Recent data reveals a significant surge in foreign tourists visiting Milan, with American travelers at the forefront of this increase across various film-related sites.
Following the release of “The Devil Wears Prada 2,” foreign tourist foot traffic at key locations featured in the film has risen by 18 percent compared to previous periods. This analysis was conducted by the research centre of Confcommercio Milano Lodi Monza Brianza, utilizing the Cities Analytics platform.
This upward trend was consistent across all examined areas. The Cairoli-Palazzo Clerici site experienced the most notable growth at 28 percent, while the Galleria Vittorio Emanuele II-Duomo saw an increase of 17 percent. Other areas, such as Brera and Montenapoleone, reported rises of 14 percent and 13 percent, respectively.
From May 1 to July 26, the data indicated that 52.3 percent of foreign visitors in the studied locations originated from European Union countries, whereas 47.7 percent came from non-EU nations, underscoring a wide-ranging international interest. The United States emerged as the primary foreign market across all monitored sites, contributing between 13 percent and 20 percent of total visitors.
France ranked second, accounting for 11.6 percent to 13.8 percent of visitors, followed by the United Kingdom, which represented between 8.5 percent and 10.6 percent. Other significant European markets included Austria, the Netherlands, Poland, and Switzerland, highlighting Milan’s substantial allure.
“The insights from our research centre affirm a sustained growth trajectory in international tourism within central Milan,” remarked Marco Barbieri, secretary general of Confcommercio Lodi Monza Brianza. “We are witnessing an average monthly increase of 28,500 foreign visitors.”
If this trend continues, approximately 1.5 million foreign arrivals are anticipated in the city center during the summer months of July, August, and September, with over 451,000 expected in August alone.
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