How EMEA Streaming Exec Moves Shape the Next Wave of On-Screen Destinations

Hook: Why creative leadership at Disney+ EMEA matters for travelers and location hunters

Travelers and creators have a common frustration: generic guidebooks and recycled shoot lists that miss the next photogenic town before it becomes overcrowded. When commissioners at platforms like Disney+ EMEA change, the ripple effects reach far beyond TV ratings — they reshape which European streets, coastal villages and industrial backdrops become global travel magnets. If you want to catch the next wave of film tourism before it peaks, you need to read creative moves the same way you follow weather models.

The 2026 context: why late-2025 promotions are a destination signal

In late 2025 and early 2026 the commissioning landscape in Europe tightened and sharpened. Angela Jain’s early decisions after taking the role of Content Chief included promoting four executives across the EMEA slate — notably elevating Lee Mason (known for commissioning Rivals) to VP of Scripted, and Sean Doyle (overseer of Blind Date) to VP of Unscripted. That personnel shift is more than corporate housekeeping: it recalibrates commissioning tastes, risk appetite, and the logistical priorities the teams will demand from locations across Europe.

Why personnel equals place

Commissioners shape story selection, and story selection demands specific kinds of places. A VP who favors intimate, character-led dramas will search for different filming environments than one who prioritizes spectacle or large-scale period work. Because promoted execs bring both creative preferences and established production contacts, their rise signals what kinds of European towns are likely to be scouted and ultimately turned into on-screen destinations — the very places that will start to appear in travel feeds and itineraries in 2026 and 2027.

What Mason and Doyle's promotions suggest about future on-screen travel

Lee Mason built weight with scripted hits like Rivals, which married strong ensemble storytelling with grounded, community-rooted settings. That track record indicates a likely push toward:

• Regional industrial towns with strong local identity — places with layered histories, stadiums and community centres that can double as character anchors.
• Short-run, high-impact series — limited seasons that spotlight local cultures, creating concentrated bursts of film tourism.
• Authentic, non-studio streetscapes — producers will seek towns that can pass as ‘lived-in’ without heavy set dressing.

Conversely, Sean Doyle comes from an unscripted background that includes social-format hits. Expect an uptick in shows that use place as a co-star — dating shows, social experiments, and travel-adjacent formats that send cast and crews to visually distinctive small towns and island communities. This has direct implications for destinations:

• Picturesque islands and coastal towns — easy to turn into escapist settings with built-in tourism appeal.
• Well-connected yet offbeat regional hubs — towns that offer stylish local hospitality and can host production teams with minimal infrastructure investment.
• Event-based filming opportunities — festivals, local sports, and markets that make natural episodic beats for unscripted formats.

Which European towns and regions are likely to become the next must-visit filming locations

Combining the commissioning signals with ongoing 2026 trends — increased regional incentives, sustainability demands, and AI-aided location scouting — the following types of places are well-positioned to benefit.

1. Secondary Northern English Cities and Post-Industrial Towns

Why they matter: Scripted dramas that need gritty authenticity will continue to favour towns with industrial architecture, football culture and tight-knit communities. Expect renewed interest in places beyond Manchester and Liverpool — smaller Northern towns offering strong local crews, affordable logistics, and unique stadiums or factory backdrops.

What travelers will see: intimate neighborhoods, gastropubs, mural-covered streets, and new bespoke walking routes marketed as “on-screen trails.” Local visitor experiences will trend toward storytelling-led tours and community-run workshops.

2. Iberian Secondary Coasts (Portugal's Atlantic towns & Spain’s Valencia-Murcia corridor)

Why they matter: Lower production costs, vibrant light and UNESCO-recognised cultural assets make these coastlines irresistible for both scripted and unscripted teams. Unscripted dating or lifestyle shows can simultaneously showcase beaches and heritage towns — giving producers a dual visual palette.

What travelers will see: surge in boutique coastal stays, curated food trails tied to shows, and pop-up visitor centers offering behind-the-scenes content.

3. Baltic & Black Sea Small Cities (Estonia, Latvia, Bulgaria Romania coastal towns)

Why they matter: Robust tax incentives, English-speaking crews, and a hunger to attract international production dollars. These regions are emerging as flexible “standing sets” for European creators looking for authentic medieval, Soviet-era, and seaside aesthetics in one trip.

What travelers will see: themed packages combining on-location tours with local storytelling, plus seasonal surges in niche photography workshops capitalising on unique light conditions.

4. Southern Italy (Puglia, Calabria) and Greek Island Alternatives

Why they matter: Productions looking for dreamy sun-drenched backdrops with village authenticity will expand beyond Santorini and Amalfi. Unscripted formats and romantic dramas will search for lower-density islands and rural villages that feel ‘undiscovered’ on camera.

What travelers will see: more experiential stays, agri-tourism tied to filming locations, and itineraries sold as “as-seen-on-TV” months before mass tourism arrives.

5. Central and Eastern European Historic Hubs with Modern Logistics (Krakow, Brno, Vilnius)

Why they matter: These cities offer a blend of well-preserved architecture and film-friendly services. They’re increasingly used when producers need period streetscapes with reliable crew infrastructure and good flight connections to Western Europe.

What travelers will see: museum exhibits or walking tours that highlight filming spots alongside historical context — useful for culture-minded visitors and photo-adventurers.

2026 production and destination trends that amplify film tourism

Several macro trends converging in 2026 increase the odds these places will be chosen and then promoted as travel destinations.

