People are flocking to Italy to visit McDonald's for one thing

When it comes to McDonald’s collectibles, the average punter probably expects that it’s all to do with Happy Meals. With a regular rotation of themed plastic tat, there’s often something new under the golden arches to add to your collection.

Now and then, however, something a little more significant than a beanie baby or a pack of Pokémon cards, and right now a promotion in Italy has got die-hard collectors booking flights.

Following up on a similar campaign from 2024, McDonald’s Italy has launched a new adult meal promotion with a much more grown-up rendition of a Happy Meal prize.

You’ll be the talk of the beachfront if you rock up with one, that’s for sure: a McDonald’s beach towel.

Now, if you think there can’t possibly be anyone out there who would make a trip to Italy solely for a McDonald’s beach towel, think again.

A TikToker who made the trip specifically for a towel they may well have been able to snap up on eBay helped us out by documenting her journey.

"POV: You go to Italy to get the McDonald's towel," said Leonie in the TikTok video’s caption.

A presumably-glamorous assistant filmed her as she headed into the Italian Maccies, made a beeline for the touchscreen order point, and picked out the ‘nouvi teli mare’ option. In English, that’s ‘new beach towels’.

"Hoping for the ice cream or the burger," she said, referring to the fact these towels are available in four varieties: a Big Mac, a drink, fries, or a McFlurry.

Hopes were soon dashed, however, as Leonie opened her bag to exclaim, “Not the freaking soda!”

Leonie’s trip was entirely in vain, however, as her video has drawn over 1.4 million views at the time of writing.

She isn’t alone in making the trip, with an Australian fan heading halfway across the world to get her own nuovi teli mare.

"I travelled all the way to Italy to secure a McDonald's beach towel," said Ana in her TikTok clip, which has also clawed in over 1.4 million views. Ana got herself the fries towel, if you were wondering.

"This is actually really dangerous because now we’ve all had to book flights to Italy to get a McDonald’s beach towel," said one comment on Ana’s video. Yep, all of us have had to do it.

"What! I’m going to Italy on Monday,” said one fan who’s about to enjoy their lucky coincidence. “I’m gonna go to McDonald’s." There are, of course, other things to see and do in Italy.

"I literally told my parents all about it and we are in Italy right now and we drove to McDonald's and my parents are getting me one,” said another comment.

"The only thing my six-year old enjoyed in Italy,” quipped another.

When asked about the details, Ana explained: "You have to order specific meals! There is an option at those kiosks that tell you which ones you need to order to get the towel."

McDonald’s Italia’s promo details say: "Offer valid at participating McDonald's locations. While supplies last. Purchase of a Large McMenu or Happy Meal includes a Beach Towel.

"Check prices at participating McDonald's locations. Beach towels cannot be sold separately. You cannot choose the design of your beach towel."