Conference 2018

This year's Mixed Reality Scandinavia Conference takes place November 13–14th in Ystad. We are celebrating ten years with well-known speakers and invite you to be a part of this great content!

For the Anniversary we have invited favourite speakers from previous editions who will give us a review of the 10 years. We have also invited new and interesting persons who will present cases about film tourism development in their regions. The important overall theme is: how did the activities start, the problems and learnings on the way and future development of the activities.

Among the highlights in the programme are the participation of Harvey Edgington, Head of Filming and Location at National Trust Filming & Locations Office in London. National Trust's unique inventory of historic properties and landscapes has been used in a wide range of acclaimed productions such as Batman, Downtown Abbey and Harry PotterJudith Webb from Tourism Northern Ireland will join us for a talk about the worldwide famous tv-series Game of Thrones. We have also invited Martin Cuff who works as a special advisor on film, tourism, digital and creative industries for the Prime Minister in Serbia.

Musician, writer and former film reviewer and video game journalist Orvar Säfström will moderate the conference. He has a special interest in film and tourism due to a lot of personal experiences and he has moderated the conference four times before.

When: November 13–14th 2018 from 1 pm to 1 pm
Where: Ystad Studios Visitor Center, Elis Nilssons väg 14, 271 39 Ystad, Sweden

We will begin the conference with coffee at 12.30 pm on the first day and end with lunch the second day.


Martin Cuff
Creative Industries Specialist who is an expert on marketing, competitiveness and business development of creative and innovative destinations globally, with experience spanning over five continents. Martin is from Cape town but now lives in Belgrade, Serbia, where he works as a special advisor on film, tourism, digital and creative industries to the Prime Minister Ana Brnabic.


Judith Webb
Head of Screen Tourism from Tourism Northern Ireland. Judith will talk about how the worldwide hit fantasy drama Game of Thrones® has been transformative for screen tourism in Northern Ireland. As the show’s principal filming location for a decade, this global phenomenon is providing Northern Ireland with a once in a lifetime tourism opportunity. Judith will let us know about how Northern Ireland’s close association with Game of Thrones® has created a new tourism narrative and given Northern Ireland standout on the global stage.


Harvey Edgington
Head of Filming and Location at National Trust Filming & Locations Office in London. The National Trust has a wealth of unique locations available for hire. These locations enables professionals to search film-friendly, historically authenic sites, in England, Wales and Northern Ireland. Harvey will talk about "Agatha Christie - Queen of Crime" which is a great example on how modern film festival can interact with cultural heritage.


Stefan Roesch
Moved from Germany to New Zealand where he wrote his PhD in film tourism at the University of Otago. He runs the company FilmQuest and  consults destinations on how to utilise the tourism-inducing benefits of movies and TV shows. He is an expert on how to implement a film tourism strategy into a country’s destination marketing plan.


Audun Pettersen
Head of Tourism and Food at Innovation Norway who will tell us about Frozen – A fairy tale in more than one way”. Audun will let us in to how Visit Norway worked with these opportunities and also on how the travel industry in Norway experienced a little magic as the demand rose significantly as a result. 


Johanna Forsman
From StoryTourist which is a tourism experience where books, films and other stories come to life, turning the world around us into a playground for the imagination. Recently Johanna developed an App for Sherlock Holmes tours in London.


Representatives from the Skåne region and municipalities around Skåne who will update us on everything from Bergman to Shaun the Sheep.

Read the program in detail HERE.


Register for your participation HERE. Since it is our anniversary we offering the conference at a low price of 1 000 SEK excl. VAT. All meals are included. You can either pay with credit card or invoice.

Du kan också anmäla dig genom att skicka ett mail till Petra Rundqvist, petra.rundqvist@ystad.se 

Ystad Studios Visitor Center

The location is just next door to the proper film studio. Distance from the central station in Ystad by foot is about 20 minutes.

At Ystad Studios Visitor Center you can experience and explore the world of film and cinema, both in front of and behind the camera. You can step directly into inspirational film environments, learn about process of creating films and see props and try costume.

The centre which opened in March 2018 is run by Film in Skåne and the municipality of Ystad.


Participants book their accommodation by themselves. We can recommend:

Ystad Saltsjöbad
Continental du Sud
Prins Carl
Our House


Since we are also working in the InterReg project Green Screen – on how to make film production greener we are aiming to make the conference of Mixed Reality 2018 to a sustainable event. We are not using plastic bottles for example and we are recycling all our waste. Therefore all the information you will find is digital.


All food served on the conference is vegetarian, ecological and locally produced. On the first evening we will have a nice dinner together. The menu is consisting of three courses. If you want meat (turkey) please contact us. Also contact us if you have other food preferences or allergies.

Publicerad 2022-09-14, Uppdaterad 2023-09-18