This sharp warning comes from Angelica Ferri Personali, a prominent Italian entrepreneur and owner of the historic estate Villa La Personala. Speaking on the strategic value of territorial promotion through major audiovisual productions, Ferri Personali highlighted a paradox that has long plagued the country: despite being home to the world’s most cinematic backdrops, Italy still largely underutilizes film as a structural driver for high-end tourism.
The Power of "Film Tourism" and the Panini/Ferrari Effect
For global audiences, cinema is the ultimate calling card. Recent international productions filmed in northern Italy, such as Michael Mann’s Ferrari, and an upcoming feature film dedicated to the legendary Panini family dynasty, prove that Emilia-Romagna’s "Motor Valley" and its manufacturing excellence are powerful magnets for the global imagination.
Every frame featuring Italian landscapes, design, and lifestyle acts as an organic commercial for the country’s hospitality sector. However, without a structural network to capture this momentum, these historical opportunities risk being fleeting moments rather than long-term economic windfalls.
The Cost of Bureaucracy: The Lost Game of Thrones Opportunity
During a recent industry summit, an emblematic behind-the-scenes revelation exposed the structural flaws of the Italian system: Game of Thrones, one of the most award-winning and culturally impactful television series in history, was originally scouted to be filmed in Italy.
"Due to overcomplicated bureaucratic processes and the lack of a structured, streamlined hospitality and logistics network, the production ultimately decided to move to another nation," explained Ferri Personali. "This is a mistake we can no longer afford to repeat."
Other Italian regions have already proven what is possible when local authorities get it right:
Sicily: Experienced an unprecedented luxury tourism boom in Taormina following the global success of HBO's The White Lotus.
Apulia: Transformed its regional economy over the last decade by aggressively attracting international film crews through dedicated film commissions.
"Emilia-Romagna and the rest of Italy must learn from these successful models," Ferri Personali urged.
An Appeal for a "Hospitality Ecosystem"
The entrepreneur's appeal is directed squarely at institutions and regional stakeholders to form a united front, presenting the territory as an integrated, film-ready location. The goal is not just to provide visibility to major, already-crowded tourist cities, but to shine a spotlight on hidden historical villages (borghi) and rural areas that safeguard authentic Italian heritage.
"We must streamline red tape and present ourselves to international producers as a welcoming, ready-to-go ecosystem," she continued. "Cinema has the unique power to convey our excellence—from our landscapes and art to our world-renowned food and wine—making us a coveted destination for high-end international travelers."
Properties like Villa La Personala, deeply rooted in local history, are stepping up to be part of this narrative, offering spaces where hospitality seamlessly blends with culture.
As Italy faces increasing competition from other European countries offering aggressive tax incentives and smoother logistics, the message from the entrepreneurial front lines is clear: every frame shot on Italian soil is a direct investment in the country's economic future. It is time to prove to the world that Italy is not just a hub of industrial and historic value, but a land where unforgettable global stories are born.
