In Place de l'Estrapade in the 5th arrondissement of Paris, building number 1 has become a familiar address for fans of Emily in Paris . This is where Emily Cooper, the character played by Lily Collins, lives in the show. Nearby is the Boulangerie Moderne bakery, while Gabriel's real-life restaurant is Terra Nera.
From this neighborhood, visitors can continue their journey across the Alexandre III Bridge, past the Palais Garnier, Vendôme Square, Café de Flore, or the streets on Montmartre Hill. The Paris je t'aime tourism agency now offers a special itinerary featuring 10 prominent filming locations, for those who want to explore Paris through Emily's perspective.
Locations that once appeared for only a few minutes on screen have therefore become real-life tourist attractions. This trend has its own name, "ciné-tourisme," or film-based tourism, where viewers choose destinations based on places that have appeared in their favorite movies or series.
According to research conducted by the French National Cinema Centre (CNC) in collaboration with Ifop, 80% of foreign visitors who saw the surveyed French films said they made them want to visit the country. This figure rose to 68% across all respondents.
Notably, the surveyed international group spent an average of over 1,700 euros per person during their stay in France, not including airfare. American and Chinese tourists tended to stay longer than tourists from other European countries, and therefore spent more on their trips.
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A scene from the TV series Emily in Paris . Photo: Netflix. |
Emily in Paris emerged in that context. The series didn't initially create the allure of Paris, but it brought familiar images of the city to a new international audience through the small screen.
Tourists visiting Paris are increasingly willing to spend money.
The allure of Paris isn't just about the number of people who flock to its filming locations.
The latest figures from the Île-de-France region show that in the first half of 2026, Paris and its surrounding area welcomed 24.7 million visitors, a mere 1% increase compared to the same period last year. However, tourism spending reached 11.8 billion euros, a 4% increase.
Compared to 2019, before the pandemic, the number of visitors increased by 4%, but the amount of money they spent was 17% higher.
International visitors contributed 7.8 billion euros to the total. The US continues to be the largest overseas market, with approximately 1.5 million visitors in the first six months.
The trend is even clearer in the summer . From June to August, Paris and the Île-de-France region welcomed 13.3 million tourists, a 3% increase compared to the same period in 2025. Meanwhile, spending doubled at this rate, reaching 7 billion euros, equivalent to a 6% increase.
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The Louvre glass pyramid, designed by architect IM Pei, in 2025. The Louvre Nouvelle Renaissance project is proposed to alleviate overcrowding and enhance the visitor experience at the Louvre Museum in Paris. Photo: Reuters . |
The data shows that the economic value of each trip is increasing faster than the number of tourists. Money is spent on hotels, restaurants, shopping, and experiences at the destination.
This is also a general trend in French tourism. In 2025, the country is expected to welcome 102 million international visitors, up from 100 million the previous year. But revenue from foreign visitors is projected to increase by 9%, reaching a record 77.5 billion euros.
The average spending of an international tourist reached approximately 760 euros per trip, an increase of 7%.
Regarding Paris, Air France CEO Ben Smith believes the city has an irreplaceable advantage. He points to the concentration of luxury brands, Michelin-starred restaurants, and the allure of fashion , culture, and cuisine.
Reuters also pointed to a more recent factor: Emily in Paris . The series' popularity helps maintain Paris's image as an attractive destination for international visitors, including those willing to pay a premium for their trip.
Despite rising ticket prices, luxury travelers are still making reservations.
This has become particularly noticeable this year, with airfares rising sharply.
Rising jet fuel prices due to conflicts in the Middle East have put pressure on airlines. Air France has also had to raise ticket prices to offset costs.
However, the high-end customer segment has not shown the same reaction as the company had feared.
"We have increased ticket prices significantly, but the situation remains very positive. The results are better than I predicted," the Air France CEO told Reuters .
Revenue from the premium segment, including business class and first class, increased by 11% this year. Bookings in these classes also continued to rise despite higher fares.
Air France is therefore investing more in the experience for this group of customers. The airline is upgrading its business and first-class cabins, adding personalized airport services, and offering premium in-flight menus.
In La Première first class, passengers have a private check-in and relaxation area, while the in-flight menu features caviar, champagne, and dishes prepared by renowned chefs.
This isn't just Air France's move. IAG, the group that owns British Airways, and Lufthansa are also reinvesting in first class, a segment that several airlines had been shrinking for years.
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Air France's new La Première first-class cabin is on display in Paris, France. Photo: Reuters. |
Air France has even noted a segment of passengers who previously traveled on private jets switching to first class on commercial flights. According to Smith, one reason is that this group wants to avoid the growing attention surrounding emissions from private aircraft.
For Air France, its location in Paris further facilitates this strategy. A significant portion of high-end passengers are not simply transiting through the city but are coming here for relaxation, dining, shopping, or attending events.
Tourism data for the coming months also does not show a significant decrease in demand. According to the Île-de-France region, the number of flight bookings to Paris for the September-December period is currently 4% higher than the same period last year. Bookings from Asia increased by 12%, the Middle East by 11%, and Southeast Asia by 19%.
Paris is also entering the final months of the year with a series of major events, from Fashion Week and Art Basel Paris to international music and sporting events.
For some tourists, the journey can begin even more simply: find Emily's apartment in Place de l'Estrapade, visit the bakery next door, and then continue on to the locations featured in the film.
But whether the reason is Emily in Paris , a dinner at a Michelin-starred restaurant, or a shopping spree in downtown Paris, this year's figures are showing one thing quite clearly: the number of visitors to Paris has only increased slightly, but the amount of money they leave behind for the city is growing much faster.