The influence of TV shows and films on travel destinations has become more evident than ever, with the rise of streaming services and global media consumption. One of the latest examples is “The White Lotus effect,” a phenomenon where tourism spikes in locations featured in the critically acclaimed HBO series The White Lotus.
As the show gears up for its highly anticipated third season, set in Thailand, tourism trends once again reflect the show’s growing impact. Previous seasons, filmed in Hawaii and Sicily, saw significant increases in bookings and visitor interest. But how exactly does a TV show influence global travel patterns?
The concept of “screen tourism” is not new. Iconic films like The Lord of the Rings boosted tourism in New Zealand, while The Sound of Music continues to attract visitors to Salzburg, Austria, decades after its release. However, the digital era has amplified this effect, with streaming platforms enabling instant and widespread exposure.
Seren Welch, a screen tourism specialist, noted a dramatic shift in how media influences travel decisions. “Back in 2015, research indicated that around one in five visitors to Britain was influenced by TV and film. Today, that number has skyrocketed, with nine in ten visitors citing on-screen exposure as a factor in their travel plans,” Welch explained.
The accessibility of streaming platforms like Netflix, Disney+, and HBO Max has allowed audiences to immerse themselves in destinations showcased on screen. As a result, scenic filming locations become aspirational travel goals, often leading to an influx of tourists looking to experience the settings firsthand.
Since its debut, The White Lotus has mastered the art of blending luxurious resorts with gripping narratives, drawing audiences into its visually stunning yet tension-filled settings. Each season, set in a different high-end location, showcases breathtaking landscapes and exclusive hotels, sparking wanderlust among viewers.
When season one premiered in 2021, filmed at the Four Seasons Resort Maui at Wailea in Hawaii, the property reported a 425% increase in website visits and a 386% jump in availability checks. Season two, set in Sicily’s San Domenico Palace, experienced similar effects, with the hotel booked out for months following the show’s release.
With season three set in Thailand, history is repeating itself. Hotels.com reported a 40% surge in booking interest for the Four Seasons Resort Koh Samui, one of the show’s filming locations. Airlines like Finnair have responded by adding extra weekly flights to Phuket to accommodate growing demand
Choosing a filming location is a complex process, balancing aesthetics, logistics, and financial considerations. Mark Kamine, executive producer of The White Lotus, shares insights into this decision making process.
“Mike White [the show’s creator] wanted a setting that reflected themes of Eastern philosophy,” Kamine explained. Early contenders included Korea, the Philippines, Japan, Bali, and Sri Lanka, but Thailand ultimately won due to its combination of luxury, culture, and cinematic appeal.
Interestingly, while the show’s settings appear seamless on screen, the production team often takes creative liberties. For instance, the Sicilian resort in season two does not have a beach directly on site, as it appears in the show. Similarly, scenes in season three are filmed across multiple locations, including the Mandarin Oriental Bangkok and Anantara Mai Khao Phuket, rather than a single resort.
While TV tourism can boost local economies, it also raises concerns about overtourism and sustainability. Kamine acknowledges these challenges, emphasizing that the featured locations in The White Lotus are already well established tourist destinations with the infrastructure to accommodate high visitor numbers.
Nevertheless, as the series continues to attract global audiences, its influence on travel choices remains undeniable. Whether it’s the allure of luxury resorts or the intrigue of dramatic storylines, The White Lotus effect has cemented itself as a powerful force in shaping modern tourism trends.
