A cinematic wand is pulling travelers to Thai shores, but new research and a growing body of case studies warn that the rush may outpace local capacity. The latest findings on set-jetting—the phenomenon of fans flocking to real-world locations featured in popular TV shows and films—show that destinations can reap immediate economic boosts, yet risk congestion, environmental strain, and tensions with communities if growth isn’t managed carefully. In Thailand, where projects like The White Lotus have spotlighted locations such as Koh Samui, Bangkok, and Phuket, the tension between opportunity and sustainability has never felt more urgent.
Across the global tourism ecosystem, researchers are tracing the signals of set-jetting with increasing clarity. A new wave of literature review work maps film-induced tourism as a powerful driver of destination image, travel motivation, and local spending. The findings suggest that film and TV representation can create durable reputational lifts for places, but also foster expectations that clash with reality, especially when crowds arrive in a short time window after a show’s release. In the Thai context, these dynamics are not theoretical. They are playing out in real time as fans search for flight deals, visit local hotels, and photograph iconic scenes long after the cameras stopped rolling.
For Thai readers, the question is not whether set-jetting exists, but how to preserve the benefits while protecting lives, culture, and ecosystems. In the recent surge around The White Lotus season filming in Thailand, international attention spiked quickly. Booking platforms reported immediate increases in travel interest, with airlines responding by adding extra weekly flights to Phuket to accommodate pent-up demand. Hotels and resorts in Koh Samui reported notable spikes in inquiries and bookings, underscoring how a single production can ripple through regional economies. Yet the same reports highlight a shared caution: without careful planning, the impulse to visit can outstrip the destination’s ability to absorb it, leading to crowded beaches, traffic bottlenecks, and stressed local services that residents rely on.
The research community emphasizes several core patterns that Thai policymakers and industry leaders should heed. First, set-jetting often acts as a fast-moving catalyst for tourism demand. In the streaming era, viewers can be inspired to travel within days or weeks of viewing a show or episode, thanks to recommendations and sophisticated digital tracing of where scenes were filmed. Second, the economic payoff—hotels filling rooms, restaurants buzzing, tour operators thriving—can be dramatic but uneven. Popular sites may temporarily overperform while nearby communities struggle to accommodate sudden influxes, heightening wear on shared resources and eroding the very experiences that drew visitors in the first place. Third, there is a pronounced risk of misaligned expectations. Tourists may arrive believing they are stepping into a carefully curated on-screen dream, only to encounter real-world conditions—weather, seasons, local regulations, or genuine everyday life—that diverge from the glossy portrayal.
Experts with experience in Thai tourism and international screening trends point to practical ways to navigate these challenges. Seren Welch, a screen tourism specialist, has noted how rapidly streaming-era travel behavior has evolved. In her assessments, destinations are often caught between the dual incentives of guest arrivals and the need to safeguard local life. When a show becomes a global magnet, the response should be proportionate, coordinated, and culturally sensitive. Thai agencies, she suggests, can translate set-jetting opportunities into sustainable long-term strategies by aligning branding with carrying capacity, distributing visitors across multiple sites, and preserving the authenticity that attracted travelers in the first place. Mark Kamine, a veteran location scout and executive producer associated with high-profile productions, has reminded audiences that the choice of filming locations is never merely about aesthetics. It’s also about managing logistics, budgets, and the broader impact on communities. Thailand’s real-world lesson from recent productions is that a well-planned rollout can maximize positive outcomes while avoiding the pitfalls of a sudden tourist surge.
The Thai example is instructive because it sits at the intersection of bustling urban life, pristine coastal landscapes, and deeply rooted cultural practices. Bangkok’s bustling neighborhoods, Phuket’s dramatic shores, and Koh Samui’s tropical allure each offer a different canvas for set-jetting. The current wave—a mix of luxury hospitality, local markets, and scenic temples—has the potential to boost revenue and employment in the short term. But it also raises questions about long-term resilience. Will local authorities invest in scalable infrastructure, traffic management, and waste handling to keep sites enjoyable year after year? Will small businesses—often family-run shops and eateries—share in the upside, or will the benefits accumulate mainly to large operators and international brands? And how can Thailand balance the desire for global visibility with the need to preserve cultural heritage and ecological integrity?
Thai policymakers recognize the urgency. Maya Bay’s famous closure decades ago after an environmental strain became a cautionary tale about the consequences of unchecked tourism, a memory that still informs discussions about capacity, conservation, and local livelihoods. The current set-jetting moment adds a fresh dimension: it is not merely about protecting beaches or coral reefs, but about safeguarding daily life—traffic patterns, noise levels, and the quiet dignity of communities who host visitors day after day. As Thailand recovers from the pandemic, it has a rare opportunity to build a model that channels film- and TV-driven demand into durable, inclusive growth. This includes promoting off-peak travel periods when capacity is higher and crowds are thinner, encouraging visitors to explore lesser-known sites that share the economic upside beyond the usual hotspots, and ensuring that revenue streams flow through local hands as much as possible.
