Could it be argued that Hollywood might just be the best travel agent there is? Think about it – how many times have you watched a film or series and felt the urge to escape to the destination on screen just to relive a part of the magic it made you feel? Films offer time to escape and wander in our imaginations, just like the perfect destination has the power to create unforgettable memories and lasting impact. The influence of film to inspire wanderlust is undeniable, with ‘film tourism’ reaching unprecedented popularity in recent years. But really, how much impact does film have on travel destinations?
I don’t know about you, but there’s so much more to a film location than meets the eye. They’re not just backdrops; they’re an essential part of the story, weaving themselves into the narrative and shaping the characters we grow to love. Imagine Harry Potter without the grand halls and sweeping landscapes – would the magic have felt the same? Or Bridgerton, without its cobbled streets and grand architecture – could the elegance have been as captivating? Locations are the soul of any great story like they are the heart of every unforgettable holiday. They create the memories we cherish and the experiences that stay with us. But, it’s so much more than discovering your next dreamy holiday spot and the impact transcends beyond the walls of your villa. Breathing life into communities whilst offering opportunities to local entrepreneurs and small businesses, they help sustain and uplift smaller areas to ensure they thrive long after the cameras stop rolling.
The travel industry is a fiercely competitive space, and independent property like ours have to work harder to provide high-quality, personalised experiences. Competing against larger giants with vast budgets and marketing reach is no small feat. Take Samujana for example – a place where you can escape in lavish villas, gaze out at spectacular sea views and admire the magnificent architecture, is all led by a small but passionate team who strive to create an experience that stands out from the rest. The boost in visibility from film makes all the attention to detail and the thoughtful extra touches worth it. Samujana offers moments no large holiday chain can match or adverts can fully capture. Whereas film takes you there and lets you dream it; visiting allows you to feel it.
Earlier this year, Samujana was fortunate enough to be one of the locations for the upcoming HBO and HBO Max series of the infamous Emmy Award Winning ‘The White Lotus’. Since the show’s debut in 2021, it’s sparked what’s now known as The White Lotus Effect – a surge in travellers inspired to visit the destinations they’ve admired on screen. While some might worry about the potential for overtourism, we feel there’s a unique opportunity here. Thailand, with its incredible natural beauty and rich culture, is poised to shine. Koh Samui, in particular, is brimming with beautiful hidden beaches, towering waterfalls, exotic wildlife, national parks and vibrant markets. It’s exciting to think that more people will soon experience all the magic this incredible island has to offer thanks to the impact The White Lotus has had.
When thinking about the bigger picture and the impact films have on travel destinations, it makes me wonder – is there any better way to explore a new place than by stepping into the shoes of a film’s protagonist? Peter Jackson’s Lord of The Rings trilogy was a masterpiece that married storytelling and the beauty of location, making fans dream of their own journey through Middle-earth. Game of Thrones and the famous ‘wall’ to the sunnier climes of the southern regions of the seven kingdoms. And how could anyone forget the sun-soaked island of Skopelos in Greece, where Mamma Mia brought the joyous spirit of ABBA to life against a backdrop of sparkling seas and whitewashed walls? All pay homage to the destinations these stories are set within and arguably the most important puzzle piece that stands their film apart.
There’s something special about the way films can open our eyes to the beauty of the world, inspiring us to explore local treasures we might have otherwise overlooked. They encourage us to embrace culture and uncover the hidden gems that lie beyond the usual tourist hotspots, sharing a sense of magic that only cinema can create. With a newfound appreciation for the places we discover through our screens, films do more than just entertain – they help protect and uplift local communities, boost visibility and provide opportunities and brighter futures for the people who call these destinations home. The marriage of travel and film has a unique way of bringing cultures and communities together, which feels more important than ever.
So, the next time you’re dreaming of your next adventure, think back to a moment when a film’s setting took you to a place you’d never imagined. Jetting there will not only create lasting memories for you, your friends and your families, but will have far-reaching positive impacts on local communities and small businesses in ways you might not even imagine. And if you’re a fan of The White Lotus, look out for us in the upcoming series – it might just inspire your next getaway!