Netflix's latest series, "Ripley," based on Patricia Highsmith's 1950's crime novel "The Talented Mr. Ripley," has ignited a desire among fans to immerse themselves in the stunning Amalfi Coast, where much of the show was shot.
This new adaptation of the book has not only captured viewers' attention but also driven tourism to the charming town of Atrani, a small coastal village with a population of less than 1,000.
According to Airbnb, the home-sharing platform, the release of "Ripley" has resulted in a 93% surge in bookings in Ravello, a city located just 15 minutes away from Atrani.
Similarly, bookings in the nearby town of Minori saw a 62% spike during the weekend when "Ripley" premiered, compared to the same weekend the previous year, as reported by Airbnb.
Amanda Cupples, the general manager for Airbnb UK and Northern Europe, commented, "It's no surprise that a visually stunning show like 'Ripley' is inspiring viewers to explore the Amalfi Coast for their next vacation. By showcasing the lesser-known Italian gem of Atrani, the series is encouraging travelers to discover hidden gems and satisfy their 'Ripley' wanderlust away from the crowds."
Renowned for its leisurely pace, charming cobblestone streets, and inviting trattorias, Atrani stands as a serene gem amidst the bustling Amalfi Coast. However, local businesses are bracing themselves for an influx of visitors this summer, anticipating larger crowds than usual.
While some express gratitude for the increased exposure, others harbor concerns about the potential for overwhelming numbers of tourists.
"This coastline is already struggling with overtourism. If the series attracts more visitors, I hope they choose to visit during the off-peak season," remarked Antonella Florio, representing the apartment rental company Maison Escher, in an interview with The Guardian.
Luisa Criscolo, another property manager, emphasized the necessity of "intelligently managing" any surge in visitors.
"Our village simply cannot handle a massive influx of tourists. The streets become gridlocked with cars, buses, and motorbikes. Authorities should consider extending the opening hours of attractions to distribute visits more evenly throughout the year. Additionally, promoting the use of water transport and increasing the frequency of smaller buses could help alleviate the strain," she suggested.
Despite the popularity of the Amalfi Coast among tourists, Airbnb reports that Paris, the host city of the 2024 Olympic Games, tops the list as the most searched-for destination globally this summer. Travelers are also exploring accommodations in neighboring towns like Lille, Versailles, and Lyon, where some Olympic events will take place.
