PRESS RELEASE
TV series and films are making Etna, Montepulciano and Chianti irresistible
According to the Italian Food & Wine Tourism Report, travellers are showing growing interest in destinations made famous by films and television series. Set-jetting, or travelling to discover screen locations, is becoming a strategic lever for food and wine tourism as well.
The report shows that approximately one in three Italian travellers is influenced by films or TV series when choosing destinations and food and wine experiences, an increase of four percentage points compared with the previous year. This makes audiovisual content one of the main inspiration sources after recommendations from friends and relatives, Instagram and Facebook.
The phenomenon is now strongly transversal across generations. In the past, screen-inspired travel was especially associated with younger audiences. Today, differences between age groups are minimal, confirming a broad desire to follow the routes of favourite characters and discover cinematic landscapes in person.
Among destinations benefiting most from this effect are Chianti, Montepulciano and Etna. German travellers show a strong preference for Chianti and the Montepulciano area, while British and American travellers are especially drawn to Etna and Chianti. These preferences are reinforced by titles such as White Lotus, Twilight and other productions that have increased the international visibility of food and wine landscapes.
“Streaming platforms and multimedia content play an important role in increasing the visibility of food and wine destinations. Etna, Chianti and Montepulciano are emblematic examples. Territories should seize this opportunity, but with the caution needed to ensure that growth remains sustainable and balanced,” says Roberta Garibaldi.
The article also points to other examples, from Sicily and Puglia to Dubai’s chocolate workshops, showing how visual storytelling can boost desire, recognition and on-site visitation. Yet the same mechanism can also create stress when flows exceed a destination’s carrying capacity.
For this reason, the report frames set-jetting not simply as a marketing boost, but as a strategic opportunity that requires destination management, planning and a clear sustainability perspective.
