Audio-visual production is an important source of economic, media and tourist spin-offs for the territory which knows how to take advantage of it (accommodation, equipment rental, employment for technicians, etc.). Nevertheless, the film tourism sub-sector, or in other words the enhancement of the territory for and through the intermediary of audio-visual production – is a perfectly new venture for the countries around the Mediterranean which possess, however, considerable natural, human and technical resources. The MovieMed initiative has thus undertaken to promote the assets of the Mediterranean for audio-visual and to stimulate the introduction of a suitable strategy by the local territorial players. The MovieMed meetings 2010 and 2011 encouraged new public-private cooperation and for the first time enabled the players from the tourist sector and those from the Mediterranean cinema to develop common collaboration. MovieMed also enabled the previously unheard of in the Mediterranean attribution of film tourism grants to a production which enhances a territory and to a territory which developed a specific film tourism communication