The Association of Film Commissioners International (AFCI) is back in Cannes with an important event that promises to shape the future of screen tourism. The AFCI’s second annual Global Film Commission Network Summit, held on 17 May as part of Cannes’ Marché du Film, will feature the presentation of the industry’s first comprehensive playbook aimed at expanding global screen tourism.

The “Screen Tourism Stakeholder Matrix and Best Practices Guide,” a global film location database and screen tourism destination developer developed in collaboration with SetJetters is set to become a key resource for film commissioners and industry professionals worldwide. The guide outlines practical strategies for maximizing the economic and cultural benefits of screen tourism, a rapidly-growing sector often underutilized in the broader film production landscape.

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The AFCI Summit will bring together a wide array of stakeholders, including film commissioners, producers, and tourism experts, to explore the evolving role of film commissioners in global production. The summit aims to highlight the economic potential of screen tourism, showcasing how film locations can become significant cultural and tourism destinations while simultaneously enhancing local economies.

“As we celebrate AFCI’s 50th anniversary, our collaboration with the Marché du Film highlights the power of global partnerships in shaping the future of the film industry,” said AFCI executive director Jaclyn Philpott. “The Summit is a catalyst for collaboration and innovation across the industry, including screen tourism, which is a powerful yet under-leveraged driver of economic and cultural growth.”

Echoing this sentiment, Marnie Gee, Board Chair of AFCI and BC Film Commissioner at Creative BC, stressed the importance of collaboration, stating: “By bringing together film commissions and industry leaders from across the world, we’re creating opportunities for meaningful collaboration and knowledge-sharing that will shape the future of screen tourism and production on a global scale.”

Guillaume Esmiol, Executive Director of the Marché du Film, further underscored the importance of this summit, saying: “We’re proud to support AFCI’s return to the Marché du Film with this unique and impactful summit. Film commissioners are essential to the global screen sector economy, acting as a key driver for making film and TV production possible around the world.”

The playbook’s practical steps focus on creating sustainable tourism models, fostering collaboration between film offices and local stakeholders, and offering best practices from global destinations such as New Zealand and Greece. It is designed as both a reference tool and a guide for actionable strategies in developing screen tourism initiatives, ensuring that locations can leverage their cinematic appeal for long-term benefits.

The 2025 AFCI Summit will take place on 17 May from 14:30-17:30 and will feature a series of panels and case studies highlighting the best practices in screen tourism, with discussions on regional screen sector development, film tourism collaborations, and more. Among the highlights are sessions on AFCI’s Best Practices in Screen Tourism, partnerships driving regional screen sector and community development, and a case study on the production model behind last year’s Cannes breakout film, The Substance.

Some of the confirmed speakers include Nicolas Royer, producer at Voulez-Vous Productions; Anne Seibel, Oscar-nominated production designer; Inya Lawal, founder of Africa Creative Network; and Andria Wilson Mirza, director of international programs at Women in Film L.A.

The summit will also feature film commissioners from around the world, representing regions including Europe, South America, the Caribbean, Asia, Canada, the Middle East, and the US. The industry experts will share their experiences and insights into how film commissions can best support screen tourism and strengthen regional economies.