Within the scholarly landscape, a growing body of evidence emphasizes a shift toward sustainability within film-induced tourism. A systematic look at research from 1998 through 2024 shows the field maturing: studies increasingly examine not just why people travel to on-screen locations, but how destinations can steward those visits in ways that minimize environmental impacts while maximizing community benefits. A 2025 integrative synthesis further argues for bridging film-tourism research with sustainability science, emphasizing governance, community engagement, and transparent measurement of carrying capacity. In plain terms: film and television can be powerful development levers, but only if accompanied by clear rules, local participation, and long-range planning.
For Thailand, this translates into concrete policy and practice options. First, introduce carrying-capacity assessments for filming sites and visitor hubs linked to high-profile productions. Such assessments would help determine how many visitors sites can sustain during peak periods without compromising ecosystems or residents’ quality of life. Second, expand destination-management plans to distribute attention more evenly across provinces. If one location becomes the focal point of a global show, neighboring districts can offer alternative experiences that still benefit from the flow of visitors but reduce pressure on a single locale. Third, foster collaboration with local communities to ensure that tourism benefits reach small businesses and households, not just large hotel brands or international operators. And fourth, anchor set-jetting into Thai cultural and spiritual practices that value harmony, mindfulness, and community wellbeing. After all, the economic upside should never come at the expense of the very cultural richness that makes these places attractive in the first place.
The Thai public should also consider media literacy and realistic expectations as part of the travel culture shaped by set-jetting. Viewers may assume that a location is an endless playground of cinematic perfection. In reality, destinations are living systems with weather, seasons, maintenance needs, and everyday rhythms. Local guides, temple precincts, and street markets offer authentic experiences that can coexist with the media-imagined fantasy, but only if curated thoughtfully. In every Thai community touched by film-induced travel, residents deserve predictable routines, accessible services, and respectful treatment from visitors. That is not merely a matter of policy; it reflects long-standing Thai values of hospitality, humility, and respect for elders and authority.
The broader regional context matters, too. Southeast Asia has become a hotspot for film- and TV-driven tourism, with destinations jockeying for attention amid rising global interest in film-induced travel. The regional comparison matters because it highlights what works and what to avoid. Some destinations have leveraged set-jetting to diversify their economies and revive historic towns, while others have faced overtourism-related backlash from residents who feel their daily lives are overwhelmed by outsiders. The common thread across these experiences is clear: sustainability requires forward-looking governance, local involvement, and a willingness to adapt based on what the data show about visitor behavior and capacity.
Looking ahead, researchers anticipate a continuing convergence of entertainment, technology, and travel. Streaming platforms, social media algorithms, and real-time travel data will further accelerate set-jetting’s speed and scale. For Thailand, that means ongoing vigilance and adaptive management. It also means opportunities to integrate film-induced tourism with other national priorities—such as rural development, ecosystem conservation, and cultural preservation—so that benefits are broad-based and durable. If Thailand can marry the allure of on-screen glamour with pragmatic planning, the country can become a leading example of sustainable screen tourism in the region, offering travelers the magic of cinema without compromising the well-being of communities or the integrity of its landscapes.
From a practical standpoint, the implications for Thai travelers are clear. When planning trips to set-jetting destinations, consider spreading visits across multiple sites and off-peak times, supporting local operators who reinvest profits locally, and respecting site guidelines that protect sensitive environments and living communities. For families and students, this trend offers a chance to connect popular culture with real-world geography and history—an engaging way to learn about Thai regions beyond the usual tourist trails. For the tourism industry, the message is equally sharp: invest in sustainable infrastructure, deploy smart crowd-management practices, and maintain open channels with local communities to address concerns before they escalate. For policymakers, the balancing act is to nurture the creative economy and the cultural economy simultaneously, ensuring that the shine of the screen does not blind the public to the needs of those who call these places home.
In sum, set-jetting is more than a trend; it is a new facet of modern tourism that binds global storytelling to local livelihoods. The latest research underscores both the promise and the peril: the same stories that draw travelers to Thailand can, if not managed carefully, strain resources, alter daily life, and alter the very character of beloved places. The antidote lies in thoughtful governance, inclusive planning, and a shared commitment to place-based sustainability. By combining strategic destination planning with community-centered development, Thailand can harness the cinematic pull of global screens while preserving the landscapes, cultures, and everyday life that make these places worth visiting in the first place.