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 and Film i Skåne 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.

2018 year's conference was arranged in November 2018 in Ystad.

In 2019 Mixed Reality Scandinavia was a part of the international Screen Tourism Conference “Seen on Screen” which was arranged Friday in November by VisitBritain and Film London.

In November 2020 (due to Covid19) we will be back with a virtual event from Ystad.

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Mixed Reality 2018

Mixed Reality conferenceMartin Cuff speaking at Mixed Reality 2018

We have been on tour to Malmö, London and Karlskrona - this year we were back in Ystad for a conference in our new experience centre about film - Ystad Studios Visitor Center.

For the Anniversary we had invited favorite speakers from previous editions who gave us a review of the last 10 years. We also invited new and interesting persons who presented cases about film tourism development in their regions.

"It was a very inspiring and fruitful conference with great speakers, great participants and great networking!

Just a quick note to say thank you to you all for a wonderful experience at Mixed Reality 2018. From the great venue to the super-efficient conference organsation to the smooth flow of discussion and engagement, it was an absolute pleasure to be involved. 

I also want to add that I was seriously impressed by the quality of the content this year. It’s rare to attend an event where every speaker is at the top of their game, but Mixed Reality achieved this. The excellence and thought-leadership demonstrated by all of the presenters was hugely inspiring.

It feels that we’ve come a long way with this topic in ten years, and the fact that we have done so is very much thanks to the commitment of Mixed Reality."

Martin Cuff, Consultant and one of the speakers


mixed reality 2018Orvar Säfström - moderator at Mixed Reality 2018

mixed reality 2018Judith Webb from Tourism Northern Ireland speaking at Mixed Reality 2018

Previous years

Publicerad 2017-09-25, Uppdaterad 2020-07-15