Is the White Lotus effect taking tourism too far? 

When The White Lotus first aired, it seemed like the kind of show that would provoke reflection rather than imitation. Its beautiful resort settings were a backdrop, not the point. The real story was about the dysfunction and privilege of wealthy travellers, using their time in paradise to unravel, one episode at a time.

Yet here we are in 2025, and the satirical punchline seems to have been lost in translation as what began as a critique of luxury tourism has, ironically, become a driver of it. The newly launched White Lotus-themed private jet tour, run by Four Seasons, invites fans to visit all the resorts featured across the show's three seasons. It is marketed as a “World of Wellness” journey. The itinerary spans from Maui to Sicily to Thailand, and costs upwards of $188,000 per person. It is difficult not to wonder: has this gone from clever television to something more problematic?

At first glance, it is easy to see the appeal. Each season is set in a jaw-dropping location, expertly filmed and bursting with atmosphere. The architecture, the landscapes, the sense of escape – it is no surprise that viewers want to step inside the frame. But that desire comes with consequences.

Koh Samui, the filming location for the third season, was already nearing saturation before the cameras arrived. Reports suggest that Bangkok Airways flew over 43 full planes to the island each month last year. It is a place struggling with overtourism, much like Bali, Venice or Dubrovnik. The show’s exposure, while great for resort bookings, only adds fuel to the fire and there is also the curious question of interpretation. 

The White Lotus is not a lifestyle programme. It is a satire of wealth, often darkly funny and deeply critical. Yet it seems to have joined a long list of shows and personalities that inadvertently promote the very things they parody. The Anthony Bourdain effect still lingers in Vietnam, where thousands queue for banh mi sandwiches he once mentioned in passing. Stanley Tucci’s favourite trattorias in Rome now require reservations weeks in advance and even the Friends apartment block in New York continues to draw daily crowds.

In business terms, this is cultural capital turned literal. The value of screen tourism is undeniable as research from the World Travel & Tourism Council suggests that film and television locations can see a tourism boost of up to 30 percent in the year following a hit series. But the growth can be short-term, unbalanced and potentially damaging if destinations are unprepared.

This isn’t to say the travel industry should ignore these trends. Far from it. Experiential tourism is here to stay, and brands that can capture the imagination will continue to thrive. But perhaps there is a need for more intention behind the offerings. What are we selling, and to whom? If a show like The White Lotus becomes a blueprint for luxury travel, what are we saying about the kinds of holidays we value?

It also raises the question of responsibility: should production companies consider the impact of their filming choices? Should hotels and destinations do more to prepare for the exposure that follows? There are no simple answers, but they are worth asking.

For now, one thing is clear: the White Lotus effect is very real. Whether it is sustainable, beneficial or just another example of travel trends running away with themselves, remains to be seen.