Set-Jetting: How White Lotus Sparked a Travel Fever and Is Reshaping Global Tourism

Have you been watching HBO’s White Lotus recently? If so, chances are you’re already googling flight prices to Thailand. And you’re far from alone — a staggering 66% of tourists worldwide have booked a holiday this year to a destination they saw in their favourite TV show or film. Welcome to the world of set-jetting, the travel trend that’s reshaping the entire tourism industry.

The set-jetting phenomenon is growing at a remarkable pace, dramatically influencing travel preferences across the globe. This trend, officially coined by Expedia in 2022, has surged by 27% since that year, and experts predict 2025 will bring record-breaking numbers.

Film Tourism Takes the World by Storm: What Is Set-Jetting?

Set-jetting refers to the growing phenomenon of travellers visiting destinations made famous by films and TV series. This trend has accelerated dramatically with the rise of streaming platforms, which have fundamentally changed how we consume audiovisual content.

Picture this: it’s Sunday evening, you’re glued to a gripping episode of your favourite show set on a stunning white-sand beach. Suddenly, you feel an irresistible urge to open an airline website and start planning a trip to that very spot. That’s exactly what’s happening to millions of people around the world.

The term “set-jetting” is a playful twist on “jet-setting” (the glamorous travel lifestyle of the wealthy). Officially named by Expedia in 2022, it describes the growing trend of people visiting destinations made famous by films and TV series.

And the statistics are truly jaw-dropping. While in 2022, 39% of travellers said they’d booked a trip to a destination they saw in a show or film, by 2024 that figure had skyrocketed to 66%. Experts predict 2025 will push those numbers even higher.

“Ten years ago, we didn’t have Disney+ and Netflix was a much smaller phenomenon,” explains Seren Welch, a specialist in film tourism. “Today, streaming algorithms are powerful drivers of our behaviour far beyond the screen,” she adds.

So what’s behind this massive surge? The answer is simple — streaming platforms have transformed the way we consume content. We no longer have to wait for weekly episodes; instead, we can binge entire series in a single weekend. This total immersion in a story creates a much stronger emotional connection to the places where it unfolds.

The “White Lotus Effect” in Numbers

Few shows illustrate the power of set-jetting better than HBO’s hit White Lotus. This dark comedy, which satirises the lives of ultra-wealthy guests at luxury resorts (and usually ends with someone in a body bag), paradoxically inspires viewers to visit the very places where the characters behave so appallingly.

The First Wave: Hawaii (2021)

The first season, which aired in 2021, was set at the Four Seasons resort on Maui, Hawaii. The set-jetting impact was immediate and absolutely staggering:

• Four Seasons saw an incredible 425% year-on-year increase in website visits
• Availability checks for accommodation surged by 386%
• Hawaii became the hottest destination overnight for fans of the show
• Local tourism boards reported a spike in demand for “White Lotus tours”

The Second Wave: Sicily (2022)

The second season moved the action to San Domenico Palace, another Four Seasons property, in Taormina, Sicily. The set-jetting impact after this season was even more dramatic:

• Luxury travel agency Virtuoso recorded a staggering 424% increase in Sicily trip sales after the October 2022 premiere
• The resort itself was fully booked for six months in advance!
• Local restaurants and bars started offering “White Lotus menus” and cocktails inspired by the show
• Accommodation prices in the surrounding area rose by an average of 30%
• Taormina recorded a historic high in the number of American tourists

The Third Wave: Thailand (2024)

And the third season? It had barely started airing and was already causing shockwaves across the travel industry:

• Even before filming began on Thailand’s Koh Samui, bookings at the local Four Seasons jumped by 40%!
• Marc Speichert, Chief Commercial Officer at Four Seasons, expects that number to “grow exponentially” once the series airs
• According to Thai media, luxury tourism driven by the “White Lotus effect” is expected to boost visitor spending by 10–15%
• Accommodation prices in Thailand are set to rise by a staggering 40% this year alone
• The Tourism Authority of Thailand (TAT) launched a dedicated website (thewhitelotus.thailandinsider.com) offering travel tips inspired by the show

How Much Does a “White Lotus” Experience Cost?

