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?

Dear guests, we have to inform you that we have decided to move the Mixed Reality conference due to health circumstances within the organisation.
The new date will be December 3rd 2020, but with the same speakers and programme.
See you then, it will be a fantastic conference.....

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.

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.
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.

Mixed Reality Studio Sessions – conference for film and fiction tourism 2020

Thursday December 3rd at 2 pm - 4 pm
Welcome to Mixed Reality Studio session live - register here!

This year it will be as usual but still not ...... we have met you all in person for the past 11 years and instead of cancelling the conference for safety reasons, we will create a digital version for you.

On November 11 we welcome some of our favourite speakers who will present what’s new and of course how the current pandemic has affected film tourism in their operations.
Our host in Ystad Studios Visitor Center is Mikael Svensson, Head of Southern Sweden Film Commission, who together with our digital host Martin Cuff will guide us through the program where you will learn more about Tove Jansson and Moomin festival in London and about the work of National Trust in the UK. You will meet Storytourist, a company that started out in London but is now launching new products in Sweden. You can travel with us to New Zealand and experience the situation there before, during and after Corona.

In addition, we will launch the five nominees of the EUFCN Location Award 2020.


  • Jack Löfving, Ystad Studios Visitor Center, Sweden
  • Johanna Forsman, Storytourist, Malmö, Sweden
  • Stefan Roesch, Filmquest, New Zealand
  • Alison Williams , Tove Jansson and Moomin festival in London
  • Harvey Edgington, National Trust UK

So ... sign up, sit back, connect to Ystad Studios Visitor Center and listen, interact, be inspired and have fun.

Publicerad 2020-09-25, Uppdaterad 2022-11-24