Local Voices: Interview with a European TV Commissioner on Creating Shows that Drive City Tourism

Hook: Tired of generic itineraries? Here’s how TV shows can turn a neighborhood into your next unmissable trip

Too many travel choices, not enough time, and second‑hand reviews that feel unreliable—sound familiar? In 2026 the smartest travel planning doesn't just follow guidebooks; it follows stories. Local content—TV series, reality formats, and shorts made for regional audiences—has become a top driver of city tourism. We spoke with a promoted European TV commissioner to unpack how commissioning decisions shape neighborhoods, what to visit now, and how to travel smarter around the on‑screen hotspots.

Quick takeaways

• Local shows equal local footfall: well-placed scenes and authentic use of a neighborhood spark guided tours, cafés revamps, and pop‑up commerce.
• Look beyond landmark tourism: commissioners aim for texture—markets, apartments, alleys—that create sustainable neighborhood interest.
• 2026 trends: AI-assisted location scouting, virtual production hubs, community benefit agreements, and sustainability standards are changing how productions and cities collaborate.

About our guest: a commissioner for the streaming era

For this creator spotlight we interviewed Elena Moreau, a recently promoted commissioner at a major European streaming platform—her role is similar to the commissioning moves seen at platforms like Disney+ EMEA in late 2024 and the executive reshuffle stories that continued into 2025. Elena oversees scripted originals across several European territories and is focused on shows that are culturally rooted yet globally appealing.

Q&A: How commissioning choices turn TV into tourism

Q: As a commissioner, how do you think a show affects city tourism?

Elena: A show is a multi‑layered invitation. When you film in a real bakery, square, or tenement building, viewers start to map the world they saw into the real city. That curiosity becomes a visit. For many regions, a single hit series can bring new guided tours, boutique hotels, and local entrepreneurs—cafés with show‑inspired menus, pop-up exhibitions, curated walking routes. The effect is strongest when the production treats the neighborhood as a character, not just a backdrop.

Q: Any concrete examples you point to when pitching a project?

Elena: I often reference the modern examples from the last decade where television shaped place identity—both positive and cautionary tales. Northern Ireland and Dubrovnik (from Game of Thrones) are textbook examples of TV boosting tourism; local tour ecosystems sprang up quickly. More recently, in cities across Europe, smaller‑scale commissions have made big local cultural impacts: a serialized drama set in a Barcelona barrio can lead to walking tours, food trails, and even market day scheduling shifts when demand spikes.

Q: How does a commissioning decision account for neighborhood impact?

Elena: Today we bring social and economic impact into the table from day one. When green‑lighting a show, we ask: which neighborhoods will be used? What are the local businesses and communities there? Can we hire local crews, extras, and caterers? In 2025–26 the norm has shifted—commissioners now include community benefit agreements in contracts and prioritize productions that commit to local hiring, noise mitigation, and minimal disruption. That way, production boosts the economy without overwhelming everyday life.

"Good commissioning is about place stewardship as much as storytelling. The best shows leave the neighborhood better off than they found it."

Q: Are there production hubs you look to when aiming for neighborhood authenticity?

Elena: Absolutely. Some cities are now recognized production hubs—London, Manchester, Belfast, Lisbon, Barcelona, Budapest, Prague, and parts of Italy like Matera or the Lazio region. But hubs don't just mean studio space. They mean local crews, post‑production houses, tax incentives, and civic partners. In 2026 we're seeing hybrid models: a series may shoot exterior neighborhood plates in Lisbon’s Alfama for authenticity, film interiors on LED volumes in a Madrid studio, and finish post in Prague. That mix is powerful for storytelling and keeps money circulating across regions.

Q: How do streaming platforms like Disney+ EMEA influence local tourism through commissioning?

Elena: Big platforms bring scale and marketing muscle. When Disney+ EMEA and others promote local commissions, they amplify the visibility of neighborhoods across borders. Their premieres, talent events, and press tours spotlight locations for millions of subscribers. But with scale comes responsibility—platforms increasingly require productions to demonstrate plans for local engagement and responsible tourism messaging in marketing to avoid overtourism of fragile neighborhoods. Producers should couple premieres with an activation playbook that benefits locals rather than overwhelms them.

Q: What are the newest trends in 2026 production that travelers should know about?

Elena: A few standouts:

• AI-assisted location scouting: tools can analyze thousands of geo‑tagged images to match a script's vibe to real streets faster than ever — pairing algorithmic scouting with in-person checks is vital.
• Virtual production and LED volumes: reduce location footprint and make it possible to recreate neighborhood interiors without heavy site use. See LED kit reviews for options producers are choosing in 2026.
• Sustainability certifications for shoots: many cities now require carbon reporting and waste plans for permits — ESG-aware toolkits and lighting choices matter.
• Community benefit clauses: formalized agreements ensuring filming brings tangible upside to locals — a practice now standard in many commissions.

Where to visit now: Neighborhood travel recommendations

Below are neighborhoods that have seen tangible lifts from local content in recent years, paired with what to do there to experience the on‑screen impact. These picks are practical for short trips and weekenders—perfect for time‑poor travelers.

