The popular Netflix series Emily in Paris has sparked a new diplomatic row between France and Italy, as disagreements over the filming location for the show’s fifth season have escalated. Tensions arose after plans were made to relocate filming from Paris to Rome, prompting criticism from French officials, including President Emmanuel Macron, who voiced concerns about the impact on France’s tourism sector. On the other hand, Italian authorities have pushed back, stating that such decisions are outside the jurisdiction of foreign governments.
French Backlash to Relocation Plans
The shift in production has been met with opposition from the French government, who are keen to keep the series in Paris. The show, which has aired since 2020, revolves around the life of Emily Cooper, an American marketing executive living in Paris. While the show has received criticism for presenting an idealised version of the French capital, it has also played a key role in attracting tourists to the city, contributing to France’s tourism industry through the so-called “set-jetting” phenomenon. Set-jetting refers to the practice of fans visiting locations from their favourite films and TV shows, and Emily in Paris has certainly had an impact in this area.
Tourism Concerns Amid Set-Jetting Craze
The French fear losing the economic benefits tied to the show’s Parisian setting. In January, France’s National Centre for Cinema published a report stating that 80% of foreign tourists cited films or TV series as a major reason for their visit to the country. Among these tourists, 38% mentioned Emily in Paris as their key inspiration. In light of this, French officials are concerned that moving the production to Rome could weaken Paris’s appeal as a cultural tourism destination. The rivalry between Paris and Rome as tourist hubs adds another layer of complexity to the situation, as both cities compete fiercely for international visitors.
Macron Weighs In
French President Emmanuel Macron has not shied away from expressing his displeasure over the potential move to Italy. Speaking on the matter, Macron highlighted that the series has significantly contributed to France’s soft power and global cultural appeal. He argued that shifting production to Rome makes little sense, given the show’s central focus on Paris. Macron’s comments came after his wife, Brigitte Macron, made a guest appearance on the show during its fourth season, further cementing the French government’s connection to the series.
Italy’s Response: “Relax, Macron”
The response from Italian officials has been swift. Rome’s Mayor, Roberto Gualtieri, took to social media, sarcastically advising Macron to “relax” and allow the show to embrace its Roman storyline. He also stated that film production choices should not be subject to political influence, further adding that Macron should focus on more pressing issues, such as the Russia-Ukraine conflict, rather than Netflix’s filming decisions. Gualtieri’s remarks have fuelled the dispute, bringing the diplomatic spat between the two nations to a new level.
Cultural Power Struggle
The clash over Emily in Paris highlights the broader competition between France and Italy for cultural dominance. Both nations have long histories of artistic achievement and world-renowned landmarks, and both cities—Paris and Rome—are magnets for international tourists. With Italy already the fourth most visited country in 2023, according to the United Nations World Tourism Organization, securing a series like Emily in Paris could offer Rome an added tourism boost, which France is eager to prevent.
The Future of ‘Emily in Paris’
The final decision on where Emily in Paris will be filmed lies with Netflix and the show’s creators. While French officials will likely continue their efforts to keep the production in Paris, Italy is unlikely to back down. For viewers, this latest drama between the two European powers adds a real-life twist to the series that has entertained millions worldwide. Ultimately, whether Emily’s adventures continue in Paris or Rome, the political and cultural stakes for both countries remain high.
