Tourism: Italy’s cinematic splendour takes centre stage beyond the silver screen

A seal of approval for films that promote tourism and Italy around the world. The Ministry of Tourism and ENIT (Agenzia Nazionale del Turismo) will be actively participating in Rome Film Festival from 18 to 29 October 2023 at the Auditorium Parco della Musica Ennio Morricone, in collaboration with numerous cultural organisations from the capital and across Italy.

The spotlight shines on locations across Italy, offering glimpses into the rich tapestry of Italian culture and excellence. The festival brings these places to life through a captivating blend of imagery, turning the evocative power of cinema into a tool for inspiring and promoting tourism and travel to Italy.

The Agenzia Nazionale del Turismo will honour a select group of themed films with a “seal of approval”. One of these films will receive this prestigious accolade on the red carpet at 7pm on 24 October, at an illustrious venue known for hosting some of the world's most prominent events. In addition, ENIT will present its “Viaggio in Italia” seal to a set of films that effectively showcase Italy's diverse and remarkable landscapes. This seal will prominently feature in the descriptions of the selected films, included in the festival’s official programme catalogue. Films that represent and promote Italy under the ENIT label will have a dedicated section within the festival's catalogue and official programme. In collaboration with the Fondazione Cinema per Roma, ENIT will also award a plaque to a film chosen by the jury, which is presided over and composed of members of the Italian Film Commission.

For ENIT, cinema serves as a pivotal form of communication, attracting a broad audience tailored to specific demographics, geographic regions, age groups, and cultural profiles. Italy boasts a rich cinematic history, with cities and landscapes serving as iconic backdrops for films that have left an indelible mark on the world's collective memory. International productions often choose Italy as their filming location.

According to Tourism Minister Daniela Santanchè, “A film is always the beginning of a journey, invoking powerful emotions and fostering an immediate connection. Cinema serves as the ideal medium for promoting tourism. Choosing a location seen on the big or small screen as a holiday destination has become a popular trend, significantly impacting tourism. And it is also thanks to cinema that Italy, through films such as La Dolce Vita, is appreciated all over the world. A trend that is proving very effective even today. For instance, Rob Marshall's The Little Mermaid a worldwide success, led to a remarkable 216% increase in bookings from abroad for Sardinia, where several scenes were filmed. Naples, featured in Naples in Veils and My Brilliant Friend, continues to captivate and remains a primary destination for film tourism.

Furthermore, the miniseries The White Lotus, filmed entirely in Sicily, became a driving force behind a surge in international tourists, particularly from the UK and the US, in the region. Initiatives like the “Viaggio in Italia” award play a crucial role in promoting Italy globally through the influential medium of cinema”.

Ivana Jelinic, President and CEO of ENIT, states, “Film locations create a sense of anticipation, invoking emotions and fuelling interest in these captivating places. Linking cinema and Italian places offers a valid tool for promoting Italy's image globally, transcending language barriers through simple, immediate, global, and wide-reaching language. ENIT continues its mission as the guardian of Italy's rich heritage as a tourist destination, building on its past successes in attracting visitors to the peninsula through cinematic productions commissioned by the agency in previous years”.

This festival presents a cross-section of Italy, encouraging the exploration of its diverse regions. Films serve as catalysts for the appreciation of these locations, emphasising the importance of thoughtful planning and preparation to make them welcoming and accessible. They also inspire interest in lesser-known places when seen from unique angles and perspectives.