Film i Skåne and the City of Ystad proudly presents:
Mixed Reality Scandinavia
Where film meets reality
Mixed reality is a collaboration between Film i Skåne, Film London and the city of Ystad 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 5-6th of September
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.
Speakers
Moderator
Andrea Reuter
The importance of Screen Tourism for Scotland’s Visitor Economy
Visit Scotland
Jenni Steele
Wild Isles
The Programme and the Campaign
National Trust
Harvey  Edgington
How Has the Thin Blue Line Affected Malmö and the Hospitality Industry?
Malmö City
Karin Tingstedt
How Has the Thin Blue Line Affected Malmö and the Hospitality Industry?
Malmö Live
Jens Lyckman
Catching the Big Fish
Acail and Skye
Allison Williams
​Our Castle is Your Castle
National Property Board
Martina Hedvall
​Screen Tourism: How valuable is it?
Olsberg SPI
Eleanor Jubb
Narvik Center
Michelle B. Opshaug
Screen Tourism on War History in Northern Norway
Olsberg SPI
Johanna Forsman
Turning destinations into playgrounds for your imagination
Words from the hosts
It feels fantastic to announce another edition of Mixed Reality Scandinavia on 5-6 September 2023. 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
Hålla Samman
"HÅLLA SAMMAN" is a Swedish TV dramedy following the contrasting lives of sisters Lina and Petra and their families in Ystad. Lina, with a big heart but impulsive nature, and Petra, the responsible older sister who carries the weight of everything and everyone. Despite their differences, they excel at resolving conflicts swiftly. Their father Kenneth, a tough yet loving man, runs a car workshop and shares his life with his loyal companion, Heaven the dog. When Kenneth is diagnosed with Alzheimer's, the sisters' lives are disrupted. Emotions fluctuate between sadness, anger, resilience, and laughter. They must take action, but Lina and Petra strongly disagree on the course of action. Amidst it all, they realize the importance of seizing the present moment.
