The highly anticipated third season of HBO’s “The White Lotus” premieres Sunday, February 16, and is already having a significant impact on tourism in Thailand. With shooting locations across the country, including Koh Samui, Chiang Mai, and Phuket, American fans are flocking to experience the luxurious settings showcased in the show.
According to data from Expedia, searches for flights to these destinations have skyrocketed, with Chiang Mai seeing a 65% year-over-year increase, while Phuket has seen a 45% rise. Meanwhile, Koh Samui has witnessed a 30% boost in flight searches, and vacation rental platform Vrbo has reported a 115% uptick in searches for luxury rentals on the island.
Industry experts predict that this trend will continue, with luxury travel to Thailand expected to surge. The InterContinental Phuket Resort’s sales director notes an 18% increase in bookings from the US market, while American Express Travel has listed Koh Samui as one of its top trending destinations for 2025.
The show’s partnership with Four Seasons Resorts has further solidified the brand’s connection to “The White Lotus,” ensuring that future seasons will feature Four Seasons hotels as primary backdrops. With this boost in tourism, Thailand is poised for a huge year, earning recognition from travel industry publications such as Travel+Leisure and the New York Times.
Source: https://www.forbes.com/sites/suzannerowankelleher/2025/02/14/thailand-is-having-a-white-lotus-travel-moment-even-before-season-3-kicks-off-sunday