Melissa Donovan
The luxurious, murder-mystery drama The White Lotus is back with its highly anticipated third season, transporting audiences to the stunning landscapes of Thailand. Premiering on February 16, the new season is already drawing in fans, just as its predecessors did. But beyond its gripping storylines, the show is also inspiring real-world travel trends. With previous seasons set in Hawaii and Sicily leading to tourism booms in those regions, will Thailand experience the same phenomenon?
A Win for Tourism and Local Economies
While The White Lotus has been a massive success for Warner Bros. Discovery—boosting ratings, revenue, and corporate collaborations—it has also delivered significant benefits to the tourism industries of its filming locations. The so-called “White Lotus Effect” has led to increased interest in these picturesque destinations, with Thailand poised to be the next hotspot.
According to the Tourism Authority of Thailand (TAT), a 5% increase in U.S. travelers to Thailand is expected in 2025 compared to the previous year. In 2024, over 900,000 tourists from the U.S. visited Thailand, with North American visitors totaling 1.3 million.
To capitalize on this surge in interest, TAT has launched a dedicated website for fans of the show, highlighting travel experiences in the season’s three filming locations: Koh Samui, Bangkok, and Phuket.
A Track Record of Travel Booms
History suggests that The White Lotus has the power to influence travel bookings. After the show’s second season aired in 2022, travel agency Fora reported a 44% month-over-month increase in bookings to Sicily over the following five months.
This year, Thailand appears to be following the trend. Fora has already reported a staggering 312% year-over-year increase in travel bookings to Thailand in January alone. The travel industry is taking note, with luxury hospitality brands and tour operators eager to ride the wave of excitement.
American Express Travel identified Koh Samui as one of the top 10 trending destinations for 2025, while the island was also featured on The New York Times’ 52 Places to Go in 2025. Additionally, Thailand was named Travel+Leisure’s 2025 Destination of the Year.
Following the announcement of Thailand as the setting for Season 3 last spring, Expedia reported a notable increase in searches for flights to key Thai destinations: Chiang Mai (up 65% year-over-year), Phuket (up 45%), and Koh Samui (up 30%). After HBO’s teaser release in mid-December 2024, searches for Koh Samui on Hotels.com spiked by 40%. Meanwhile, home-rental platform Vrbo recorded a 115% surge in year-over-year searches for vacation rentals in Koh Samui.
Hotels, Tours, and Exclusive Experiences
For younger travelers, EF Ultimate Break has curated a White Lotus Thailand tour tailored for Gen Z adventurers. The tour includes visits to filming locations as well as “budget-friendly dupes,” such as ethical elephant sanctuaries and immersive cultural experiences with local Thai families.
To celebrate the show’s premiere, Intrepid Travel, a company that first introduced Thailand trips in 1989, is offering a limited-time 15% discount on Thailand excursions through March 3.
What Travelers Need to Know
With Thailand expected to see an influx of tourists, planning ahead is crucial. TAT advises travelers to:
- Ensure passports are valid for at least six months beyond their return date.
- Check for national holidays, park closures, and cultural etiquette guidelines before departure.
- Remember that temples and private homes require visitors to remove their shoes, and modest attire is necessary at religious sites.
- While major hotels and restaurants accept credit cards, carrying cash for smaller transactions is recommended.
The Power of Set-Jetting
The influence of TV shows and films on travel choices is undeniable. According to Expedia’s 2025 Unpacked study, which surveyed 25,000 travelers across 19 countries, two-thirds of respondents admitted that movies and TV shows shape their travel decisions. In fact, 36% stated that film and television were even more influential on their travel plans than the year before.
HBO reported that The White Lotus’ first two seasons contributed significantly to local economies—$12.9 million in Maui, Hawaii, and over $40 million in Sicily, Italy. Season 3 is following suit, with a reported $36.9 million funneled into the economies of Koh Samui, Phuket, and Bangkok.
A Star-Studded Season in Paradise
As in past seasons, The White Lotus Season 3 follows an ensemble of guests at a luxurious resort, this time in Thailand. The star-studded cast, including Walton Goggins, Carrie Coon, Leslie Bibb, Parker Posey, and Natasha Rothwell, spent six months filming in the Southeast Asian paradise.
In addition to being a stunning backdrop, Thailand is also part of Warner Bros. Discovery’s expanded collaboration with the Four Seasons. This partnership includes exclusive guest experiences inspired by The White Lotus, such as early screenings, themed wellness treatments, and culinary events.
Thailand’s Moment in the Spotlight
With the combination of breathtaking locations, a high-profile series, and a growing appetite for “set-jetting” (traveling to destinations featured in film and TV), Thailand is set to be one of 2025’s most sought-after travel destinations. Whether visitors are drawn by the drama of The White Lotus or the allure of Thailand’s vibrant culture and natural beauty, one thing is clear: this season’s impact extends far beyond the screen.
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