Philippine Leroy-Beaulieu, the formidable Sylvie Grateau in Emily in Paris, arrives in Cannes. As the series expands beyond the capital, the French Riviera becomes more than a backdrop, it becomes part of the destination story audiences will soon want to experience for themselves.(Photo by Edward Berthelot/GC Images)
GC Images
The White Lotus, Emily in Paris and the Billion-Dollar Business of Set-Jetting
The decision by HBO and Netflix to feature the French Riviera is driven by much more than mere aesthetic appeal; it is a calculated commercial strategy.
Two of the world’s most prominent streaming series, The White Lotus and Emily in Paris, are increasingly centering their narratives in Cannes, Monaco, and the Côte d’Azur. This shift coincides with a significant transformation in the region’s luxury tourism sector, proving that these production choices are deeply tied to global commerce.
Streaming platforms have evolved into powerful, unofficial tourism boards. They possess the ability to shift traveler demand, extend hotel occupancy seasons, and generate massive high-value spending without the need for traditional advertising campaigns.
In the hospitality industry, this phenomenon is known as “set-jetting,” and its economic impact is profound.
Lalisa Manobal joined The White Lotus Season 3, helping fuel the now-famous “White Lotus Effect” that drove a reported 70% surge in bookings at Sicily’s San Domenico Palace after Season 2—and demonstrating the commercial power of set-jetting. (Photo by Billy H.C. Kwok/Getty Images for HBO)
Getty Images for HBO
The “White Lotus Effect” was vividly demonstrated during the filming of the second season at Sicily’s San Domenico Palace in Taormina, where the hotel saw a nearly 70% spike in bookings. Television has become a potent marketing engine for luxury hospitality, encouraging affluent travelers to seek out the specific lifestyles they see portrayed on screen.
US actress Lily Collins (C) arrives after boarding the luxury Orient Express train, to promote the release of the 10 new episodes of the TV series “Emily in Paris” season 5 at Austerlitz train station in Paris on December 14, 2025. Emily in Paris season 5 will be released on December 18, 2025. (Photo by Thomas SAMSON / AFP via Getty Images)
AFP via Getty Images
Emily in Paris has achieved similar results. Research indicates that approximately 10% of international tourists visiting France cite film and television as their primary travel motivation, with over 35% of those influenced by screen content specifically mentioning the series.
For destination marketers, these statistics represent high-intent demand rather than just brand awareness.
The fourth season of The White Lotus is moving from tropical locales to the high-stakes atmosphere of the Cannes Film Festival. The upcoming season explores the intersection of celebrity, wealth, and ambition set against the backdrop of the festival’s social chaos.
Lily Collins arrives aboard the Venice Simplon-Orient-Express to promote Emily in Paris. Luxury travel has become part of the narrative itself, blurring the lines between destination, storytelling and aspiration for millions of viewers. (Photo by Arnold Jerocki/GC Images)
GC Images
The production reflects this high-end ambition. Iconic locations like the Hôtel Martinez on the Croisette and the Airelles Château de la Messardière in Saint-Tropez will serve as central settings, integrating some of Europe’s most prestigious destinations into the franchise.
Emily in Paris is following a similar trajectory. Its final season will take Emily Cooper through Monaco, Nice, and the wider Riviera, utilizing the Mediterranean coastline and the Monaco Grand Prix to drive the narrative toward its conclusion.
The Evolution of the Riviera
The French Riviera has a century-long history of elegance, fashion, and international influence. Streaming services leverage this existing brand equity, creating a mutually beneficial relationship that introduces the region to a new generation of affluent travelers.
While the Cannes Film Festival alone contributes roughly $229 million to the local economy annually, major streaming productions provide something more sustainable: year-round brand aspiration. Unlike a time-limited advertising campaign, a hit series remains available globally for years, providing continuous exposure for local luxury hotels, Michelin-starred restaurants, and high-end boutiques.
A Return to Luxury Dominance
With scenes filmed opposite the iconic Hôtel Barrière Le Majestic Cannes, The White Lotus turns one of the Riviera’s most recognisable addresses into part of its story, proof that luxury hotels are increasingly becoming characters, not just locations.(Photo by Beata Zawrzel/NurPhoto via Getty Images)
NurPhoto via Getty Images
The Riviera is currently undergoing a fundamental market repositioning. In 2023, luxury accommodation demand rose by over 31%, outperforming the general hospitality sector as high-net-worth individuals returned to premium experiences. The region has become a primary hub for private aviation and high-end leisure.
As travelers began to seek alternatives to the congestion of Paris during the Olympic Games, the South of France became an even more attractive destination, strengthening Cannes’ reputation as a premier global event hub.
By 2025, the Riviera was setting new benchmarks. The region saw nearly 13 million overnight stays, with revenue per available room (RevPAR) rising significantly. International demand also surged, with notable increases in visitors from both the Middle East and China.
Looking toward 2026, the strategy is clear: the region is prioritizing value over volume. While Booking.com ranks Nice as a top French destination, organizations like Côte d’Azur France Tourisme are focused on extending the travel season beyond the summer months.
The Expedia Set-Jetting Index highlights this global trend: the Muskoka region in Canada saw a 110% surge in searches following Heated Rivalry, while Yorkshire saw a 60% rise following Wuthering Heights. Similarly, Koh Samui and various Sicilian islands have seen significant interest following The White Lotus and Christopher Nolan’s The Odyssey.
The Riviera’s advantage lies in its established infrastructure. With palace hotels, Michelin-starred dining, and world-class events already in place, streaming television simply amplifies an existing legacy of luxury.
Ultimately, nations and hotel groups are now competing for cultural relevance. Being a character in a trending story has become as vital as any traditional marketing campaign.
Experience the Lifestyle
Stay at Hôtel Barrière Le Majestic Cannes
Located directly opposite the Palais des Festivals, Le Majestic offers an unparalleled view of the Cannes Film Festival. It is a premier destination for those looking to experience the intersection of global cinema and high-stakes business. The hotel’s new addition, Beefbar Cannes, brings world-renowned luxury dining to the Croisette, making it a central hub for the Riviera’s evolving social scene.
Shop at Fragonard
For a touch of local heritage, Fragonard—founded in the perfume capital of Grasse—offers a sophisticated connection to the craftsmanship and history of Provence.
Dine at The Gatehouse
To experience the ultimate Mediterranean lifestyle, visit La Guérite on Île Sainte-Marguerite. Its fresh seafood and spectacular views represent the exact kind of experiential luxury that turns travelers into lifelong brand advocates.