co partners invite you to Mixed Reality Scandinavia – an annual conference with good examples on strategies and efforts where literature, film and other fiction create product and destination development.

Mixed Reality 2018

We have been on tour to Malmö, London and Karlskrona and will now be back in Ystad, Southern Sweden in November 2018. We will arrange the conference in our new experience center about film - Ystad Studios Visitor Center and we will invite old good favourite international speakers.

The conference programme will be from lunch to lunch and our moderator will be the one and only Orvar Säfström. We are right now working on the programme and the programme will be ready after summer. Then it  will  also be possible for you to register for the conference.

Warmest welcome in November!


Petra Rundqvist
Film Strategist

Mobile: +46 (0)709-47 77 19