The effect of celebrities on the popularity of a holiday location can be pronounced.
Where the likes of Brad Pitt, William and Kate, or Beyoncé take a trip can massively raise the profile of a destination and encourage more people to go there.
But not all those in the spotlight are equal. On the day that David Cameron announced his family holiday plans in Tuscany, Skyscanner saw a 7% fall in flight searches for the Italian location, compared to the same day the previous week.
The allure of seeing the PM in his speedos in the hotel pool obviously lacks the appeal of catching a glimpse of Brad with his top off, or Beyoncé in a bikini.