Film sets that become tourist destinations: bonuses of up to 400 thousand euros are on the way

In English it is called jet setting, in Italian cine-tourism: it is the tendency to travel inspired by films and TV series. According to Expedia Group's annual survey, known as the “Unpack” report, nearly one in five global travelers have booked a trip to a destination after seeing it in a television series or movie.

A dynamic that was seen in Italy with Christopher Nolan's The Odyssey, which arrived in theaters in July 2026 (so far it has grossed 1.788 billion dollars worldwide) and also filmed in the Bel Paese: the first estimates indicate a potential tourist influx for Favignana capable of generating around 287 million dollars in the next three years and, in a long-term projection, over 500 million dollars in total revenues.

According to Jfc Tourism & Management, tourism linked to films and series generates around 600 million euros a year in Italy, 1.3 million overnight stays directly linked to audiovisual productions and over 11 million daily visits to places made recognizable by the big and small screen.

The Ministry of Tourism (in collaboration with Enit spa) is trying to push the phenomenon with the project "What a spectacle Italy is! What a movie Italia is!", an initiative aimed at transforming film and television sets into tourist destinations through the allocation of public contributions.