Oliva series debut in Úbeda boosts tourism and economy

The Disney+ series "Oliva", produced by Estudio 60 and WomackStudios, premiered in Úbeda after being filmed across the province of Jaén, showcasing the region’s olive groves and heritage. The official presentation, attended by Úbeda’s councilor for festivities Jerónimo García, provincial deputy Isabel Uceda, and other local officials, highlighted the cultural significance and the economic benefits generated by the production, including job creation and increased international exposure for the town.

Municipal leaders emphasized that the visibility offered by a major streaming platform can drive cinematic tourism, encouraging viewers worldwide to visit Úbeda’s historic monuments, architecture, and the distinctive landscape of its olive orchards, thereby supporting local businesses and reinforcing the city’s reputation as a prime location for large‑scale audiovisual projects.