‘The Devil Wears Prada 2’ sparks Milan tourism boom as film locations draw international visitors

International visitors to key Milan locations rose 18% after the sequel’s theatrical release in May 2026

The Devil Wears Prada 2 appears to be giving Milan’s tourism industry a fashionable boost, with international visitors to several locations featured in the film increasing following its theatrical release.

According to a study by Confcommercio Milano, carried out using data from Cities Analytics, pedestrian traffic from international visitors at key locations featured in the film rose 18% compared with the previous period. The figures were reported by Variety on August 14, 2026.

The sequel, which reunites Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci, uses Milan as a major setting during its final act. The city provides the backdrop for several scenes involving Miranda Priestly, Andy Sachs, Emily Charlton and Nigel Kipling, bringing the fashion capital of Italy into the story in a prominent way.

The tourism figures come as Milan prepares for a busy summer period. Confcommercio Milano estimates that around 1.5 million international tourists are expected to visit central Milan during the summer quarter, with approximately 451,000 visitors projected for August alone. The organisation identified the film as a significant factor behind the increased interest, alongside an existing upward trend in international tourism.

Confcommercio Milano chief Marco Barbieri said the figures demonstrate continued growth in international tourism in central Milan since the release of the sequel. According to the study, foreign visitor numbers have increased by an average of 28,500 per month.

American visitors account for the largest share of tourists associated with the reported effect, followed by visitors from France and the UK.

Several recognisable Milan locations have recorded increases. Visitor traffic between Largo Cairoli and Palazzo Clerici, situated within the city’s luxury shopping district, rose 24%. The area is featured prominently in the film. Traffic around the Galleria Vittorio Emanuele II and Duomo area increased 17%, while the Brera Academy saw a 14% rise. Via Montenapoleone, one of Milan’s best known luxury shopping streets, recorded a 13% increase.

The film also features a recreation of Leonardo da Vinci’s The Last Supper setting. The production did not film its lighting setup inside the actual museum because of concerns about potential damage to the historic artwork. Instead, the interior was recreated on a soundstage.

Milan’s importance to the sequel was also reflected in its production. The film incorporated real fashion locations and appearances connected to the Italian fashion industry, including Donatella Versace and a Dolce & Gabbana fashion show. The sequel also features locations around Lake Como.

The film was released in Italy on April 29, 2026, followed by its US theatrical release on May 1. It has since continued its run across international markets and moved to streaming on Disney+ and Hulu on July 29.