Alessandra Miletto, Director Film Commission Valle d’Aosta

Celebrating the power of cinema to boost local tourism and economy, the Film Commission Valle d’Aosta has recently published a comprehensive study on the influence of film and TV productions in the region. This in-depth research sheds light on how film projects contribute significantly to regional visibility and economic growth, with ongoing initiatives to harness this potential at the Venice International Film Festival.

The study, spanning from 2011 to 2024, represents a landmark effort to quantify the tangible benefits of film productions on Aosta Valley. As we understand from our talk with Alessandra Miletto, director of the Film Commission Valle d’Aosta, the analysis includes detailed data on financial investments, employment opportunities, and tourism stimulation resulting from film and TV series shot in the area. The findings highlight a robust return on investment, both economically and culturally.

Economic benefits and regional investment

According to Miletto, over the course of thirteen years, the Film Commission Valle d’Aosta invested approximately two million euros directly into supporting productions. The broader economic impact, including regional spending tied to these projects, exceeds nine million euros. When factoring in taxes and other indirect financial flows, the total contribution to local revenue approaches ten million euros—a remarkable figure considering the Commission’s modest budget. The research reveals that for every euro invested by the commission, roughly five euros are brought into the territory through film-related activities. This return, calculated as a ratio of more than 5:1, underscores the strategic importance of film commissions in regional economic development.

Tourism and cultural promotion

Beyond direct financial impact, the study explores how film and television content serve as powerful tourism catalysts. Miletto highlights the case of two notable productions, the TV series “Rocco Schiavone” and the film “Le Otto Montagne,” which have sparked increased curiosity among viewers to visit the Aosta Valley. Post-viewing surveys indicate that approximately half of the visitors are influenced by their familiarity with the locations depicted on screen, a phenomenon that boosts local tourism and enhances regional visibility.

Innovative initiatives for destination marketing

Building on these insights, the Film Commission Valle d’Aosta is developing an innovative mobile app designed to guide visitors through filming locations. The app offers immersive tours in the heart of the city, allowing tourists to explore iconic sites featured in movies and series, many of which have been transformed into heritage and cultural attractions. This initiative aims to convert film tourism into a sustainable and engaging experience, further amplifying the region’s appeal.

Combating misinformation and supporting local producers

The study also emphasises the importance of clear communication regarding the role and benefits of film commissions. Miletto underscores the misconception that regional support is limited to on-location filming, clarifying that many postproduction and related activities occur within the supporting region, even if filming takes place elsewhere. This supports local producers and encourages regional collaboration, vital in a moment of fluctuating national funding.

This interview was recorded during the Venice Film Festival 2025, in partnership with the Italian Film Commissions Association and with the support of the Italian Trade Agency.