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The White Lotus Effect: How TV Impacts Travel and Tourism Trends
The season three finale of HBO's The White Lotus had millions of us glued to our screens—and it also sparked a wave of interest in the show’s gorgeous filming location. It’s a perfect example of how TV and movies are driving travel trends in a big way, and it’s something travel marketers can’t ignore.
From “set-jetting” (traveling to famous TV or movie locations) to influencers sharing their trips online, media is shaping where people want to go. Destinations that tap into pop culture are seeing big wins.
Tuning In to Travel and Destination Popularity
HBO's The White Lotus is rewriting tourism statistics. According to The Post, online searches for the Four Seasons skyrocketed by 425% after the show's release. Visitors are flocking to locations like Hawaii, Sicily and now Thailand. Luxury offerings, such as the infamous Pineapple Suite from season one, remain nearly impossible to book years after their debuts.
Local economies are feeling the impact too. From themed wine tours to high-end spa experiences, businesses in the show's filming locations have leaned into the craze by offering custom packages inspired by The White Lotus. These tailored experiences make it easier for set-jetters to follow in the designer footsteps of their favorite characters (even if most of us can’t access Tanya’s mega-yachts).
Travel marketing tip:
Develop immersive experiences around globally loved shows. Behind-the-scenes tours, themed food menus and exclusive merchandise give fans authentic ways to connect with their favorite stories. Just be sure to skip the pina coladas (if you know, you know).
Other Blockbusters Driving Tourism Impact
While The White Lotus has undoubtedly captured recent buzz, it’s hardly the first or only show to wield such influence:
- Game of Thrones and Dubrovnik, Croatia
Dubrovnik’s ancient walls and stunning sunsets have become synonymous with the mythical King’s Landing. HBO’s global hit fueled unprecedented interest in the city, with Game of Thrones-themed tours generating $24.4 million in revenue. This created both economic opportunities and sustainability challenges for the small city.
- Emily in Paris and France
Netflix’s Emily in Paris gave France's tourism industry a glow-up. A 2022 study revealed that 1 in 10 tourists visited Paris because of pop culture influences. Of that group, the iconic fashion and storylines of Emily in Paris inspired 38% of the visits, outperforming other French Netflix hits.
- Yellowstone and Montana
Western-style escapism has spurred record interest in Montana tourism thanks to Kevin Costner’s Yellowstone. A University of Montana study estimates the series generated $834 million for the state’s economy through heightened awareness of its wild, untamed beauty.
Travel marketing tip:
Keep an eye on entertainment trends by regularly analyzing upcoming releases and audience sentiment. This insight allows you to act fast—creating partnerships, themed campaigns or custom tours while buzz around a movie or show is still fresh.
The Amplifying Role of Social Media in Travel and Tourism
TV and film inspire wanderlust, but social media platforms like TikTok and Instagram take it to the next level. According to a recent Statista study, 75% of travelers rely on social media to pick their next destination. Clips re-creating moments from The White Lotus or simulating Emily in Paris scenes populate feeds globally, offering organic yet highly visual advertisements for these destinations.
Influencers also play a pivotal role by bridging entertainment and aspirational travel. Whether they’re highlighting Dubrovnik's ancient history or Sicily’s coastline inspired by The White Lotus, influencers offer viewers immersive digital previews of these bucket-list getaways.
Travel marketing tip:
Enlisting influencers who specialize in cinematic storytelling can amplify your destination's reach. “Onscreen-to-offscreen” travel content can show followers how to transform their favorite TV scenes into tangible trips.
If The White Lotus finale left you longing to turn marketing buzz into measurable impact, now’s the perfect moment to act. Need help crafting campaigns or themed experiences? Connect with us for marketing solutions that set your brand apart.
Sources:
- “The ‘White Lotus’ Boosts International Economies, Tourism,” The Post Athens, March 2025.
- “Croatia’s Game of Thrones Town to Limit Tourist Traffic in 2025,” Skift, October 2024.
- “France’s Tourism Industry Gets Boost From Netflix Shows,” ETIAS.com.
- “8 Ways Yellowstone Has Impacted Montana Tourism,” Factual America.
- “How Social Media Is Defining Travel & Tourism in 2024,” Benoit Properties, February 2024.