Resumo: This research examines the strategies used to promote film tourism through an analysis of the media representation projected in the press. A quantitative and qualitative analysis of news published in national media and in the Spanish language is carried out. The analysis period runs from January 1, 2015 to December 31, 2016. The content search is carried out for all Spanish media using the Factiva® database. The textual analysis of the published contents is carried out using the T-LAB software. The results reveal that in 2015 and 2016, as a result of the filming of the series 'Game of Thrones', there was an increase in the notoriety of the destination brand in different regions of the national territory. The analysis of the 2015-2016 sub-period, based on 419 records, reveals strategies designed especially from the public sector, which act as strategies for driving film tourism on the media agenda.
