Known for its stunning beaches, lush greenery and luxury resorts, Phuket has recently appeared in a number of high-profile productions. By positioning the island as an aspirational destination, these productions have also affected real estate sales, with investors eyeing Phuket for its film-induced allure.
Set-jetting
Film tourism has always been a powerful marketing tool that helps destinations raise their visibility, attractiveness and marketing value. When travellers visit locations featured in movies or TV shows it is popularly known as ‘set-jetting.’ The concept is quickly gathering popularity and is expected to bring record visitor numbers to established and up-and-coming cinematographic destinations around the world.
Expedia’s travel trends report for 2024 indicates that streamed movies and TV shows are now the top sources of travel inspiration at 44%, far outpacing the influence of social media at 15%. This surge in ‘set-jetting’ is having a powerful effect on bookings this year.
Thailand bets big on Film Tourism
Thailand is one of the countries skilfully tapping into this phenomenon. In 2022, the Thai government took a bold step to waive personal income tax for foreign talent for five years, augmenting an already attractive film incentive system. Since then, the programme was further enhanced to offer foreign film productions a cash rebate of up to 20%, with Phuket emerging as a prime location for shooting overseas films.
The so-called ‘White Lotus effect’ named after the hit HBO anthology series currently filming on the island, is already impacting hotel bookings ahead of the Season 3 release in 2025. Meanwhile, the chart-topping Netflix romcom ‘Mother of the Bride’ filmed at Anantara Layan Phuket and Anantara Mai Khao Phuket has charmed audiences worldwide with its portrayal of luxury resorts and stunning landscapes.
Phuket, an aspirational destination
By positioning the island as an aspirational destination, these productions have also affected real estate sales, with investors eyeing Phuket for its film-induced allure. As a result, the island that already ranks among Southeast Asia’s top destinations for second homes has seen a marked increase in property inquiries and investments, further cementing its status as a premier luxury retreat.
“Film tourism is definitely driving the investment value of Phuket,” said Micah Tamthai, COO of Lifestyle and Real Estate at Minor International. “Investors recognise the value of properties in destinations associated with popular films or TV shows. Owning a vacation home in a place featured prominently on screen enhances the property’s perceived value. Buyers believe they are investing in something special and unique. A well-located property in a film-famous destination can yield higher rental income. Additionally, capital gains are likely to be more substantial due to increased demand from tourists and potential buyers.”
As Phuket continues to shine on the silver screen, savvy investors recognise the potential for high returns in this tropical paradise. For those looking to ride the ‘set-jetting’ wave, Minor offers a collection of premium residential properties.
Situated in the exclusive Layan Bay enclave, Kiara Reserve offers 46 three- and four-bedroom villas and condominiums scheduled for completion in late 2025. Demand is also strong for Minor’s properties situated on prime beachfront land in Phuket’s ‘Millionaires Mile’ – Avadina Hills by Anantara and Anantara Layan Residences.
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