Milan sees 18% rise in foreign tourists after release of 'Il Diavolo veste Prada 2

The debut of the Hollywood film *Il Diavolo veste Prada 2* has spurred a notable increase in tourism to Milan. Data from YesMilano show an 18% jump in foreign visitors to the city’s cinematic locations between early May and late July. Popular spots featured in the movie, such as the Quadrilatero della Moda, the Accademia di Brera, Palazzo Parigi, Villa Arconati and the historic Galleria Vittorio Emanuele II, have all recorded higher foot traffic.

Specific venue gains include a 28% surge at Palazzo Clerici, a 17% rise at both the Duomo and Galleria Vittorio Emanuele II, and double‑digit increases at Brera (14%) and Via Montenapoleone (13%). Visitors from the United States account for 13‑20% of the influx, followed by travelers from France and the United Kingdom. While the tourism boost is welcomed, the sector faces challenges from rising travel costs and inflation, with a recent Ipsos‑Doxa survey indicating that 54% of Italians may forgo summer trips for economic reasons. The trend also reflects growing pet‑friendly travel, as 6.1 million Italians plan holidays with their animals.