London — Shoreditch & King's Cross

• Why: A perennial location for British series; mix of street art, creative hubs, and markets featured in dramas and unscripted shows.
• Do: Take a guided street‑art and TV locations walking tour; have coffee at cafés that appear in episodes; visit local markets in the morning to beat crowds.

Belfast — Titanic Quarter & Cathedral Quarter

• Why: TV productions have transformed parts of Belfast into set pieces, creating film‑focused tours and new museum tie‑ins.
• Do: Join a behind‑the‑scenes walking tour; sample local pubs where cast members have dropped in during shoots.

Lisbon — Alfama & Belém

• Why: Portuguese dramas and docuseries have spotlighted the city’s tiles, fado houses, and riverfront, driving interest in micro‑neighborhoods.
• Do: Book a fado evening in Alfama, visit the riverside cafés in Belém, and choose a local guesthouse to support small hospitality businesses.

Barcelona — Poblenou & Barceloneta

• Why: Productions focused on modern life, tech scenes, and seaside narratives often use these neighborhoods for authentic urban textures.
• Do: Walk the beachside routes, eat at local tapas bars featured in culinary shows, and pick a neighborhood guide who can show filming spots.

Matera & Southern Italy — Sassi and historic centers

• Why: Smaller series and co‑productions choose these striking locales for their cinematic authenticity; results are increased boutique stays.
• Do: Stay in a converted stone guesthouse, book a local history walk, and buy from artisans to keep economic benefits local.

Dubrovnik & Coastal Croatia

• Why: Though popular earlier, carefully managed TV tourism models in 2025–26 have shifted to promote off‑season visits and lesser‑known coves.
• Do: Travel off‑peak, take sustainable boat tours, and choose certified local guides.

Practical checklist for travelers who want to experience TV‑driven neighborhoods

1. Do your timing right: Check local filming calendars and avoid shooting days to reduce disruption for residents and yourself.
2. Book local guides: They provide context on locations and help route you to genuine local businesses that benefit from your visit — see approaches in makers and night market programs.
3. Support small businesses: Eat at cafés, buy from artisans, and book neighborhood guesthouses rather than chain hotels.
4. Travel off‑peak: Visit outside of premiere weeks or festival periods—this helps manage tourist surges and gives a more authentic experience. For microcation timing tips, see the flash sale survival guide.
5. Respect residents: Keep noise down, avoid trespassing on private properties, and follow local signage—fame shouldn't mean entitlement.
6. Use public transport or walk: Many on‑screen neighborhoods are compact and best explored on foot or by bike.

Actionable advice for creators, commissioners, and city officials

Commissions that aim to boost city tourism need a playbook. Here are practical steps backed by the trends shaping 2026.

For commissioners and producers

• Embed a neighborhood impact plan in the budget: allocate funds for local hire, temporary infrastructure, and a community liaison. See playbook examples in the micro-events revenue playbook.
• Use AI scouting as a first pass, then confirm with in‑person recce to preserve local nuance.
• Partner with local tourism boards early for coordinated messaging that encourages sustainable visits and consider compact home studio solutions when production budgets are tight.

For city officials and tourism boards

• Create clear filming permit pathways and sustainability checklists so productions can comply quickly and ethically; ESG-aware lighting kits and procedures are worth including (LED & ESG lighting).
• Offer incentives for productions that commit to local crew quotas and community programming (workshops, screenings, pop‑ups).
• Develop official tours and materials that direct visitors to spread across neighborhoods, avoiding overtourism hotspots. See activation approaches in the activation playbook and local pop‑up strategies in the micro-events playbook.

Future predictions: What 2026 tells us about the next five years

Streaming platforms will continue to invest in local content through and beyond 2026—but the nature of that investment will evolve.

• Hyper‑local authenticity: Audiences crave textured, place‑specific stories. Expect more miniseries that spotlight micro‑neighborhood life.
• Decentralized production economies: Regional post and VFX houses will win more work as productions look to distribute economic benefit.
• Responsible promotion: Marketing will increasingly include sustainable travel messaging and partner with local stakeholders to manage flows.
• Immersive travel tie‑ins: Augmented reality city trails and show‑linked pop‑ups will let travelers experience scenes without straining neighborhoods — see micro‑event playbooks for safe implementations.

Closing: A traveler's checklist and final thought

If you want to let TV shows guide your next trip, keep this short checklist handy:

• Check when the show premiered and whether there are official tours.
• Book local experiences and eat where locals eat.
• Travel off‑peak and be mindful of residents.
• Support sustainable tour operators and certified guides.

Elena's last note: "When done right, local content not only tells a better story—it helps a neighborhood write its next chapter. Travel there thoughtfully and you'll see the impact up close."

Call to action

Want curated, up‑to‑date neighborhood itineraries tied to the latest European shows? Sign up for our weekly guide, where we map on‑screen locations, list sustainable tours, and highlight local spots that benefit from the stories you love. Visit our Creator Spotlights section for more interviews with commissioners and creators shaping city tourism in 2026.

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