direttore Paolo Di Maira

MOVIE INDUCED TOURISM / Sardinia, what we wanted

The reputation and choice of Sardinia as a tourist destination is growing also thanks to the satisfaction expressed by viewers of the Italian and international audiovisual products filmed on the island: the results of Sardegna Dreaming are encouraging, this is the research conducted by Ergo Research to measure the effect that viewing TV series and movies has in the decision to choose Sardinia as a holiday destination, from ”Isola di Pietro” to “What we wanted – La vita che volevamo” by Ulrike Kofler, Austria’s candidate for the Oscars available on Netflix from November. 

For “L’Isola di Pietro” produced by Lux Vide and broadcast for three seasons in the prime-time slot by Canale 5, the ISTAT (Italian National Institute of Statistics) figures indicate that while from 2015 to 2019 the increase in tourists for the entire region was + 22%, in the Sulcis region this rose by +32%, reaching +80% for Carloforte. 

It is no coincidence that it was attributed Best European Practice together with London during the international “Seen on Screen” event held in London in 2019, an occasion that, recalls the head of the Fondazione Sardegna Film Commission, Nevina Satta, “definitely favors word of mouth advertising between international location managers.”

According to Michele Casula, a consultant at Ergo Research, the Netflix viewing by German-speaking audiences of the film “What we wanted”, filmed almost entirely in Sardinia (in Cagliari and all along the coast up to Villasimius), is associated with a marked satisfaction with the locations (with a vote of around 8/10).  Although this is not always directly linked to Sardinia, it still figures among the possible holiday destinations for the next two years for a greater number of viewers compared to the previous five years, and feeds an “Oscar-like” tourist imagination (between 8 and 10) for 55% of the Austrian viewers and for 44% of the German ones.

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