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As the summer quarter approaches, Milan is bracing itself for an influx of approximately 1.5 million international tourists, with the sequel to the cult classic 'The Devil Wears Prada' being the main driver behind the surge. According to a recent study by the Cities Analytics platform, pedestrian traffic from international visitors at the movie's main Milan locations has risen by a staggering 18% compared to the previous period.
Background & Context
'The Devil Wears Prada 2' is the long-awaited sequel to the 2006 hit film, which was partly shot in Italy's fashion capital, serving as a glitzy backdrop for the film's third act. The movie, starring Meryl Streep, Anne Hathaway, Stanley Tucci, and Emily Blunt, features high-profile local cameos, including Donatella Versace and a live-shot Dolce & Gabbana fashion show. The film's success has been unprecedented, with it becoming a box office hit following its May 1 release in the U.S. and April 29 in Italy, reaching $220.6 million in the U.S. and $691.4 million globally on a budget of $100 million.
The 'Devil Wears Prada 2' effect has not only boosted tourism in Milan but has also highlighted the city's growing appeal as a destination for international visitors. The film's portrayal of Milan's fashion and culture has sparked a renewed interest in the city's luxury shopping district, the quadrilatero della moda, which features in the movie. The film's success has also led to an increase in demand for accommodation and tourism-related services in the city, with many local businesses experiencing a significant surge in bookings and sales.
Key Details
The study by the Cities Analytics platform reveals that the main visitors to Milan prompted by the 'Devil Wears Prada 2' effect are Americans, followed by French and British. The most notable rise in pedestrian traffic was recorded between the city's Largo Cairoli square and Palazzo Clerici, within Milan's luxury shopping district (+24%), followed by Galleria Vittorio Emanuele-Duomo (+17%), where Miranda Priestly has a reflective late-night sequence. The Brera Academy (+14%), where Miranda organises one of the film's most spectacular events, and via Montenapoleone (+13%), the iconic street featuring the dining spot tucked away in a Renaissance courtyard, are also experiencing a significant increase in visitors.
Confcommercio Milano chief Marco Barbieri said the study "confirms a structural growth trend in international tourism in central Milan" since the 'Devil Wears Prada 2' release, with foreign visitors increasing "by an average of 28,500 per month." The study also reveals that more than 451,000 international tourists are expected to visit Milan in August alone.
What Experts Say
According to experts, the 'Devil Wears Prada 2' effect is a testament to the city's growing appeal as a destination for international visitors. "The film has showcased Milan's unique blend of fashion, culture, and history, which has sparked a renewed interest in the city's tourism industry," said Dr. Maria Grazia, a tourism expert at the University of Milan. "The city's luxury shopping district, the quadrilatero della moda, has been a major draw for visitors, and the film's portrayal of the city's fashion and culture has highlighted the need for more investment in the city's tourism infrastructure."
Key Takeaways
- 18% increase in international tourists**: The 'Devil Wears Prada 2' effect has led to a significant increase in international tourists visiting Milan, with pedestrian traffic from international visitors at the movie's main Milan locations rising by 18% compared to the previous period.
- 1.5 million international tourists expected**: The study predicts that approximately 1.5 million international tourists will visit Milan during the summer quarter, with more than 451,000 expected to visit in August alone.
- Main visitors: Americans, French, and British**: The study reveals that the main visitors to Milan prompted by the 'Devil Wears Prada 2' effect are Americans, followed by French and British.
- Significant increase in demand for accommodation and tourism-related services**: The film's success has led to an increase in demand for accommodation and tourism-related services in the city, with many local businesses experiencing a significant surge in bookings and sales.
What This Means For You
The 'Devil Wears Prada 2' effect has significant implications for both tourists and local businesses. For tourists, it means that Milan is becoming an increasingly popular destination, with a wide range of attractions and experiences on offer. For local businesses, it means that there is a growing demand for accommodation and tourism-related services, which can lead to increased revenue and job creation.
As the summer quarter approaches, Milan is bracing itself for an influx of international tourists. If you're planning to visit Milan, be sure to check out the city's luxury shopping district, the quadrilatero della moda, and experience the city's unique blend of fashion, culture, and history. And for local businesses, it's an opportunity to capitalize on the growing demand for accommodation and tourism-related services, and to invest in the city's tourism infrastructure to meet the needs of visitors.
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