Saint-Tropez Bracing For Its Next Tourism Surge, Thanks To The White Lotus S4

Following HBO’s confirmation that Mike White directed The White Lotus will film Season 4 along the French Riviera, including at the 19th-century Château de la Messardière, and travel experts say the already-exclusive destination is likely to see renewed global attention from affluent travellers planning future trips.

Patrick Schwarzenegger in The White Lotus Season 3HBO

The hilltop château, a palace-turned-luxury hotel overlooking Pampelonne Bay, will serve as one of several filming locations when production begins in late April according to a report by Variety. Set within 32 acres of pine forests, cypress trees, and jasmine-lined gardens, the property offers sweeping views of the Mediterranean and a sense of seclusion that contrasts with the crowds below in Saint-Tropez’s harbor.

The choice of location fits a pattern familiar to the travel industry. Previous seasons of The White Lotus drove dramatic spikes in interest for Hawaii, Sicily, and Thailand, with hotels and tour operators reporting booking increases and sustained destination buzz months after each season aired. So naturally Riviera hoteliers are already preparing for similar attention.

Château de la Messardière, part of the Airelles Collection, caters to travellers seeking privacy and space rather than nightlife-forward glamour. Guests arrive via winding hillside roads and move between the estate’s restaurants, spa, pools, and private beach club by chauffeured transfer. Suites regularly command rates in the high four figures during peak summer months, placing the property firmly at the luxury end of the market.

While the series will not film exclusively at the château, production is expected to move across multiple Riviera locations, with some scenes also shot in Paris. Filming is scheduled to overlap with the Cannes Film Festival in May, a timing that further links the show’s storyline to the region’s annual influx of industry power players, celebrities, and ultra-high-net-worth travellers.

For Saint-Tropez, the exposure arrives at a moment when the destination is recalibrating its image. Long associated with excess and nightlife, the town has increasingly positioned itself as a refined, nature-forward luxury escape, emphasising hillside hotels, vineyards, and beach clubs that prioritize discretion over spectacle.

Travel advisors say the “White Lotus effect” often attracts a new subset of travelers: culture-driven visitors who book destinations specifically to experience the landscapes they’ve seen on screen. In the Riviera, that could translate into increased demand for shoulder-season stays, private villas, and experiential travel tied to gastronomy, wellness, and coastal exploration.

At Château de la Messardière, the appeal extends beyond its screen debut. From sunrise breakfasts overlooking the bay to sunset dinners beneath parasol pines, the property offers a quieter vantage point on one of Europe’s most famous coastlines.

Whether or not visitors come for the show, the cameras are expected to reinforce what seasoned travellers already know: Saint-Tropez’s most compelling views and its most coveted stays are often found far above the marina.