Tourism and Pop Culture: Entertainment as a Driver of Hospitality
It’s incredible how much of a global impact pop culture has had on tourists and their travel decisions. But more than just a trend-setter, entertainment has completely redefined travel experiences and the way tourist destinations are created. So much so that tourism and pop culture are now intimately intertwined.
From deciding “what should we see?” to planning weekend getaways with the question “where should we go?”, travel decisions today are deeply influenced by pop culture. Combining media, film, music and international events, this phenomenon continues to transform the hospitality industry in ways that cannot be ignored.
With this in mind, below we will explore how this impact is shaping the tourism landscape, with clear and fascinating examples.
Cross-cultural impact: tourism and the pop culture legacy of Yash Chopra
One of the most iconic examples of the impact of pop culture on tourism is found in Switzerland. In front of the Interlaken Casino, a statue pays tribute to an unconventional ambassador: the legendary Indian filmmaker Yash Chopra.
Through his films, Chopra showed the idyllic Swiss landscapes, from the Alps to the tranquil lakes. And in doing so, he turned the country into a dream for millions of Indian travelers. To the point where, without intending to, the filmmaker created a cultural connection that still endures.
Today, India remains one of the main tourist-sending markets for Switzerland, ranking alongside the United States as one of only two non-European countries in this ranking. This type of cross-cultural influence demonstrates how tourism and pop culture are related. And it also shows how film and media can be powerful tools to transform a place into a dream destination.
The “White Lotus effect”: tourism and pop culture in the series
The White Lotus series, launched by HBO in 2021, is another clear example of how tourism and pop culture are related by shaping tourism perception and demand. And the first season of the series, set in Maui, captivated the audience. Not only for its plot, but also for its spectacular images.
In turn, the second season continued the narrative in Sicily. And this worked as an implicit advertisement for tourism in this Italian region, boosting interest in this destination.
So much so that by 2024, searches for terms such as “White Lotus Hotel”, “Hotels in Sicily” and “Travel to Sicily” increased dramatically after each episode. In addition, the Four Seasons hotels in Maui and Sicily, which served as the setting for the series, experienced a 300% increase in demand, according to Expedia data.
Anticipation for the third season to be set in Koh Samui, Thailand, has already raised expectations of economic growth in the region. The Thai government estimates that this production will generate approximately $200 million in direct revenue.
This effect extends globally, highlighting the union between tourism and pop culture. From visits to Platform 9 ¾ at King’s Cross Station in London to the Griffith Observatory in Los Angeles, the connections between fiction and travel are redefining what it means to explore the world.
Concerts: Music, Tourism and Pop Culture
In recent years, music tourism has emerged as a significant force in the hotel industry. So much so that one of the trends for 2025 is music tourism. And there is no doubt that this is highly beneficial for the economy and hotels in general.
A prominent example that also highlights the union of tourism and pop culture is Taylor Swift’s The Eras Tour. Millions of fans attended the artist’s concerts. And this generated impressive revenue for hotels and other related industries. In fact, in its American leg, the tour generated $98 million in hotel room revenue alone.
Other events such as Coachella in California and Tomorrowland in Belgium also have a similar impact. But the influence extends to other sectors as well, such as art and fashion. Fairs such as Art Basel in Switzerland and the India Art Fair have begun to generate global interest. And this in turn attracts tens of thousands of visitors.
New horizons for tourism and pop culture
Streaming platforms like Netflix and social media like Instagram continue to dominate the digital landscape. And with that, the impact of pop culture on tourism remains, but also grows exponentially. More and more travelers are finding inspiration for their destinations in series, movies and cultural events.
South Korea has become another clear example of this. This country has been able to take advantage of the boom in its entertainment industry. Iconic places seen in K-dramas and K-pop videos have become mandatory stops for tourists. This strategic approach has positioned the country as a vibrant and modern cultural destination.
But how can you take advantage of the relationship between tourism and pop culture? As a hotel owner, you can create offers that take advantage of this phenomenon. These include themed packages inspired by popular movies or series.
Also consider integrating immersive elements, such as decoration or activities that evoke specific cultural references. Of course, always make sure to promote these experiences on social media. And with the support of the best professionals.
