How TV Tourism Is Turning Fictional Worlds Into Real-Life Travel Goals

From the lush landscapes of Thailand in HBO’s latest season of The White Lotus to the dreamy Parisian cafés in Emily in Paris, modern television is quietly rewriting the rules of travel marketing. What used to be passive screen time now fuels real-life adventures. Welcome to the era of “TV tourism,” where streaming shows inspire spontaneous bookings, boost local economies, and open unexpected doors for tourism boards, hotels and brands.

Binge Now, Book Later

Unlike traditional travel campaigns, from the polished brochures to the sweeping drone shots, television offers something much deeper: a story. We don’t just see Paris or Thailand; we feel them through emotion, plotlines and unforgettable scenes.

And when the credits roll, the next question is often: “How do I go there?”

Thailand Is Having Its Moment

Take The White Lotus, for example. Each season doesn’t just sell a vacation; it sells a whole vibe. After Season 2 aired, interest in Sicily, Italy, boomed, and bookings surged at the San Domenico Palace, the real hotel featured in the show. 

Now, all eyes are on Thailand. Season 3 of the series spotlights Thailand’s serene beaches, vibrant culture and spiritual mystique. And the numbers speak for themselves. After Thailand was announced as the setting of the latest season, searches for flights increased, according to data from Expedia:

• Chiang Mai experienced a 65% increase in travel searches

• Phuket saw a 45% rise in bookings and interest

• Koh Samui had a 30% increase in searches

The shift is clear: television is no longer just something we consume. It’s something that shapes how and where we live out our next escape.

Set-Jetting and Storytelling IRL

Destinations featured in hit series often see waves of “set-jetting,” a tourism trend where fans travel to filming locations. Hospitality revenue, restaurant traffic and visibility for local vendors all benefit. Hotels that offer White Lotus-inspired experiences or cafes that bake Parisian-style croissants, like those from Emily in Paris, are doing more than capitalizing on screen time; they’re becoming part of the cultural conversation. Locations featured in iconic scenes become destinations that fans want to experience themselves, especially when the experiences feel immersive and authentic.

What It Means for PR and Brand Strategy

For PR pros and marketers, TV tourism opens the door for imaginative brand storytelling. Beyond the “visit where it was filmed” pitch, we’re seeing opportunities for chef-led recreations of iconic meals, behind-the-scenes tours of filming locations and even Instagrammable pop-up experiences tied to favorite characters or moments. This isn’t just about riding the coattails of a show, it’s about inviting fans deeper into the world they already love. 

TV tourism isn’t a fleeting trend; it’s a cultural shift. As global content becomes more immersive, destinations must evolve their marketing strategies. It’s no longer about placing a product in a scene; the place is the product. And as long as people keep falling in love with what they watch, they’ll keep booking tickets to experience these destinations first-hand. So, whether it’s the spiritual calm of Thailand or the charm of a Parisian café, don’t just binge it; bookmark it. Because the next big destination might just be in the next show you stream. Keep your eyes on the screen and your passport ready.