Sicilia DOC to capitalise on ‘The White Lotus effect’

Sicilia DOC has launched its latest UK marketing campaign with the intention of capitalising on the “surge of interest” that television drama The White Lotus has brought to the island.

According to the DOC, British tourism has “boomed” in Sicily following series two of popular TV series The White Lotus, which was set and filmed on the Italian island. The show, which uncovers the dark secrets of guests and staff at a fictional luxury resort chain, was filmed in the hilltop town of Taormina on Sicily’s eastern coast.

However, the DOC noted that despite the uptick in tourism, many consumers still struggle to connect Sicilian wines with their specific places of origin. The new campaign aims to close that gap, building “clearer associations between Sicilia DOC wines and their provenance”, while spotlighting lesser-known indigenous grape varieties such as Nero d’Avola and Grillo.

“Important moment”

Alessio Planeta, who was appointed president of the Consorzio di Tutela Vini DOC Sicilia in April 2026, said: “It’s a great honour to take on the presidency of the Consorzio at such an important moment in Sicilian wine’s growth. We are operating in a complex global landscape, but one full of opportunity. Sicily’s leadership in sustainable viticulture and its extraordinary diversity of native grape varieties allow us to respond to evolving consumer expectations with authenticity and quality.”

He added that with the help of the new campaign, the DOC wants to ensure that “the name ‘Sicily’ that is already so powerful in tourism, culture and gastronomy is expressed with the same clarity and value in the glass.”

The White Lotus effect

The DOC’s marketing campaign will tap into Sicily’s growing appeal as a travel destination, strengthened by the huge success of The White Lotus, which first came to screens via HBO in 2021.

Each season of the show is set in a different location. The first season was based in Hawaii, the second in Sicily, and the third in Thailand. The upcoming fourth season will be filmed and set in Southern France.

According to the BBC, travel searches for vacations in Sicily spiked by more than 300% in the wake of series 2 of the show, bringing an influx of luxury travellers and spending, with spots like Taormina stepping into a new era of upscale tourism. In fact, the Four Seasons San Domenico Palace in Taormina, Sicily, where the TV show was filmed, reported it was booked out solidly for six months when it reopened after filming.

Similarly, the Four Seasons Resort Maui at Wailea, Hawaii, star of the first season of The White Lotus, said it saw a 425% boost year-on-year in website visits and 386% increase in availability checks.

The White Lotus had a reported US$38.5 million budget for season two (filmed in Sicily) and drew 4.1 million US viewers for its finale.

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