The Impact of TV Shows on Tourism: A New Wave of Set-Jetting
TV shows have long inspired tourists to visit the filming locations of their favorite series, and HBO’s hit show, The White Lotus, is no exception. Currently filming its third season on the remote Thai island of Koh Samui, the location choice has sparked excitement among locals and industry professionals alike. Gopal Kumar, the general manager of the Kamalaya Wellness Sanctuary Koh Samui, views the show as a significant boost for tourism in the area.
This phenomenon, dubbed “The White Lotus Effect,” is part of a growing trend in tourism known as set-jetting. Travelers are increasingly choosing destinations based on their on-screen appearances in popular TV shows and movies. From Star Wars fans flocking to Death Valley to Lord of the Rings enthusiasts visiting New Zealand, the influence of film and television on travel decisions is evident.
According to tourism expert Simon Hudson from the University of South Carolina, this exposure can be seen as a form of destination placement. While the allure of a picturesque setting on screen is undeniable, the reality of visiting these locations may differ from expectations. It is essential to manage cinematic expectations with on-the-ground realities.
In recent years, set-jetting has gained momentum, fueled by the binge-watching habits of audiences during COVID-19 lockdowns. Memorable settings from shows like Bridgerton, Emily in Paris, and Squid Game have ignited wanderlust among viewers. Expedia’s Unpack ’24 Study revealed that a significant portion of travelers has been influenced by on-screen locations, with a notable increase in searches and bookings for destinations featured in popular series.
Recognizing the impact of TV shows on tourism, destination promoters are capitalizing on this trend by designing marketing campaigns around featured locations. Visit Britain’s global marketing director, Robin Johnson, acknowledges the unparalleled platform that TV shows provide for showcasing destinations to a worldwide audience. With the launch of campaigns like “Starring Great Britain,” tourism boards aim to leverage the popularity of shows like Ted Lasso to drive interest and visitation.
As the intersection of entertainment and travel continues to evolve, the influence of TV shows on tourism is undeniable. Set-jetting promises a unique and immersive travel experience for fans who seek to explore the real-world locations of their favorite on-screen adventures.