A new wave of literary and cinematic tourism is poised to sweep through the rolling hills of Tuscany, all thanks to Netflix’s upcoming series, ‘The Decameron.’ The announcement of the show, based on Giovanni Boccaccio’s 14th-century classic, has already ignited a powerful surge in travel interest, with prospective visitors dreaming of a medieval Italian escape.
The ‘Set-Jetting’ Phenomenon Comes to Renaissance Italy
The trend of traveling to locations featured in movies and television series, known as ‘set-jetting,’ is a powerful force in modern tourism. We’ve seen it transform destinations before. Shows like ‘Game of Thrones’ turned Dubrovnik, Croatia, into a global hotspot, and ‘The White Lotus’ recently drove a massive spike in searches and bookings for Sicily, with some reports indicating a 50% increase in interest following the season’s airing.
‘The Decameron’ is perfectly positioned to be the next major driver of this phenomenon. With filming reportedly taking place in and around Florence, using the region’s authentic medieval villas and breathtaking landscapes as its canvas, the series will essentially serve as a feature-length advertisement for Tuscany. The show’s narrative—a group of nobles escaping the Black Death by retreating to a countryside villa to tell stories—inherently romanticizes the very idea of a secluded, luxurious stay in a historic Italian home.
Early Signs: A Surge in Searches and Future Bookings
The “Netflix effect” is already in motion, long before the series’ premiere. Data from travel search engines and tour operators indicates a significant uptick in queries for “historic villas in Tuscany,” “agriturismo Florence,” and “medieval castle stays.”
More tellingly, this online interest is translating into tangible action. Tourism operators in the region are reporting a noticeable increase in booking inquiries specifically for the summer of 2026. This forward-planning suggests that travelers are anticipating the show’s release and are acting early to secure their own ‘Decameron’-inspired experience, hoping to book accommodations before the inevitable post-premiere rush drives up prices and limits availability.
What This Means for Travelers and Tuscany
For travelers dreaming of a Tuscan adventure, the message is clear: plan ahead. The most sought-after villas and agriturismo estates, especially those with authentic medieval character, are likely to be booked out months, if not years, in advance.
For Tuscany, the series represents a monumental opportunity. Local tourism boards and businesses are already preparing for a new demographic of tourists—those who are drawn not just by the region’s food and wine, but by its deep literary and historical roots. We can expect to see the emergence of specialized tours focusing on Boccaccio’s life, the historical context of the Black Death, and, of course, the specific filming locations used in the series.
This renewed focus will bring economic benefits, but it also highlights the importance of sustainable tourism. The challenge for local authorities will be to manage the influx of visitors to protect the very historical sites and tranquil landscapes that the series will make famous. By embracing this new wave of literary and film tourism, Tuscany has the chance to further solidify its reputation as a timeless destination that continues to inspire, just as it inspired Boccaccio nearly 700 years ago.
