That exact feeling has been driving one of the biggest travel trends across the globe: screen tourism, often called set-jetting. The Massive White Lotus Boom in Koh SamuiWhen HBO chose Thailand as the setting for the third season of The White Lotus, travel industry insiders expected a wave of interest. Beyond the Beaches: Taking the Journey North to Chiang MaiInterestingly, the screen tourism phenomenon didn’t stop at luxury island villas. The Next Wave: Films and TV Shows Keeping Thailand on the MapIf you think The White Lotus was a one-time splash, think again. Why Set-Jetting Continues to Shape TravelWhy do films and TV shows have such a powerful hold on our vacation choices?