The White Lotus Effect: Tourism and Streaming Economics
Since its debut in 2021, HBO’s The White Lotus has made a significant impact beyond entertainment. Set in exotic locales such as Hawaii, Italy, and Thailand, the series has driven a phenomenon known as “set-jetting,” where fans travel to filming locations inspired by their favorite shows. According to Parrot Analytics, the first two seasons of The White Lotus generated $109.05 million for HBO’s streaming service, Max, primarily through subscriber retention.
Each season’s economic contributions are substantial. Season 1 injected $12.9 million into Maui’s economy, while Season 2 generated over $40 million for Sicily. The latest season, filmed in Thailand, has contributed $36.9 million across Koh Samui, Phuket, and Bangkok. Expedia reports a 300% surge in travel demand to past filming locations within 90 days of a season premiere, with Thailand expecting similar growth following Season 3.
Beyond tourism, The White Lotus has driven partnerships with luxury hotels like the Four Seasons, whose properties saw a 425% spike in online searches following the show’s release. Warner Bros. Discovery has leveraged the series’ success to forge marketing collaborations with brands such as American Express, Google Pixel, and BMW, expanding the show’s commercial reach.
Turkish TV: A Global Powerhouse of Drama and Soft Power
While The White Lotus exemplifies Western television’s economic influence, Turkish television series have emerged as a cultural force in their own right. Since the mid-2000s, Turkish dramas have found dedicated audiences in over 170 countries, generating approximately $600 million in annual exports as of 2023. Parrot Analytics reports a staggering 184% increase in international demand for Turkish series between 2020 and 2023, signaling their growing global appeal.
Initially popular in neighboring regions such as Kazakhstan and the Middle East, Turkish series have now captivated viewers in Latin America, Russia, and Europe. Productions such as Gümüş, Ezel, and Black Money Love have drawn millions of viewers, while Netflix’s Midnight at the Pera Palace has further expanded the industry’s reach. The historical drama Resurrection: Ertugrul, produced by Turkey’s state broadcaster TRT, has found high-profile fans, including Venezuela’s President Nicolás Maduro and Malaysia’s Queen Tunku Azizah Aminah Maimunah Iskandariah.
However, Turkish television also navigates political challenges. Shows that offer social commentary, such as Kızıl Goncalar, have faced government-imposed fines and broadcasting bans for addressing controversial themes. Meanwhile, state-backed productions align with Turkey’s political messaging, blending entertainment with ideological influence.
A Tale of Two Industries: Entertainment as an Economic and Cultural Driver
Despite their differences, The White Lotus and Turkish dramas showcase television’s ability to shape economies, drive tourism, and influence international perceptions. While HBO’s prestige drama fuels luxury tourism and streaming revenue, Turkish series exemplify television’s role as a tool for cultural diplomacy. Whether inspiring travel or shaping global narratives, both demonstrate that television’s impact extends far beyond the screen.
