The White Lotus takes 'powerful marketing tool' to Thailand
Known as 'The White Lotus effect', tourism spikes in the glorious locations that Mike White's addictively awful characters take us.
The White Lotus has returned, welcoming a fresh batch of addictively awful characters to another lush part of the world where, despite their best efforts, someone always comes home in a body bag.
After stays in Hawaii and Sicily, the third season of Mike White's Emmy-winning social satire anthology takes place in Thailand on the idyllic island of Koh Samui.
With a population of less than 70,000, the island is the latest picture-perfect backdrop for one of the buzziest shows on television.
Every season of The White Lotus is set across one week at a luxury resort where dark secrets derail a relaxing holiday.
HBO
Thailand will be hoping to ride the wave of film tourism, where travellers book their next holiday based on the locations they see on screen.
And according to experts, it is a powerful marketing phenomenon.
The White Lotus effect
While the White Lotus is a fictional resort, in reality, HBO struck a deal with the Four Seasons last October after using its Maui and Taormina locations for seasons one and two, respectively.
Four Seasons executive vice-president and chief commercial officer Marc Speichert told ABC News the hotel and resort chain observed "significant interest" from guests following The White Lotus.
"The growth in visitor numbers has been truly remarkable," Speichert said.
"Maui experienced a 425 percent year-over-year increase in website visits and a 386 percent increase in availability checks during season one alone.
"We're already seeing a similar positive response for Thailand as excitement builds around season three."
The White Lotus has already been renewed for a fourth season, but no location has been locked in yet.
HBO
After the first two seasons of The White Lotus, Expedia saw searches for Hawaii and Sicily each spike 300 percent, though the travel website did not provide raw numbers.
"Destination marketing is vitally important for countries all around the world," says Professor Gary Mortimer from the Queensland University of Technology's Business School.
"You only need to think of actual travel shows, which often are funded by a tourism board of a country.
"In any show or doco that profiles a location, particularly the travel, tourism and hospitality elements of it — great bars, amazing resorts, beautiful beaches, fabulous landscapes — it's designed to attract people to that destination."
Professor Mortimer adds that The White Lotus resonates with "a particular audience".
"It is an upper-class, premium audience, the characters play that sort of role as well, so it's targeted quite well."
'Multifaceted phenomenon'
The White Lotus sells Koh Samui as an island paradise — but the whole season was nearly set in Japan.
When producers began location scouting, tourism authorities in Thailand pulled out all the stops to lure the critically acclaimed production to its shores.
The third season of The White Lotus was nearly set in Japan before Thailand pulled out all the stops.
HBO
Tourism Authority of Thailand executive Siripakorn Cheawsamoot told the ABC last April they were proactive in their attempts to be chosen as the show's latest destination.
"We approached The White Lotus production team and then we talked with them about trying to bring their budget costs down with potential partners," Cheawsamoot told the ABC's South East Asia correspondent, Lauren Day.
Two kinds of incentives were used to entice the production: cash incentives such as rebates, then "in-kind incentives" such as free services.
But one of the biggest drawcards was the Thai government's film incentive program, which offers a cash rebate of up to 20 per cent for foreign film productions.
In 2022, the government waived the personal income tax for foreign talent for five years, meaning the stars of season three would not have paid Thai tax during filming.
For all its benefits, film tourism can quickly give way to overtourism.
HBO
According to Associate Professor Monica Chien, a tourism behaviour and destination marketing expert from UQ Business School, Thailand's bid for The White Lotus underscores "the immense value of film tourism as a strategic tool for destination marketing and economic growth".
"Film tourism is a multifaceted phenomenon that encompasses a wide range of activities and cultural experiences, all of which can significantly influence a destination's image and drive visitation," she told ABC News.
Traditionally, film tourism involves visits to locations featured in specific films or television shows.
"These include the interplay of landscape, iconic features, narratives and characters, as well as the extent to which the location itself becomes a central character in the story," Chien says.
"Film tourism has proven to be a powerful marketing tool, capable of increasing awareness and interest in lesser-known destinations while adding value to already popular tourist hubs like London or New York.
"For instance, I vividly remember my trip to New York 15 years ago, where the first thing I wanted to do was take a guided tour to visit all the iconic locations featured in Sex and the City.
"While striking landscapes and visually appealing settings may enhance a destination's appeal, tourism literature has suggested that it is the story — rather than just the scenery — that drives film tourism."
Cinema and tourism 'deeply intertwined'
The White Lotus isn't the only show giving viewers finding travel inspiration.
According to Expedia, Ted Lasso prompted a 160 per cent surge for searches for Richmond, the leafy suburb of London, following its second season.
Meanwhile, searches for the Scottish Highlands recorded a 190 percent ramp-up following the second season of The Traitors, compared with data from two years prior.
"The relationship between cinema and tourism is deeply intertwined," Chien says.
"When tourists visit film locations, they generate substantial revenue for local businesses, including accommodations, restaurants, tour operators, retail outlets and transportation services."
Beyond the obvious economic advantages, Chien says several other advantages include enhancing a destination's image, propping up off-season business and reputational management.
But a surge in popularity can quickly give way to overtourism, straining local infrastructure, disrupting communities and degrading the environment.
"Many destinations are unprepared for the sudden influx of tourists driven by the popularity of a specific film or television series," Dr Chien says.
One example Chien points to is Thailand's Maya Bay, which was made famous by the film The Beach.
"The surge in tourism following the movie's release led to severe ecological damage, forcing authorities to close the beach for several years to allow the fragile ecosystem to recover," she said.
Audiences are only just getting to know the characters of season three, but The White Lotus has already been renewed for a fourth season.
As for where viewers can expect the show to travel to next?
"We're going on some location scouting in the next couple of weeks, so we'll know soon," HBO programming executive Francesca Orsi told Deadline.
"I can't really say where we're going to land but chances are, somewhere in Europe."
