With the highly anticipated third season of The White Lotus hitting screens, travel enthusiasts and film aficionados are setting their sights on Thailand, the latest idyllic backdrop for the hit series.
But Stage and Screen, a leading travel management company specialising in travel for the film and production industry, is predicting the set-jetting trend could well go up a notch in 2025.
Stage and Screen General Manager Australia Adam Moon said the company was witnessing the burgeoning trend where movie and TV series fanatics travel to filming locations featured in their favourite shows.
“The impact of TV and film on travel decisions, and entire economies for that matter, cannot be overstated.”
Adam Moon, General Manager Australia, Stage and Screen
“Tourists have flocked to Taormina in Italy’s Sicily and Maui in Hawaii, driven by their onscreen portrayals in The White Lotus, and Thailand is set to be the next destination to benefit as the show airs its third season from the Four Seasons Koh Samui.
“Both abroad and locally, film makers in Hollywood are looking to alternative destinations to diversify backdrops and save on cost of production.
“From conversations we’re having with production houses in the U.S., it’s clear they are eyeing the cinematic landscape on offer in Australia, and looking to take advantage of the Federal Government’s Film Location Offset.
“Location selection is primarily driven by cost considerations. Movie production entails a significant amount of risk; studios can invest millions in a project with the hopes of creating a hit, but if it fails to connect with audiences, it can quickly turn into a costly error. So, cost savings where they can be had are prioritised.”
Oxford Economics calculated that the production of Season Two of The White Lotus stimulated over €38 million – or well over AU$60 million – in contribution to Italy’s GDP in 2022. That’s before the tourism spend that came off the back of the show’s airing.
According to internally researched SEO data, Google searches in Australia on “Koh Samui Resorts” are up 36 per cent year-on-year, in the first month of the year, well before the show aired. Searches from the U.S. on “Four Seasons Thailand” was up 51 per cent during the same period, and searches for “Thailand vacation packages” increased by a whopping 131 per cent.
“Set-jetting’s influence extends worldwide, and various destinations have been reaping the benefits of on-screen exposure, just as the major production houses are benefiting from having an open-minded approach to filming and production locations.”
Adam Moon, General Manager Australia, Stage and Screen
“The White Lotus certainly wasn’t the first to entice set-jetters to jet-set abroad. New Zealand’s association with The Lord of the Rings and The Hobbit, Croatia’s with Game of Thrones, and the cast of Friends, along with Carrie Bradshaw swanning through New York City, have long fuelled tourism economies.”
As audiences usher in the year with Thailand at the forefront of their travel aspirations Stage & Screen takes a look ahead to other upcoming films and series poised to spotlight different corners of the globe.
- Peru – Paddington in Peru, released a few months ago, is shining a new light on Peruvian destinations and attracting families. Tour companies are spruiking Paddington Bear tours, with the promise of wildlife, culture, adventure, and fun.
- Malta – Malta, an island off southern Europe, is seeing increased interest with the recent release of Gladiator 2 starring Paul Mescal. Malta is a convenient 95-minute flight to Rome, allowing tourists to continue the Gladiator themed trip through the Colosseum and Roman landmarks.
- USA’s western states – The cowboy core travel trend is underway, with shows like Yellowstone and 1923 drawing crowds to the likes of Wyoming and Montana. Season 2 of 1923 aired on 23 February 2025, and is set to reinvigorate travel to the great outdoors.
- England – England’s Manors and Castles have been home to the likes of Bridgerton, The Crown and Downton Abbey. Bridgerton Season 4 is under production and reportedly dropping in 2026, suspected to spark a tourism boost when it lands on screens.
- New York – And Just Like That Season 3 will bolster Carrie Bradshaw’s New York, when it’s expected to be released this year.
Closer to home
“Film tourism is on the rise in Australia; a standout not just for its stunning landscapes but also for its growing appeal among filmmakers,” Mr Moon said.
Byron Bay became the set for Nine Perfect Strangers, inspired by Nicole Kidman’s involvement. More recently, Sydney’s iconic Harbour, Tamarama and Palm Beach played host to Anyone But You, starring Sydney Sweeney and Glen Powell.
“We’re noticing an uptick in overseas productions choosing Australian locations,” he said.
“The cinematic landscapes in Australia are endless; there are the hotspots of Sydney Harbour, Whitsunday Islands, and Uluru, but there are even more little-known regions that are appealing to the major production houses we work with – whether it’s Mount Macedon, Toowoomba, the Yarra Ranges, the Pilbara, or Clare Valley.”
Adam Moon, General Manager Australia, Stage and Screen
In anticipation of upcoming productions, Stage and Screen remains at the forefront, offering tailored travel solutions for the screen and stage industries.
“Our goal is to support production teams with seamless logistical arrangements, ensuring that their focus remains on creating the enthralling content that inspires audiences to explore the world,” he said.
“As we step into an era where the magic of cinema and television increasingly blends with real-world travel experiences, the synergy between viewing and visiting promises to remain a powerful force within the tourism sector.”