 "Why Thailand govt is loving The White Lotus, the American black comedy drama")
HBO’s Emmy-winning series, The White Lotus, is well-known as a social satire about the excesses of the ultra-rich. But then, the show (first aired in 2021) became a tourism juggernaut.
The first season, filmed at the Four Seasons in Hawaii, helped drive a wave of luxury travel to the islands. The second, set against the baroque beauty of Sicily, made the Italian city a bucket-list destination.
Now, as The White Lotus prepares to debut its third season, filmed in Thailand, the country’s tourism officials and hospitality industry are bracing for a surge.
“I believe there was more than a 20 per cent increase in visitors in Hawaii and Sicily, based on Seasons 1 and 2,” Bangkok Post cited Chompu Marusachot, director of the Thailand Tourism Authority’s (TAT) New York office, as saying. “I can only hope that the momentum will be the same from Thailand.”
That hope seems well-placed.
Thailand braces for White Lotus fever
The new season, set to premiere on February 16, was filmed across multiple locations in Thailand, rather than at a single resort, broadening the potential economic impact.
Hotels prominently featured in the show, including the Four Seasons Koh Samui, have already reported a surge in interest, with rates exceeding $1,200 per night– even during monsoon season.
Luxury travel agencies are already seeing a shift in demand. “I recently had a new client couple come to me and say, ‘We heard White Lotus is set in Thailand next season. Can you book us at the same resort before it gets too popular?’” says Rabia Malik, a travel adviser at Fora. “I planned their entire trip around the Four Seasons Koh Samui, and they’re so excited to be heading there in a few weeks.”
That enthusiasm is translating into numbers. According to Fora, Thailand bookings for January 2025 increased by 312 per cent compared with the same month in 2024.
Impact Shorts
More ShortsThat trend mirrors past White Lotus tourism boosts; last year, luxury travel operator Black Tomato reported that its Sicily-related bookings tripled after the Season 2 finale.
Increase in tourists from US expected
Even a more conservative estimate– a 20 per cent increase in visitors, as Marusachot hopes– would be significant.
Thailand welcomed an estimated 35.5 million visitors in 2024, up from 28.2 million in 2023, but still short of its pre-pandemic peak of nearly 40 million in 2019, according to data from the country’s Ministry of Tourism and Sports.
Much of the expected increase would come from the United States, where The White Lotus has a devoted following. But even without direct flights from the US to Thailand, the demand remains strong, Bangkok Post reported.
Anantara, a homegrown Thai luxury brand, sees The White Lotus as a golden opportunity to expand its footprint in the American market. “We see the show as a huge opportunity,” said an Anantara employee. The brand, which recently opened nine new locations in Europe, has high hopes for the exposure.
In the Season 3 trailer, Anantara’s Mai Khao Phuket resort is clearly visible as the fictional White Lotus spa, while three of the company’s Koh Samui properties also served as filming locations. Anantara executives expect a 20 per cent boost in bookings, mirroring the tourism authority’s predictions.
Cherry on top: The K-pop impact
White Lotus season 3 stars Leslie Bibb, Carrie Coon, Jason Isaacs, Natasha Rothwell, and Lalisa “Lisa” Manobal, better known as Lisa from the K-pop phenomenon Blackpink.
Lisa’s presence is expected to have a particularly strong impact on regional tourism. “Her connection to Thailand has heightened interest in the series,” said Marusachot. “The buzz around White Lotus in Thailand is very real because of Lisa.”
 "Russian drones over Poland: Trump’s tepid reaction a wake-up call for Nato?")
 "As Russia pushes east, Ukraine faces mounting pressure to defend its heartland")
 "Why Mossad was not on board with Israel’s strike on Hamas in Qatar")
 "Turkey: Erdogan's police arrest opposition mayor Hasan Mutlu, dozens officials in corruption probe")
 "Russian drones over Poland: Trump’s tepid reaction a wake-up call for Nato?")
 "As Russia pushes east, Ukraine faces mounting pressure to defend its heartland")
 "Why Mossad was not on board with Israel’s strike on Hamas in Qatar")
 "Turkey: Erdogan's police arrest opposition mayor Hasan Mutlu, dozens officials in corruption probe")
