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From Sicilian cliffside resorts to stately English castles and impossibly chic Parisian apartments, film and television have become the ultimate travel agents. Today’s jet-set travellers are increasingly booking holidays inspired not by guidebooks, but by the glossy worlds they binge-watch on screen. The rise of travelling to destinations made famous by film and television has transformed luxury tourism, with fans eager to recreate iconic moments from their favourite shows.
The White Lotus and Sicily’s New Golden Age
At the centre of this cultural shift is the HBO phenomenon The White Lotus. Equal parts social satire and escapist fantasy, the series has propelled destinations into the global spotlight almost overnight. Season one transformed Hawaii’s Four Seasons Resort Maui into one of the world’s most sought-after tropical stays, while season two sent travellers flocking to Sicily in search of sun-drenched glamour, Aperol spritzes, and dramatic Mediterranean vistas.
Taormina, where much of the series was filmed, has experienced a significant tourism surge thanks to its cinematic beauty and decadent atmosphere. The allure lies not simply in the locations themselves, but in the fantasy they represent. The White Lotus sells an aspirational lifestyle – infinity pools, designer wardrobes, private yachts and languid afternoons overlooking crystalline seas. Travellers no longer just want a holiday; they want to feel as though they are stepping into a scene from the show.
According to Virtuoso’s 2026 Luxe Report, the French Riviera is emerging as one of Europe’s fastest-growing luxury destinations, with year-on-year bookings up 53%, followed by Paris at 29% and the Greek Isles at 27%. The trend reflects travellers’ growing appetite for destinations tied to aspirational on-screen worlds, fuelled by cultural phenomena such as The White Lotus.
Adding to the buzz, the upcoming season of The White Lotus is set in the French Riviera, with Airelles Château de la Messardière in Saint-Tropez and Hôtel Martinez in Cannes reportedly featuring as two of the show’s principal hotel properties – further cementing the region’s status as this summer’s ultimate set-jetting destination.
Paris Through Emily’s Lens
Similarly, Emily in Paris has reintroduced Paris to a younger generation of luxury travellers. The Netflix hit presents the French capital through a hyper-stylised lens of couture fashion, rooftop cocktails, and postcard-perfect streets. While Parisians may debate its realism, there is no denying its influence. Searches for Parisian neighbourhoods, chic cafés, and boutique hotels soared following the show’s release, with visitors eager to emulate Emily Cooper’s impossibly glamorous lifestyle.
The series also reflects a wider trend in contemporary tourism: aesthetic travel. Holidaymakers increasingly curate trips designed for social media, prioritising visually iconic locations that mirror cinematic scenes. From strolling across the Pont Alexandre III to dining at elegant pavement cafés, travellers are chasing moments that feel instantly recognisable from screen culture.
The Enduring Appeal of Downton Abbey
For those seeking heritage and grandeur, Downton Abbey continues to wield enormous influence. The period drama transformed Highclere Castle into a global attraction, drawing visitors fascinated by aristocratic British life. The estate, which doubles as Downton Abbey itself, offers audiences the chance to step directly into the Crawley family’s world of lavish drawing rooms, sweeping staircases, and impeccably manicured gardens.
The enduring popularity of Downton Abbey highlights how audiences crave immersive experiences tied to storytelling. Historical dramas, in particular, allow travellers to indulge in nostalgia and fantasy simultaneously – a blend that luxury hospitality brands have increasingly embraced through themed stays, curated tours, and exclusive experiences.
Screen Tourism Beyond Europe
Meanwhile, Dubrovnik owes much of its modern tourism boom to Game of Thrones. The Croatian city’s medieval walls and terracotta rooftops became synonymous with King’s Landing, attracting fans from around the globe. Walking tours dedicated to the series remain among the city’s most popular attractions, proving the long-tail impact of screen tourism even years after a show ends.
Elsewhere, New Zealand remains forever linked with The Lord of the Rings: The Fellowship of the Ring and its sequels. The country’s dramatic landscapes – from rolling green hills to volcanic terrain – became central to the identity of Middle-earth, inspiring a tourism industry built around cinematic adventure. Hobbiton, once merely a film set, is now a permanent tourist destination welcoming fans year-round.
Cinema’s Influence on the Luxury Travel Market
Luxury hotels and tourism boards are increasingly capitalising on this appetite for cinematic escapism. Tailored itineraries inspired by film locations, private behind-the-scenes tours, and themed hospitality packages have become lucrative additions to the travel market. In an age dominated by streaming culture, destinations can achieve global visibility faster than ever before.
Ultimately, the appeal of film and television-inspired travel lies in emotion. These destinations offer more than beautiful scenery; they promise a chance to inhabit a fantasy, however briefly. Whether sipping wine on the Sicilian coast à la The White Lotus, wandering Parisian streets inspired by Emily in Paris, or stepping into aristocratic England through Downton Abbey, travellers are seeking stories as much as places.
