Milan sees 18% rise in visitors to sites featured in The Devil Wears Prada 2
Pedestrian traffic at the film's Milan locations increased by 18% after the sequel's release, according to a Cities Analytics study.
Data from the Cities Analytics platform indicates that pedestrian numbers at the key Milan locations featured in the recently released sequel rose by 18% over the previous period. Confcommercio Milano projects roughly 1.5 million foreign tourists will come to central Milan, including about 451,000 in August alone, with an average monthly increase of 28,500 visitors since the film's debut. The majority of these tourists are Americans, with French and British travelers following.
The most pronounced growth occurred between Largo Cairoli square and Palazzo Clerici, where traffic climbed 24%, while Galleria Vittorio Emanuele-Duomo and the Brera Academy saw rises of 17% and 14% respectively. Additional upticks were recorded on Via Montenapoleone, up 13%, reflecting the film's influence on tourism patterns in the city.
Why it matters
The movie is boosting Milan's tourism, generating significant economic benefits for local businesses.
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