Saint Tropez Is About To Experience the White Lotus effect

HBO has confirmed that The White Lotus will film its fourth season in the south of France, with Saint Tropez at the heart of the action – a move that all but guarantees a fresh wave of interest in one of Europe’s most storied luxury destinations.

Since its debut in 2021, The White Lotus has become an unlikely kingmaker in the world of high-end travel. Each season’s setting, from Hawaii to Sicily, has enjoyed a measurable boost in desirability, with hotels and destinations finding themselves reframed through the show’s glossy, satirical lens. Equal parts escapism and social commentary, the series has proven especially potent in shaping where...