What if Netflix could rebalance tourism… not just boost it?
Netflix shooting in Venice for Season 5 of Emily in Paris reveals a blind spot in entertainment-driven travel marketing.
A 2024 study by IFOP found that 38% of tourists in Paris inspired by pop culture stated Emily in Paris was their reason for visiting the city. And with 45.1 million views in the first four weeks, the show’s influence is undeniable.
The data shows entertainment content drives real travel behaviour.
Streaming platforms now play a bigger role. These platforms have unprecedented power to redistribute tourism demand. A show can transform local economies overnight.
Venice is one of the world’s most iconic cities but it’s also one of the most visited. Meanwhile, many equally beautiful regions across Italy are still waiting to be discovered.
Imagine the impact if productions like this helped spotlight lesser-known areas that would benefit from increased tourism.
That said, I’m excited to see how local talent in Venice responds and I can’t wait to see how ENIT – Italian National Tourist Board and Alessandra (Prof) Priante will use this as an opportunity to tell the story of Italy as a country 🇮🇹
