The White Lotus shows us the power of Film Tourism... and a creative way of doing destination PR

All eyes on Thailand.

If you’re wondering why almost every travel blog or website has been mentioning Thailand, there’s one major explanation – The White Lotus.

This HBO dram-edy, known for its satire on class, privilege, and power, does more than entertain. It has single-handedly turned its filming locations into must-visit destinations and flight bookings. The most recent season, set in Thailand, has catapulted the country to the top of countless 2025 travel lists, with outlets like Condé Nast Traveler, Travel + Leisure and Afar Media dedicating features to Thailand’s beauty, culture, cuisine, and everything in between.

This is a prime example of film tourism and why the Caribbean should fully tap into it.

Film: The Ultimate Storyteller

Film tourism is much more than having a beautiful backdrop; it’s about emotional storytelling, visual branding, and global reach. Viewers don't just watch the show, they want to experience the show. They want to stay where the characters stayed, eat where they dined, and post from the very same infinity pools.

When a high-profile production like The White Lotus chooses your destination, you're not just getting a film crew—you’re getting global media coverage, celebrity association, social media buzz, and the effects of aspirational travel.

The Caribbean on Screen

The Caribbean has seen glimpses of the effects of film tourism before. For example, Pirates of the Caribbean provided international awareness for St. Vincent and the Grenadines with fans still visiting looking for Jack Sparrow’s beach. Barbados had a prime moment when it was featured in HBO's Succession, with media dissecting the shooting locations and luxe island vibe, and Grenada saw new exposure through the reality series Below Deck, as yacht lovers began to see the island as more than a hidden gem.

Each of these examples provided a window into our islands, but more importantly, they gave storytellers the chance to reframe the Caribbean as more than sun, sea, and sand.

Beyond the Screen

From a PR standpoint, a little creativity can go a long way, as we can see from the benefits of film tourism.

• Global Exposure: Major productions bring with them built-in audiences, press coverage, and influencer engagement.

• Long-lasting content: Long after the cameras stop rolling, the ripple effect continues through media features and social content. Articles, interviews, and fan-made content live online long after the credits roll.

• Brand Differentiation: In a competitive tourism market, being "the island where that was filmed" gives you a memorable edge.

So, is it time for the Caribbean to capitalize on film tourism? Absolutely.

We recommend that destinations, attractions, hotels and accommodations partner with a PR agency that can help you facilitate making the most out of these opportunities as you tap into what we're calling 'the White Lotus effect'.

Are you a Caribbean brand ready to tell your story? Thomas.A Public Relations is a Caribbean public relations agency based in Barbados and working with leaders to export the best of what we have to offer with the world. Send us an email or book an appointment to get started.