‘The Devil Wears Prada 2’ Is Drawing Tourists to Milan Prompting an 18% Increase in Visitors to the Film’s Locations in Italy’s Fashion Capital
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- Confcommercio Milano's Cities Analytics study found that international pedestrian traffic at "Devil Wears Prada 2" filming locations in central Milan rose 18% versus the prior period.
- Marco Barbieri, Confcommercio Milano's chief, framed the trend as "structural growth in international tourism in central Milan," with foreign visitors increasing by an average of 28,500 per month since the film's release.
- American tourists lead the film-driven visitor surge, followed by French and British travelers, according to the study.
- Milan's Largo Cairoli–Palazzo Clerici corridor recorded the steepest location-specific jump at +24%, ahead of Galleria Vittorio Emanuele-Duomo (+17%), Brera Academy (+14%), and via Montenapoleone (+13%).
- "Devil Wears Prada 2" grossed $220.6 million in the U.S. and $691.4 million globally on a $100 million budget after its May 1 theatrical release.
- The Disney+ and Hulu streaming premiere drew 15.2 million global views in its first five days—Disney's largest live-action movie launch since "Deadpool & Wolverine."
- Leonardo da Vinci's Last Supper was protected from production lighting damage by replicating the museum's interior on a soundstage rather than filming on-site.
Why it matters: Milan's quadrilatero della moda luxury district is capturing concrete foot-traffic gains of 13–24% at specific film locations, with foreign visitors averaging 28,500 additional arrivals per month since the release. For tourism-dependent businesses in central Milan, a Hollywood sequel is translating directly into location-specific demand at cultural landmarks tied to the film.
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