Off the Beaten Path: The Hidden European Shoot Locations

It can be tempting to rely on tried-and-tested familiar destinations, knowing that they can be reliable for location shoots, but there are many hidden gems to consider in Europe that might just rival that aesthetic and price tag that could transform the shoot beyond expectation.

We’ve spoken with some European production service companies to find out about some of their current hidden gems. From the volcanic microclimates of the Canary Islands and the architectural chameleons of Poland and Croatia, to the highly competitive, tech-forward hubs of Slovenia, Slovakia, and Madrid, these are the regions quietly proving that world-class execution doesn't have to require a world-class budget.

Julia Weichinger, owner and CEO at Global Production Network

With more than 30 years of first-hand experience producing shoots around the world, and through GPN's trusted network of carefully selected production partners across more than 100 countries, we're seeing a clear shift in where international productions are heading.

One market that deserves far more attention is Bratislava in Slovakia. It offers experienced crews, diverse locations, excellent value, and a highly collaborative production culture. At the same time, Prague is quietly making a comeback. With world-class crews, outstanding infrastructure, and far more competitive pricing than in recent years, the Czech Republic is firmly back on producers' radar.

We're also excited by Estonia's rapid investment in virtual production, positioning it as one of Europe's most forward-thinking production destinations.
The future belongs to agile markets that combine creativity, innovation, trusted local expertise, and exceptional value, exactly the trends we're seeing across the GPN network every day.

Gordon Mackinnon, managing partner at Twentyfour Seven

Madrid is Spain’s best-kept production secret. When international productions think of Spain, they almost always picture Barcelona or Mallorca. Madrid rarely enters the conversation, and that’s precisely what makes it so exciting.

Over the past decade, the Spanish capital has quietly become one of Europe’s most vibrant creative cities. A wave of international talent has transformed it into a cultural melting pot, rich in energy, diversity and fresh perspectives. With more than three times the population of Barcelona, it offers an exceptional casting pool and an astonishing range of locations, from grand boulevards to contemporary neighbourhoods, often doubling convincingly for cities around the world.

Then there’s the light. Madrid enjoys some of Europe’s clearest skies and most reliable weather, making it as practical as it is beautiful.

The directors who know Madrid keep coming back. They understand what many still overlook: that it’s one of Europe’s most versatile and inspiring production cities hiding in plain sight.

Jozef Pavleye, founder and executive producer at Pavleye

We've been shooting in Slovenia for years, and we kept coming back, until we decided it was time to open a production office there, in addition to our Prague office. Within a remarkably compact territory, crews can move from alpine peaks to lakes, forests, historic towns and the Adriatic coast in a single day. That landscape diversity lets productions capture multiple distinct looks without the travel time or cost of hopping countries. Crews rival those in Europe's established hubs, tax incentives are generous, and permitting is refreshingly smooth, thanks to government and city authorities keen to attract productions. Because it remains under the radar, budgets stretch far further here than in saturated markets. But what truly sealed it for us was the people: having our own team on the ground now, built on years of trust with the country.

Attila Horváth, service producer at Abroad Films

Croatia is not the first country that comes to mind when someone briefs a commercial shoot in Europe - but here we are.

With Abroad Films we recently serviced a Waterdrop campaign in Croatia, directed by Alex Brown for Unit9 Films. The Istrian peninsula gave us everything the brief asked for without bending the landscape to fit. Mediterranean light, coastal texture, and a crew that moved fast and spoke the language.

For film and TV, Croatia offers a 25% cash rebate on qualifying spend, with up to 30% in less-developed regions. EU member state, direct flights from major hubs, amazing crews. But the real pull is the range. Istria alone can double for the Italian countryside - stone villages, cypress-lined roads, rolling vineyards - at a fraction of what you'd pay in Tuscany. Go south and you've got Dubrovnik, Split, the islands. Go inland and Zagreb gives you Central European architecture that could pass for Vienna or Prague.

We've been servicing productions in Hungary and Bulgaria for years. Croatia is the obvious next chapter.

Izaskun Montilla, producer at Boudika

Some of the most interesting production destinations are the ones that rarely appear on the original moodboard. In our experience, the Canary Islands is one of those. While they are often associated with tourism, many clients are surprised to discover how versatile they are for commercial filmmaking.

The biggest advantage isn't just the year-round sunshine – it’s the variety. Within a short drive, or a quick flight or ferry between islands, you can move from volcanic landscapes and lush forests to dramatic coastlines, deserts and mountain roads. The islands can easily double for very different parts of the world, from arid desert environments and volcanic landscapes to tropical forests, coastal locations and urban settings. This gives productions the flexibility to cover very different visual requirements without the need for long-distance travel, while still being just a few hours' flight from any major European city.

Most of our international clients are genuinely surprised by how much they can achieve here. We see this on almost every production. A good example is the series of campaigns we serviced for the American outdoor brand Merrell. The brief required a wide range of terrains and landscapes within just a few shooting days, and Tenerife delivered exactly that. The island made it possible to achieve very different looks and locations within a short timeframe, without losing valuable shooting time on long transfers between locations.