• Localized storytelling: Streamers are doubling down on regionally specific narratives to differentiate global catalogs — that drives more shoots in small towns with unique cultural signatures.
• Incentives and co-productions: Many European nations have expanded cash rebates and simplified co-pro frameworks in 2025–2026 to attract streaming projects, making less obvious locations financially attractive.
• Sustainability and “green shoots” policies: Producers increasingly prefer locations with clear sustainability plans and accommodation for low-impact filming; eco-conscious towns gain an edge.
• AI-assisted scouting: New tools launched in 2025 allow art departments and location scouts to simulate shoots digitally, fast-tracking secondary towns into consideration lists.
• Short-event windows: Limited-series and event-style unscripted formats mean locations can host visible shoots in compact timeframes, generating concentrated film tourism spikes rather than slow growth.

Actionable strategies for travelers, local DMOs, and creators

Here are specific steps each group can take to surf the next wave of on-screen travel as Disney+ EMEA’s commissioning slate evolves.

For travelers and photo-adventurers

• Follow commissioning news, not just show announcements: Track executive moves and commissioning briefs (companies often release lists of green-lit pilots). Promotions like Mason’s and Doyle’s are predictive signals.
• Monitor local film office feeds: Regional film commissions announce permits and welcome kits faster than mainstream outlets — subscribe to mailing lists for alerts.
• Book flexible itineraries: If a town is used for a limited-run series, plan to visit during off-peak filming windows to capture both the on-screen sites and local life.
• Create responsible content: When you post, tag local businesses and share sustainable travel practices to avoid overtourism pressures.

For destination marketers and local DMOs

• Build a location-ready portfolio: Produce short reels and logistical kits (maps, drone clips, accommodation lists) that answer crew questions instantly. In 2026, speed wins projects.
• Highlight green credentials: Add certifications, waste-management plans, and transport strategies to your pitch. Commissioners now factor sustainability into location choices.
• Offer modular incentives: Short-term rebates or in-kind support for community liaison roles can tip decisions toward your region.
• Design “as-seen-on-screen” experiences: Create itineraries and photo-op routes that protect neighborhoods while offering memorable visitor interactions.

For travel creators and local guides

• Produce preemptive content: If you suspect your town may be on a commissioner’s radar, publish high-quality “location scouting” content that producers can find — short reels, high-res photos, and floorplans of public spaces.
• Pitch collaboration packages: Approach local film offices with proposals to lead official on-set tours or BTS content for streaming partners.
• Monetize responsibly: Offer workshops (photography, storytelling) tied to filming sites and share revenue with local stakeholders.

Case-study style examples: How a commissioner’s taste turns places into destinations

Look at the pattern behind several recent European hits: a commissioner with a taste for ensemble character work greenlit a drama filmed in a mid-sized regional town; the show’s authenticity led to local shops featuring in episodes; within 12 months, the town launched guided walks and saw a measurable uptick in boutique bookings. The same is likely to happen when script-led commissioners like Lee Mason pick projects that foreground community spaces.

On the unscripted side, programs set in photogenic coastal villages often generate immediate spikes in Airbnb searches, local restaurant bookings, and direct social media traffic. Producers like Sean Doyle, who scale unscripted formats, tend to favour towns where local businesses can be integrated into episodes — creating clear commercial pathways for DMOs to partner and monetise responsibly.

Risks and responsible practices

Film tourism carries benefits — economic injection, year-round visitors, content opportunities — but it can quickly harm communities if unmanaged. As destinations prepare for likely spikes tied to Disney+ EMEA’s commissioning direction in 2026, stakeholders must plan for:

• Capacity management: Keep visitor numbers aligned with local resources; create booking windows for popular tours.
• Community consent: Engage residents early; ensure revenue-sharing or community benefits are baked into visitor experiences.
• Conservation protocols: Protect fragile sites by routing tours and restricting high-impact activities near sensitive areas.

How to spot the next on-screen town — a quick checklist

Use this practical checklist to identify places likely to trend once Disney+ EMEA’s new commissioners greenlight projects.

1. Visible incentives: Does the region offer rebates or production support announced in 2025–2026?
2. Authentic, diverse vistas: Can one small area convincingly stand in for different locations?
3. Logistics readiness: Are there reliable crew houses, catering options and transit links?
4. Community buy-in: Is there evidence local leaders and businesses welcome filming?
5. Local storytelling assets: Festivals, sports clubs, and unique trades that make easy episodic beats.

Future predictions: 2026–2028 — what to expect next

Based on the creative leadership shifts at Disney+ EMEA and wider industry signals, expect the following over the next 24 months:

• More experimentation with mixed-format shows — hybrid scripted-unscripted projects that use local landscapes as narrative anchors will grow.
• Faster, data-driven scouting — AI will shortlist candidate towns, but human commissioners will still choose where stories need soul.
• Micro-tourism becomes a formal strategy — DMOs will design micro-experiences around scenes rather than full-city tourism campaigns.
• Community-first filming contracts — expect template agreements that guarantee local employment and revenue shares to become standard.

Final takeaways — what travelers and stakeholders should do now

Disney+ EMEA’s promotions are a clear signal: script-driven, regionally authentic stories and unscripted, place-integrated formats will both rise in importance. If you’re a traveler, creator or DMO, prioritize speed, authenticity and sustainability. Build digital location kits, stay plugged into commissioning announcements, and design experiences that protect the places you love while making them accessible to new audiences.

Key actionable items: subscribe to local film office alerts, build a short location reel, plan community-first visitor experiences, and prepare quick logistics packets for scouts.

Call to action

Want a ready-made toolkit? Subscribe to our 2026 Film Tourism Playbook for DMOs and creators — it includes pitch templates, a location readiness checklist, and a calendar that tracks likely commission windows from Disney+ EMEA and other streamers. Be the first to turn an executive promotion into a lasting local opportunity.

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