Randy Taraborrelli commented that "Many female artists behave like a diva for a period when they reach superstar status, and the 'Who's That Girl?' tour marked the beginning of Madonna's." It is also noted for giving rise to the term "new Madonna", a stronger and more intelligent sexual image of her former self which had given rise to the term Madonna wannabe. Who's That Girl was broadcast in a number of international television channels and was released on VHS titled Ciao Italia: Live from Italy. According to Pollstar, it was the second highest-grossing female concert tour of 1987, behind Tina Turner's Break Every Rule Tour.
It was a commercial success, grossing in total of US$25 million by playing in front of 1.5 million audience. The tour was critically appreciated, with reviewers commending the extravagant nature of the concert and Madonna as a performer. The show consisted of seven costume changes, with song-and-dance routines, theatrics and addressing social causes. The title Who's That Girl came to Madonna's mind when during rehearsals one-day she looked at a gigantic image of herself, projected on a screen on the stage.
Patrick Leonard, who was the music director, encouraged Madonna to go with the idea of remixing and presenting her older songs for the show. The stage had four video screens, multimedia projectors and a flight of stairs in the middle. For the costumes, she collaborated with designer Marlene Stewart, expanding on the idea of bringing her popular video characters to life onstage, reworking scenes from her music videos. Madonna trained physically doing aerobics, jogging and weight-lifting, to cope with the choreography and the dance routines. Musically and technically superior to her previous Virgin Tour, Who's That Girl incorporated multimedia components to make the show more appealing. It was Madonna's first world tour and marked her first visits to Japan and Europe. The tour supported her 1986 third studio album True Blue, as well as the 1987 soundtrack Who's That Girl. The Who's That Girl World Tour (billed as Who's That Girl World Tour 1987) was the second concert tour by American singer and songwriter Madonna.
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