Thailand Sees Travel Surge Ahead of ‘The White Lotus’ Season 3 Premiere

BANGKOK, Thailand — As anticipation builds for the premiere of HBO’s ‘The White Lotus’ Season 3 on February 16, 2025, travel demand to Thailand is experiencing a significant surge. The popular series, set in notable Thai locations such as Koh Samui, Chiang Mai, and Phuket, has sparked heightened interest from American viewers.

Following the announcement that Thailand would be featured in the new season, flight searches spiked dramatically. Expedia reported a year-over-year increase of 65% for Chiang Mai, 45% for Phuket, and 30% for Koh Samui. Moreover, Hotels.com noted a 40% jump in searches for Koh Samui after HBO shared a teaser in mid-December 2024.

Vacation rental platform Vrbo also observed notable trends, recording a 115% increase in year-over-year searches for properties in Koh Samui. According to Anahat Arora, sales director at the InterContinental Phuket Resort, the surge in bookings from the U.S. market has risen by 18%, suggesting that ‘The White Lotus’ is significantly influencing travel decisions.

“This show has created a buzz that we haven’t seen before, driving luxury travel interest to unprecedented levels,” Arora said in an interview. “Koh Samui, in particular, is poised for a remarkable year.”

Set-jetting, a trend where fans travel to locations depicted in films or television shows, has transformed how audiences engage with travel. An Expedia Brands survey from last fall found that TV shows significantly influence travel more than social media platforms like Instagram and TikTok.

The impact of ‘The White Lotus’ on tourist destinations has been substantial. Historical data shows that after the first two seasons — set in Hawaii and Sicily, respectively — searches for these locations skyrocketed by more than 300% in the 90 days post-launch.

Four Seasons Resorts has capitalized on the show’s popularity by formalizing a partnership with HBO, ensuring that their hotels serve as major backdrops for the series. Season 3 was largely filmed at the Four Seasons Resort Koh Samui, which is expected to attract numerous fans eager to recreate their favorite moments from the show.

In addition to travel, brands have also sought to leverage ‘The White Lotus’ appeal. On February 16, Kiehl’s will launch a White Lotus-themed travel kit valued at $80, coinciding with the season premiere. Jon Sáenz, the global brand president of Kiehl’s, remarked, “For us, it was a no-brainer to collaborate with HBO. The notion of luxury and that escapism are very dear to our brand.”

American Express Travel highlighted Koh Samui as a top destination for 2025, while Thailand’s Tourism Authority has launched a dedicated website focused on ‘White Lotus’-themed travel experiences. Interest in wedding tourism has also spiked, especially after Thailand legalized same-sex marriage in January.

Travel agency Fora reported a remarkable 312% increase in Thai bookings from the U.S. market year-over-year since January. Upcoming wedding planners and resorts claim that Thailand has become a favored destination among couples, reigniting conversations about luxury and romance.

In the meantime, resorts are preparing for an influx of visitors. JJ, general manager of Four Seasons Koh Samui, remarked, “Our resort is tranquil and intimate, making it a romantic destination. We’ve already seen an increase in wedding inquiries since the announcement of Season 3.”

As fans gear up for the premiere of ‘The White Lotus,’ Thailand positions itself as a hot destination. With significant travel trends underway and luxurious accommodations awaiting, visitors are on the brink of entering the enchanting world portrayed in the series.