Montalbano’s magic touch: Panacea for tourism in Sicily

Originating from the imagination of Sicilian writer Andrea Camilleri, Commissario (Inspector) Montalbano represents more than a conventional detective narrative; it has evolved into a significant cultural phenomenon. With over 30 million copies sold and 34 television episodes—one of which attracted a record audience of 12.5 million viewers in a single evening—the series has been broadcast across South America, Asia, Australia, and Europe, reaching a total of 65 countries worldwide. The aim of this study is to discuss the great benefits that the remarkable success of Commissario Montalbano brought to Sicily, both in terms of image and economics in relation to the wider phenomenon of cultural and literary tourism. The series has contributed to rebranding the island as a desirable place to live and visit, effectively challenging long-standing negative stereotypes that portray Sicily primarily as a region plagued by organized crime. Through the morally upright and duty-bound figure of Commissario Montalbano, a new and more positive narrative of Sicilian identity has emerged. Furthermore, Commissario Montalbano has significantly stimulated both film and literary tourism. The series has become an economic catalyst for the otherwise remote province of Ragusa, where tourist numbers have doubled, infrastructural developments have been implemented, and numerous travel agencies now offer dedicated “Montalbano tours” to the filming locations, including Ragusa, Scicli, Donnafugata, and Ibla. In this context, it is also noteworthy that the Val di Noto was inscribed on the UNESCO World Heritage List in 2002, further enhancing the cultural and touristic appeal of the area.