Positano has been featured in several films, including Only You (1994), and Under the Tuscan Sun (2003), as well as being mentioned in the 2009 musical film Nine in the song "Cinema Italiano". Positano is also the setting for the romantic adventure novel, "Finding Positano, A Love Story" (2010), by William James. It also hosts the annual Cartoons on the Bay Festival, at which Pulcinella awards for excellence in animation are presented. From July 1967 and through most of the 1970s, Positano was home of singer-songwriter Shawn Phillips and was where most of his best known work was composed. Also, Mick Jagger and Keith Richards from The Rolling Stones wrote the song "Midnight Rambler" in the cafes of Positano while on vacation.
Today tourism is by far the major industry in Positano. Positano is also very popular for Limoncello and for L"Albertissimo", an alcoholic tipple that can only be found at a small stall at the main harbour