Tenerife has also developed a strong production ecosystem, with experienced local crews used to working with international teams and the infrastructure to support ambitious shoots.

For productions looking to maximise creative possibilities without sacrificing time or budget, the Canary Islands offer a rare combination of visual diversity, reliable conditions and production efficiency, all within a single destination. After years of working with international clients, we continue to see how much more the islands can offer than people initially imagine.

Marcin Nowak, head of service production at Lucky Luciano

At the risk of sounding a little biased, I’ve rediscovered Poland a while back as one of Europe’s best-kept production secrets.

I spent years producing across Europe and overseas before taking the helm of Lucky Luciano’s service production. Looking at Poland through the eyes of international clients made me realise just how much we have to offer… World-class crews, outstanding craftsmanship, incredible flexibility and a genuine attitude.

One project stands out. A Spanish production company originally planned to shoot in four different European cities to achieve the right visual diversity. In the end, we shot everything in Warsaw. The city doubled for multiple European locations so convincingly that the schedule grew from three shooting days to six.

What impressed our clients even more than the locations was the people. Our crews stayed calm, solved every challenge and supported each other through every unexpected twist. That level of professionalism makes it easy for us, as a service producer, to be supportive to international producers and clients, because we know we can always count on the team behind us.

For me, that’s Poland’s greatest competitive advantage. It’s not just the locations. It’s the people who make filming here such a pleasure.

Julia Bidakowska-Andren, head of production/EP/partner at Tango

When a new script lands on a producer’s desk, the mental map of Europe usually looks the same. If you need stunning historical streets, you think of Prague. If the budget is razor-thin, you look to Belgrade or Bucharest.

Poland often gets left in the middle. It is highly accessible, has incredible studio facilities, and boasts some of the best set construction crews in the world. Yet, international producers don't always think of it first.

What the producers usually are now aware of is how diverse the polish natural landscape is. In a single country, you have access to:

White Sand Beaches: The Baltic coast in the north has miles of wide, sandy dunes that easily double for Scandinavia or Northern Germany.

Alpine Mountains: The Tatra Mountains in the south look exactly like the Swiss or Austrian Alps, but cost a fraction of the price to shoot.

An Actual Desert: The Błędów Desert is perfect for sci-fi landscapes, post-apocalyptic settings, or Middle Eastern doubles.

Deep Forests & Castles: From ancient, dense woodlands to European-style castles that can easily pass for France or the UK.

It’s time to change that. Poland isn't a compromise between high-end and budget, it is the perfect sweet spot. It is the rare production hub where world-class infrastructure, elite craftsmanship, and a breathtakingly diverse landscape actually meet.

So the next time you are trying to piece together a complicated, multi-location shoot, stop trying to bridge the gap between different countries. Look to Poland, and find everything you need in one place.

Nastasia Sasi Czechowska, associate producer at Truenorth

While Iceland remains one of Europe’s most production-friendly destinations, with unmatched location diversity packed into short travel distances, making it exceptional value for money , we’re seeing growing interest in Norway, Sweden, Finland, and the Faroe Islands.

Truenorth has service productions across all of these markets, and demand continues to rise.

Sweden and Finland offer vast forests, pristine lakes, and untouched Nordic landscapes, while the Faroe Islands deliver dramatic coastlines, towering sea cliffs, and a raw, cinematic atmosphere unlike anywhere else in Europe. Combined with experienced local crews and production incentives ranging from 25–40% (depending on the country), these destinations are becoming compelling alternatives to traditional production hubs.

They offer fresh visual possibilities without compromising on infrastructure or expertise, making them some of Europe’s most exciting production frontiers.

We believe these destinations offer not just one hidden gem, but an entire collection of production gems waiting to be discovered.

Dougal Meese, executive producer at Palma Pictures

Beyond the well-known production hubs of mainland Spain lies the lesser-known region of Comunidad Valenciana. At its heart is Valencia, a vibrant city of one million people, home to striking modern and neoclassical architecture, theatres, expansive green parks and excellent infrastructure, including highways, high-speed rail, a metro system, an F1 circuit, an industrial harbour and several ports - all bordered by a sweeping sandy beach.

Beyond the city, the region opens up into whitewashed villages, salt lakes, dramatic coastlines, fertile farmland and a rich variety of landscapes. To the south, Alicante plays a vital role in Spain's audiovisual industry as home to Ciudad de la Luz, a major film hub with world-class soundstages and backlots. To the north, Castellón offers a film-friendly airport alongside diverse locations, from the walled coastal town of Peñíscola and centuries-old olive groves to the pine forests and cliffs of the Desert de les Palmes, and mountain-backed villages further inland.

Comunidad Valenciana offers a rare combination of first-class city infrastructure, an established film industry hub and an exceptional variety of natural and architectural locations - all within just a few hours' drive.