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The unequal distribution of the costs and benefits of living with wildlife is one of the causes of human-carnivore conflicts. The existence of large carnivores is valued globally, but the costs of damages and management impacts human residents. The Apennine brown bear is endemic of central Italy and, besides its ecological value, it can attract tourists in search of nature and wilderness. The Advertising Value Equivalent of the bears' appearances in the national newspaper and on television from 2015 to 2020 was used to calculate the economic value of this flagship species as a destination image. The 11 million Euro of Advertising Value Equivalent estimated largely exceeded the amount of reimbursements sustained by the Park to manage this carnivore in the same period. This evaluation of cultural value could be used to highlight the economic benefits provided by the bear and contribute to the discussions with managers and stakeholders. [ABSTRACT FROM AUTHOR]