If you’re dreaming of strolling along the same beaches as Jennifer Coolidge or other characters from the show, you’d better have deep pockets:

• Four Seasons in Koh Samui offers villas with private pools starting at around €1,100 per night in the off-season
• During peak season, prices can soar above €2,300 per night
• If you want the exact villa where key scenes were filmed, expect to pay upwards of €3,800 per night

For the truly dedicated, Four Seasons has put together a special package — a 20-day private jet trip covering all filming locations from the three seasons of White Lotus, plus five additional luxury destinations. The price? It’s the kind of money that could buy you a small flat — starting at around €185,000 per person.

The Tourism Authority of Thailand is well aware of the potential the show brings. Beyond the dedicated website, they’re preparing themed packages that include visits to filming locations, culinary experiences inspired by the series, and even “White Lotus wellness retreats”.

The Dark Side of Set-Jetting: When TV Fantasy Meets Reality

While tourism boards and luxury hotels celebrate the influx of new customers, environmentalists and local communities have serious concerns. The increased flood of tourists to ecologically sensitive areas like Koh Samui can have devastating consequences:

• The island is already facing a serious shortage of drinking water
• Coral reefs are suffering under the pressure of too many visitors
• Waste management infrastructure isn’t designed to cope with sudden spikes in tourism
• Local residents are being priced out of the property market due to rising costs

This isn’t the first time film tourism has caused an environmental crisis. The Beach, starring Leonardo DiCaprio, brought so many tourists to Thailand’s Maya Bay that authorities were forced to close it for several years to allow the fragile ecosystem to recover. Even today, more than twenty years after the film’s release, strict visitor limits remain in place.

“The White Lotus effect on Koh Samui could be even more dramatic,” warns Thai environmentalist Supaporn Malila. “The show is far more popular than The Beach was in its day, and today’s streaming platforms have a much wider reach.”

Set-Jetting Around the World: It’s Not Just White Lotus Redrawing the Travel Map

White Lotus is far from the only reason people are packing their bags and heading to film destinations. Set-jetting as a global phenomenon dates back to the early 21st century and has touched virtually every corner of the planet:

• New Zealand: The Lord of the Rings trilogy put the country on the map for legions of fans eager to explore Middle-earth. Film-related tourism generates more than $200 million annually for the economy.
• Croatia: Game of Thrones turned Dubrovnik into such a tourist hotspot that the city had to cap visitor numbers in its historic centre. Before the show, around 1 million tourists visited annually; afterwards, that figure swelled to over 3 million.

• France: Emily in Paris brought a new wave of tourists to the Parisian cobblestone streets and chic cafés. Some filming locations saw visitor numbers spike by up to 200%.
• United Kingdom: Harry Potter fans still flock to London to visit iconic spots like King’s Cross station and the Millennium Bridge. Meanwhile, Bridgerton is adding another layer of set-jetting across England.
• South Korea: Thanks to the phenomenal success of Squid Game and other Korean dramas, South Korea’s Jeju Island has become one of the fastest-growing tourist destinations in Asia.
• Scotland: Outlander has driven visitor numbers at some Scottish castles and historic sites up by as much as 200%.
• Spain: Money Heist (La Casa de Papel) drew tourists to the Royal Mint of Spain and other Madrid locations.
• Greece: Greek islands like Skiathos and Skopelos were catapulted to fame by the musical Mamma Mia.

Set-Jetting in the Czech Republic: Film Locations as a Tourist Magnet

This trend has also made a significant impact on the Czech Republic. According to a survey by the Czech National Tourism Board – CzechTourism – nearly half of tourists visiting the country over the past five years have sought out filming locations. It’s hardly surprising — Prague’s stunning architecture frequently doubles for Vienna or Hamburg in major international productions.

“Film has long been a powerful motivator for travel worldwide. Thanks to locations known from the big screen, many international tourists choose to holiday in the Czech Republic,” confirms Petr Janeček, head of the CzechTourism Institute of Tourism. “Nearly 48% of Czech residents have recently visited or plan to visit a domestic destination inspired by a film or TV show that captivated them.”

Among the most popular filming locations in the Czech Republic are:

• Castles and châteaux such as Hluboká nad Vltavou, Bouzov, Červená Lhota, and Karlštejn
• The historic centres of Český Krumlov and Prague
• Lednice, Telč, and Karlovy Vary
• Various locations used in beloved Czech film comedies

Prague served as a filming location for the Hollywood blockbuster The Gray Man starring Ryan Gosling, drawing international attention to Czech locations. The city has also appeared in Mission: Impossible, Spider-Man: Far From Home, and many other major productions. If you’re visiting Prague, consider booking a film locations tour through GetYourGuide to see these iconic spots for yourself.

