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Tourists in France spent 58 billion euros last year. That's 1.2 billion euros more than in 2019,

the last year before the pandemic shuttered the tourism industry.

One factor behind this growth is what some have dubbed the Emily Effect, tourists who want

to visit Paris because of the Netflix show Emily in Paris.

Emily and Paris has become one of Netflix's most popular offering since it came out in 2020. It was the most viewed comedy on the platform that year, and season three, which came out last November,

reached the top 10 most viewed shows on Netflix in 93 countries.

The show premiered in the middle of the pandemic, making it the perfect opportunity for armchair tourism. But once the pandemic waned,

viewers could do more than just watch Emily's adventures from the couch. They started to actually

go to the city where Emily lives and works. I wanted to see the architecture and everything

else that is around here. But Emily and Paris brought my heart here in the beginning.

In this episode, we'll hear from people in the tourism industry

about how Emily and Paris and other media are attracting tourists.

Everyone is coming for Emily.

Because they come for the bakery, the restaurant, everyone.

And some of my guests, they just came because they saw Paris on TV.

We'll also hear from social media influencers about the effects of smaller screens.

In Emily in Paris, Emily works for a French marketing firm, using social media to share snapshots from the city with a growing online following.

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