Film i Skåne and Ystad Municipality presents:
Mixed Reality Scandinavia
Where film meets reality
Mixed reality is a collaboration between Film i Skåne, Film London and Ystad Municipality to share knowledge on fiction tourism and destination development. Our aim is to discuss the best practice available in the field by inviting the most skilled speakers and focusing on areas like new technology and changes in local and regional policies. With good examples of strategies and efforts where literature, film and other fiction create product and destination development, we deepen our knowledge and expand our opportunities. This year we welcome you to Ystad on the 11-12th of September
Speakers
Join us at Ystad Studios for two inspiring days dedicated to exploring how film and storytelling shape destinations, attract visitors, and build lasting cultural value. The moderator Orvar Säfström will guide us through international case studies, creative insights, and industry dialogue and we’ll examine the powerful link between screen stories and place-based tourism.
Adrian Wootton
Film London
Harvey Edgington
National Trust
Andrea Reuter
Moomin World
Jack Löfving
Ystad Studios Visitor Center
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Christian Gerlach
International fanbase
Johanna Forsman
StoryTourist
Emma Wilkinson
Visit Britain
Pär Israelsson
Destination Karlskrona
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Ystad
Since the success of the Wallander films in the early 2000s, the city of Ystad got known as one of the best Swedish cities for film tourism. Walking through the narrow streets, you can find and enjoy the classic Wallander cakes made by the local bakeries while trying to spot all the locations of the films. Walk a little further to the old military base, and you will find the Ystad Studios Visitor Center, where you can step into Wallander's office, as well as many other classic sets from Swedish film and tv.
Words from the hosts
It feels fantastic to announce another edition of Mixed Reality Scandinavia on 11-12 September 2025. I am really looking forward to meeting all the lecturers and participants in Ystad in the autumn.
In my travels as a newly employed film commissioner back in 2008, I realised that many of my international colleagues worked with fiction tourism in different ways. At the same time, I met a great interest in Ystad municipality's work with fiction tourism and was asked by Ystad to keep my eyes open for inspiring activities elsewhere in the world.
In a conversation with the then municipal council in Ystad municipality, we came up with an idea to create a meeting place in Ystad with presentations and discussions about fiction tourism in focus.
The first Mixed Reality Scandinavia conference was held at Ystad Saltsjöbad in September 2009 and has since been held in Malmö, Karlskrona and London in addition to Ystad. Nowadays, the event takes place in close collaboration with Film London and we will alternate hosting so that the conference takes place every two years in London and Ystad.
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Head of Southern Sweden Film Commission
Mikael Svensson
Head of Tourism Ystad
Marie Holmström