The Multi-Platform Reality: Why Streamers Decide Where We Go on Holiday

The world of travel is changing dramatically, and the power of streaming platforms in shaping travel trends is undeniable. “I’ve heard a British Airways executive say that when they see a sudden surge in traffic to a particular destination, they check what’s trending on Netflix to explain it,” says film tourism expert Seren Welch.

Marc Kamine, one of the executive producers of White Lotus, confirms that the team responsible for location scouting is well aware of the impact their decisions have on future bookings and local tourism.

“I stay in touch with hotel managers from previous seasons,” says Kamine. “We’re aware of the overtourism debate, but these popular five-star locations already have existing tourism infrastructure and were developed to handle a certain volume of visitors.”

Streaming giants like Netflix, HBO, and Disney+ now effectively control not only what we watch, but where we travel. According to an Expedia study from 2023, 78% of millennials tend to seek out destinations from their favourite shows, and 61% of them end up making a booking.

Which Set-Jetting Destinations Will Be the Biggest Hits of 2025?

According to Expedia’s predictions for 2025, the top set-jetting locations — beyond Koh Samui — will include:

• South Korea’s Jeju Island – thanks to the ongoing success of Korean dramas and Squid Game
• Budapest, Hungary – thanks to the film Maria starring Angelina Jolie
• Montana, USA – driven by the Yellowstone prequel 1923
• Ireland – where the second series of Wednesday was filmed
• Japan – thanks to new Netflix anime adaptations
• New Zealand – driven by new projects from the Lord of the Rings universe

And what about a fourth season of White Lotus? While fans speculate about the next luxury Four Seasons resort, Kamine has only revealed that the location must meet one crucial requirement — it has to be a place where it’s easy to hide a body. Perfectly on-brand for the show’s dark humour!

Rumoured candidates for a fourth season include:

• The Portuguese Algarve coast
• The Greek island of Santorini
• The French Riviera
• Cabo San Lucas, Mexico

How to Travel Like a Film Star (Without the Hollywood Budget)

Fancy your own set-jetting adventure but don’t have a celebrity-sized budget? Here are some practical tips to make it happen:

1. Travel off-season – popular film and TV locations are typically 30–50% cheaper outside peak times.
2. Look for alternative accommodation – stay near the famous hotel rather than in it. Around the Four Seasons in Koh Samui, you’ll find charming boutique hotels at a third of the price. Try searching on Booking.com for great deals nearby.
3. Book themed tours – many tour operators offer specialised film tours at a fraction of the cost of a luxury resort stay. In Dubrovnik, for example, a full Game of Thrones walking tour costs around €40. Check out GetYourGuide for options.
4. Enjoy the main attractions for free – you can often visit public beaches or exteriors at no cost. In Sicily, you can walk the same streets of Taormina as the White Lotus characters without paying a penny.
5. Create your own film itinerary – with a bit of research, you can follow in your favourite characters’ footsteps without a guide. Fan websites often feature detailed maps of popular scenes’ filming locations.
6. Use social media – follow hashtags related to your favourite show to discover lesser-known but equally Instagrammable spots.
7. Explore the lesser-known locations – while everyone heads to the Four Seasons, check out other spots from White Lotus like local restaurants or beaches that also appeared in the show but don’t attract the same crowds.

Is the Future of Travel in the Hands of Screenwriters?

Set-jetting isn’t just a passing fad — it represents a fundamental shift in how we choose our travel destinations. As streaming platforms grow ever more powerful and our ability to binge entire series in one sitting becomes the norm, this trend is only going to intensify.

As tourism specialist Monica Chien notes: “The relationship between film and tourism is deeply intertwined. When tourists visit filming locations, they generate significant revenue for local businesses, but they also create new challenges around preserving the authenticity and sustainability of those places.”

Travel agencies and hotels are already striking preliminary deals with production companies in the hope that their destination will be chosen for the next big hit. Some countries are even offering special tax breaks to film productions — not just for the jobs they create, but for the tourism boost they bring.

The question remains: can we sustainably manage this new form of mass tourism? Will set-jetting ultimately prove to be a blessing or a curse for destinations that suddenly find themselves in the spotlight?

One thing’s for certain — the next great travel craze is being born right now on your television screen.

Frequently Asked Questions About Set-Jetting and the White Lotus Effect