The Devil Wears Prada 2' boosts Milan tourism by 18% since May

“The Devil Wears Prada 2” is drawing significant tourist interest in Milan, with an 18% increase in visitors to the film’s locations since its release in May. The sequel, which revisits the glamorous world of fashion, was partly filmed in Milan, showcasing the city’s iconic streets, boutiques, and landmarks that resonate with fans of the original film.

The resurgence of interest in Milan as a tourist destination comes at a crucial time for the city’s economy. After a challenging few years due to the COVID-19 pandemic, Milan is eager to revive its tourism sector. The fashion capital, known for its rich history and cultural heritage, is now leveraging its cinematic appeal to attract visitors. The original "Devil Wears Prada" film, released in 2006, already established a cult following, making the sequel a timely opportunity to reignite that interest.

Local businesses are feeling the effects of the film's popularity. Restaurants, shops, and guided tours of filming locations are seeing increased foot traffic. One popular spot featured in the film, the historic Galleria Vittorio Emanuele II, reported a noticeable uptick in visitors, many of whom come to take pictures or enjoy a meal in the same space where key scenes were shot. This boost is not just beneficial for the hospitality sector; it also helps promote Milan as a vibrant, fashionable destination on the global stage.

Looking ahead, the city plans to capitalize on this wave of interest. Milan’s tourism board is considering marketing campaigns that tie into the film's themes, promoting special events and fashion shows. As the film continues to attract attention, local officials hope to establish Milan as a must-visit destination for film enthusiasts, fashion lovers, and travelers seeking unique experiences. This could lead to a long-term boost in tourism, reinforcing Milan's status as a hub of style and culture.