Times are constantly changing thanks to technology and the tourism sector is not exempt from these changes. In fact, according to recent research, too holiday destinations of people, not only Italian but from all over the world, they are now chosen differently.
Much of the choice is made by now watching movies or TV series and there are tens of thousands of tourists who opt for one place rather than another based on the passion that arose after seeing a good movie or an engaging series.
Netflix research: Campania among the most chosen destinations
According to the research, promoted by Netflix, 87% of a sample examined and made up of 13 thousand spectators between Brazil, the United Kingdom, India, the United States, France, India and Spain, he declared that he will think of choosing Italy, and also the Campania, after having seen films and TV series set in our beautiful region.
Also Napoli, of course, it attracts many tourists and this, in recent weeks, also thanks to the great success of film It was the hand of God by Paolo Sorrentino, also nominated for an Oscar. The film was also made into a photographic exhibition which can be admired at the Mann in Naples.
International research we are talking about was presented in Bit at Fieramilanocity and conducted by Basis on behalf of Netflix and has just shown that films and TV series are essential for the development of tourism and an essential push to attract tourists to Italy. The study has shown that those who have watched Italian content in streaming, and not only, have a high probability of choosing our country to go on vacation.
In fact, as mentioned, 87% of people who have watched such content and who have never been to Italy have expressed their desire to take a trip to our country. Furthermore, who uses Netflix as a streaming service it has the 50% more chance to watch Italian content compared to those who don't use Netflix.
Therefore, thanks to this investigation it can be said that the power of images and videos that tell a territory is fundamental in creating attraction towards the territory in question.
Enit-Netflix protocol to promote tourism
After this research, ENIT (the National Tourism Agency) and Netflix have signed a memorandum of understanding to make the link between tourism promotion and that of audiovisual production.
In fact, as mentioned, it is thanks to Netflix that this research was carried out which wanted to study the impact of series and films on the choice of travelers for their tourist destinations and there is no doubt that there is a strong link between the two sectors.
That's why the idea of this new protocol whose aims are:
- implement synergies and actions to promote the "country system";
- strengthen the positive perception that the Italian “brand” has on viewers;
- spread the knowledge of Italian riches and cultural diversity and of our lifestye;
- create a strong collaboration to develop projects aimed at enhancing Italian tourist destinations, especially those less known, to the international public;
- a dedicated team will be set up.
The cultural aspects that attract to Naples
What the viewers of films and TV series set in different countries, such as Italy and our Campania, are most attracted to are:
- the kitchen;
- history;
- culture.
Naturally Naples trumps in these sectors. The symbols of our cultural, historical and culinary traditions are known all over the world and seeing them increasingly re-proposed in films and TV series does nothing but amaze the spectators more and more.
Films and series set in Naples
In recent years we have had important examples of television and film productions that have struck the imagination. Just think of L'Amica Geniale, a TV series based on the books of the same name by Elena Ferrante, which had a global success, but we can make a long list of stories set in our city:
- The Bastards of Pizzofalcone, Rai fiction based on the books by Maurizio De Giovanni;
- Mina September, Rai fiction based on the books by Maurizio De Giovanni;
- Commissioner Ricciardi, Rai fiction based on the books by Maurizio De Giovanni
- Here I laugh, Mario Martone's film on Eduardo Scarpetta;
- It was the hand of God, a film by Paolo Sorrentino, distributed by Netflix and nominated for an Oscar
- The De Filippo brothers, Sergio Rubini's film about Eduardo, Peppino and Titina De Filippo;
- Gomorrah, both the film based on the book by Roberto Saviano and the TV series;
- Naples Veiled, a film by Ferzan Ozpetek;
- the aforementioned Brilliant friend.
Sold out for the Easter week between hotels and B & Bs
These reasons contributed to the registration of the sold out for the Easter week in Naples. The hotels are all booked and many tourists will come to the city to visit our beauties, to learn about our history and to taste our exquisite cuisine.
According to Federalberghi the rooms are occupied at levels similar to those pre-Covid, when in 2019 the 90% of reservations. We are currently at 80% but the percentage is destined to increase thanks to the future last minute.
Even those who manage the Bed and Breakfast he said he was satisfied and confirmed the forecasts of the hoteliers.
Currently most of the tourists are local with about 65% tourism in the vicinity, but as the anti-Covid restrictions wane, we will also be even more open to European and overseas tourism.
There are also many required to visit Procida which this year is the Italian Capital of Culture and has proposed a very rich program of events all year long. Recall that now on the island the public transport is free.
