Skift on the the White Lotus effect: Luxury tourism sparks sustainability concerns

The Four Seasons’ marketing partnership with The White Lotus has been a runaway success, boosting its visibility while maintaining exclusivity. Following the show’s first season, the Four Seasons Resort Maui saw a 425% surge in website traffic, and Thailand is now bracing for a similar influx with season 3, according to Skift.

However, Koh Samui, where the latest season was filmed, faces serious infrastructure challenges, including water scarcity and waste management issues. Luxury tourists consume nearly ten times the water of a local resident, putting immense pressure on local resources.

Destinations like Bali and Santorini serve as cautionary tales of overtourism, yet major travel publications have largely ignored these concerns. Industry leaders must rethink how they balance destination marketing with sustainability.