Thailand Braces for Tourism Surge with ‘The White Lotus’ Season 3

BANGKOK, Thailand — As ‘The White Lotus‘ prepares to debut its highly anticipated Season 3 on February 16, Thailand is gearing up for an expected influx of tourists with filming locations set across Bangkok, Phuket, and Koh Samui.

The show’s prior seasons significantly boosted tourism in Hawaii and Sicily, and Thai tourism authorities are hoping to replicate that success. Anoma Vongyai, director of the Tourism Authority of Thailand’s Chicago office, expressed optimism about the impact of the show: “I think the upcoming season of ‘The White Lotus’ will help refine Thailand’s image around the world,” she said, indicating a desire to challenge outdated perceptions of Southeast Asia as a low-budget travel destination.

In 2024, Thailand welcomed approximately 35.5 million tourists, according to the Ministry of Tourism and Sports. The target for 2025 is set at at least 36 million visitors, particularly from the North American market, which constitutes a large portion of the show’s viewership.

Unlike previous seasons, which featured a single hotel as their primary backdrop, Season 3 will shoot at multiple locations, including prestigious hotels like the Four Seasons Koh Samui. The Four Seasons brand has partnered with HBO to promote itself as the real-life embodiment of the fictional ‘White Lotus’ brand.

Chompu Marusachot, director of the Thailand Tourism Authority’s New York office, noted that successes in Hawaii and Sicily saw tourism jump by more than 20%. “I can only hope that the momentum will be the same from Thailand,” she stated.

Travel agencies are already reporting increased bookings, with some seeing spikes in interest linked to the show. Fora, a travel agency, reported a staggering 312% increase in Thailand bookings in January compared to the previous year.

“I planned their entire trip around the Four Seasons Koh Samui, and they’re so excited to be heading there in a few weeks,” said Rabia Malik, a travel adviser at Fora.

As demand surged, both hotels and local businesses are preparing for what many are calling the “White Lotus Effect.” Ian Di Tullio, Chief Commercial Officer at Minor Hotels, noted that his properties have seen increased inquiries, although he anticipates the real surge in bookings will come after the premiere.

Abercrombie and Kent, a luxury travel company, reported a unique trend of travelers wanting to replicate the show’s experiences, which includes arranging dining reservations at the same tables where scenes were filmed. A spokeswoman revealed an uptick of 5% in interest to travel to Thailand since announcing the new season.

Viator, an online travel agency, noted a significant increase in movie and television-themed tours, with bookings increasing over 30% in Koh Samui compared to the same time last year. These immersive tour experiences, already a common practice in Sicily, are expected to develop in Thailand as well.

In preparation for the anticipated tourist influx, Thailand has relaxed its visa regulations, allowing visitors from 93 countries, including the United States, to stay for up to 60 days without additional fees. The new Destination Thailand Visa (DTV), effective for five years, is aimed at attracting digital nomads and remote workers.

As excitement for ‘The White Lotus’ builds, the Thai tourism sector is not only looking to attract luxury travelers but hopes for a broader range of visitors, including middle-class tourists who might benefit from the show’s popularity. Vongyai is confident that Thailand’s enhanced visa policies will help accommodate the projected increase in tourists.