Sicily in the second season of HBO’s The White Lotus, Paris in Netflix’s Emily in Paris, Dubrovnik, where HBO’s Game of Thrones was filmed.

Travelers are choosing places where their favorite series and movies are set, which see a rise in attendance, according to Bloomberg’s report. In particular, tourists want to see up close the apartment of the main characters of the comedy series “Friends” in the West Village or walk along the streets of Dubrovnik and admire the imposing scenery from the “Game of Thrones”.

A new report from American Express says 70% of Gen Z and millennial travelers say their destination inspiration comes from the small or big screen. “Travelers are increasingly inspired by pop culture,” Audrey Headley, president of American Express Travel, told Bloomberg.

Of course, an important role in this trend was played by the habit developed during the quarantine – binge watching programs on streaming platforms. Sitting on the couch at home, viewers dreamed of a vacation when travel restrictions were lifted and the spread of the coronavirus pandemic was brought under control.

The Case of the White Lotus

There is no better example than the White Lotus. The award-winning series has become one of HBO’s biggest hits and a dream destination for fans. The second season of the drama about the relationship between wealthy guests and hotel staff at a luxury resort was filmed at the medieval San Domenico Palace in the Italian city of Taormina.

Those who watched the series were looking for a room in a real house, dreaming about their sweet life for a few days. “Booking dates are sold out for the upcoming season in Taormina,” explains Mark Spiechert, Vice President and Chief Commercial Officer of Four Seasons Hotels and Resorts. Prices start at 1,000 euros per night ($1,090).

But, as Rebecca Masri, founder of travel company Little Emperors, notes, demand for Sicily is “blooming” not only because of the series, but also because the region is much more economical than Amalfi. “Won not only the Four Seasons, but also others that have high traffic, although the White Lotus was not filmed there.”

In Great Britain

In the UK, the phenomenon has been around for years, from visits to the busy King’s Cross train station where Harry Potter fans pose for pictures on the fictional platform 9 ¾, to Highclere Castle in Hampshire, where Downton Abbey was filmed. . Now the popular Netflix series Bridgerton invites fans to spend a few days in the beautiful city of Bath.

“Mostly we see young people coming because of the series. It’s great to see history and heritage presented in this way in fiction and attracting a large number of young travelers,” said Patricia Yates, Executive Director of VisitBritain.

According to Bloomberg