Hi there, I'm Lale Arakoglu.

On this episode of women who travel, we're considering this rather nefarious term, set jetting.

Basically, it's seeing a place on a screen during a quick Google search and then booking a flight there.

It's what's been happening after every season of White Lotus,

with viewers flocking to the four seasons Maui,

Taramina in Sicily, and now Kosamui in Thailand.

And if you were used to go into those places before

and thought of them as your secret hideaway,

you're now probably a little distressed about how many people are headed there.

A fellow journalist who's been exploring this is Shannon Sims.

We're going to look at what's happened to two of her favorite places, Iskir in the Bay of Naples and Rio de Janeiro a little later on.

First though, we can't really start this episode without talking about the White Lotus effect.

You know, Shannon, one thing that we were chatting about just before we started recording was,

I'm going to phrase as kind of almost like the battle to win White Lotus among tourism boards.

And the Thai tourism board really put forward a case to producers and location scouts,

from what I understand, to be the destination.

And they saw an opportunity there in terms of, I mean, really, to have your

destination that you're trying to sell to tourists splashed across television screens worldwide

in this very aspirational context. I mean, like, what a win.

So it is like a marketing tool for the tourism boards to be able to showcase their place.

What I think is interesting is to see this boost

in tourism to the locations. And so what's going on is people are sitting on their couch watching

...