The event was dedicated to the mutual benefits and interconnection between tourism and the film industry. Guests from New Zealand, Germany, Great Britain, Sweden, Spain and Poland analyzed opportunities for the region’s development created by film production. Ian Brodie, photographer and author of "The Lord of the Rings Location Guidebook", talked about the boom of set-jetting – the trend of travelling to destinations that are first seen in movies. In relation to this, conference participants also discussed the phenomenon of immense popularity growth of Polish town Cichow after Andzrej Wajda’s film Pan Tadeusz.

A special attention was dedicated to the shooting of Schindler’s List on locations of Krakow. 2013 marks the 20th anniversary of the classic Steven Spielberg’s movie, as noted by Magdalena Sroka, deputy president of Krakow. An evening screening of Schindler’s List in Cinema Pod Baranami concluded the conference.