The article explores the concept of media tourism, where cinema, television, streaming platforms, and social media act as catalysts for travel and destination choices. This phenomenon was prominently featured at BIT 2026, the International Tourism Exchange in Milan. A study by JFC Tourism & Management reveals that media tourism in Italy generates approximately 600 million euros annually and contributes to 1.3 million overnight stays connected to films and series. Additionally, it attracts about 11 million daily visitors to filming locations, illustrating the power of so-called 'set-jetting.'

Many Italian regions have evolved from simple shooting locations to permanent production ecosystems, drawing both national and international projects. The Veneto Film Commission cites that between 2020 and 2024, 106 productions, including TV series and documentaries, were launched in the region, such as the TV series "Un passo dal cielo" and the film "Città di pianura." This influx has a significant economic ripple effect, fostering local tourism and creating jobs in the creative industries.

As media tourism continues to grow, it not only enhances the visibility of Italian destinations but also promotes cultural exchange and local engagement. It provides an innovative approach to tourism that combines entertainment and travel, prompting local stakeholders to leverage their cinematic heritage to attract visitors. This shift demonstrates the potential for sustainable tourism development through collaboration between the media industry and local economies.