A recent example of this phenomenon is The White Lotus, which follows a group of wealthy individuals enjoying a vacation at a luxury resort. How’s that for a strong tourist appeal?
The White Lotus Effect Is Very Real
Each season of The White Lotus has seen an increase in visitors to the locations where it was filmed. The BBC has analyzed this phenomenon, which it refers to as “The White Lotus effect.”
The White Lotus explores a group of wealthy individuals while they vacation at a luxury resort. Although the show is set at the fictional White Lotus resorts, the real settings are Four Seasons hotels.
For instance, the first season was entirely set at the Four Seasons Resort Maui in Wailea, Hawaii. According to the BBC, the hotel experienced an astonishing 425% annual increase in website visitors and a 386% spike in inquiries for availability after the first season aired. Even four years after the series premiered in Hawaii, there’s still no availability for the Pineapple Suite featured in the show.
The hotel chain has capitalized on the show’s popularity by offering a premium experience that mimics the lavish lifestyles of its characters. A 20-day private jet tour to the three hotels used as filming locations for The White Lotus starts at $188,000 per adult.
The White Lotus Tourism: What Does the Data Say?
In terms of tourism impact, the first season of The White Lotus attracted $12.89 million in local economic activity in Hawaii, according to The Wrap. This generated $3.86 million in wages for island workers and brought in $7 million in investments for local businesses and suppliers.
The first season’s impact was massive, although the show hadn’t reached its current level of popularity yet. Notably, Variety reported 4.2 million viewers for episode 6 of the third season.
For the second season, the wealthy characters relocated to the Four Seasons San Domenico Palace in Taormina in Sicily, bringing along a new wave of followers.
The series was coming off the success of a very popular first season, and viewership numbers increased considerably. After the second season aired, the local tourism economy in Sicily was boosted by $40.1 million. This led to $18.7 million in wages for local workers and an investment of $21.4 million in local businesses and suppliers.
The third season is set in the Four Seasons Resort Koh Samui in Thailand. Numbers suggest it’ll also become a major tourist attraction. So far, it’s already generated $36.9 million in tourist-related activities.
According to The New York Times, bookings at Thailand’s Four Seasons hotel have experienced a 40% increase in reservations. Additionally, local airline officials told Bloomberg that they expect a record 2.7 million visitors this year due to The White Lotus effect.
Set-Jetting: Choosing a Destination Based on Your Favorite TV Show
The White Lotus success isn’t an isolated case. It reflects a growing trend where people are inspired to choose vacation destinations based on popular TV shows. The “set-jetting” phenomenon, or film-induced tourism, has gained momentum as travelers seek to experience the luxurious getaways depicted by the wealthy characters in their favorite shows.
According to an Expedia report, 66% of travelers have considered visiting a destination featured in a TV show or film. Meanwhile, 39% have ultimately taken a vacation in one of these filming locations seen on TV or at the movies.
Game of Thrones had an even more significant impact on its filming sites. One prime example is Dubrovnik, which served as the backdrop for King’s Landing. After the series premiered, the city experienced a 40% increase in international tourists. This surge in visitors led to immediate economic benefits, including a 60% rise in local tourism-related revenues.
However, the effects of the series have also brought some challenges for the residents of Dubrovnik. A study found that between 2012 and 2018, housing prices in the city surged by 28%. This increase was partly driven by foreign investments and an influx of outsiders looking to buy property in the popular location.
Image | Fabio Lovino/HBO [1, 2] | Mario Perez/HBO
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