HBO’s The White Lotus has once again made a breathtaking destination a tourism travel mainstay. With Season 3 filmed in Thailand, the nation has witnessed a huge tourism surge, an occurrence now referred to as The White Lotus Effect.
Thailand Takes Center Stage
After earlier seasons in Hawaii and Sicily, The White Lotus has set its newest chapter against the stunning landscapes of Thailand. Koh Samui, Phuket, and Bangkok feature prominently, with the Four Seasons Resort Koh Samui serving as the stand-in for the White Lotus Resort & Spa.
The combination of luxury, intrigue and social satire in the show has hooked viewers across the globe, and with Thailand under the limelight, the nation is already witnessing a travel boom.
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Tourism Boom and Industry Reaction
Since the Season 3 premiere, queries for Koh Samui have jumped by 40%, while bookings for Phuket have grown by 44%. Even Bangkok has registered a 17% increase in interest. The Tourism Authority of Thailand (TAT) is welcoming the new focus, looking forward to receiving 39-40 million overseas travellers in 2025, up from 35 million in 2024.
European tourists, particularly from Germany and the UK, are spearheading the boom. Figures show a 53% increase in searches by UK residents for Thai destinations, while Germany recorded a 50% increase. France, Italy and Denmark are also on the boom bandwagon, with the French tourism taking the lead.
Hotels and Airlines Cash In
Hotels and airlines are not leaving any chance to cash in on The White Lotus Effect. Finnair has increased flights to Thailand and high-end resorts such as the Four Seasons Koh Samui are launching themed vacations. Weddings can now to be booked in destinations where famous scenes were shot, or one can join private Full Moon parties modelled after the series.
The Lisa Factor
Adding to the buzz, The White Lotus Season 3 also features the acting debut of K-pop star Lisa from Blackpink. Her addition has further boosted the show’s international popularity, particularly among her huge fanbase.
A Lasting Impact?
While Thailand soaks up the brightness of the show, entrepreneurs and government leaders see this wave of tourism cement Thailand’s position as a top international travel destination. If past behaviour is any benchmark, The White Lotus Effect can be the inspiration Thailand needs to reach its bold tourism targets.
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