Devil Wears Prada 2 Ignites Milan Tourism Boom

The release of "Devil Wears Prada 2" has significantly impacted Milan's tourism landscape, drawing an estimated 1.5 million international visitors during the summer quarter. Following the film's premiere on May 1, 2026, pedestrian traffic at its primary Milan locations surged by 18% compared to the previous period.

This cinematic influence is attributed to the movie's extensive use of Milan as a backdrop, including famous sites such as Largo Cairoli and the Galleria Vittorio Emanuele. Americans represent the largest group of visitors, followed by tourists from France and Britain, contributing to a sustained growth trend in international tourism for the city.

The film's success, which included a global box office earning of $691.4 million, has made its filming locations highly sought after. Popular sites like Palazzo Clerici and the Brera Academy experienced considerable increases in visitor numbers, enhancing Milan's appeal as a tourist destination.

"Devil Wears Prada 2" achieved considerable streaming success as well, with 15.2 million global views in its first five days on Disney+ and Hulu. The study by Cities Analytics and Confcommercio Milano highlights the movie's considerable role in reinforcing Milan's structural growth in international tourism since its release.