Thailand’s world-famous island destinations, Koh Samui and Phuket, are experiencing an unprecedented surge in bookings, thanks to the highly anticipated third season of HBO’s The White Lotus.
With Thailand’s lush landscapes, stunning resorts, and crystal-clear waters providing the backdrop for the latest installment of the hit series, the country has quickly become 2025’s most in-demand travel hotspot.
Luxury travelers and White Lotus fans alike are flocking to the Four Seasons Koh Samui, Anantara Bophut Koh Samui, Anantara Mai Khao Phuket Villas, and Rosewood Phuket—four real-life resorts featured in the show. According to Global Travel Collection (GTC), January bookings for Four Seasons hotels in Thailand were already up 68% year-over-year, with demand only expected to climb further as the season unfolds.
The White Lotus Effect: How a TV Show Fuels Tourism
This isn’t the first time The White Lotus has transformed a destination’s popularity. The first season, set in Hawaii, sent travelers rushing to Maui’s Four Seasons Resort at Wailea, while season two in Sicily saw a 300% increase in searches for the San Domenico Palace, Taormina. Now, season three is set to do the same for Thailand, with early indicators suggesting an even greater impact.
According to Agoda, searches for Koh Samui accommodations jumped 12% following the February 16 premiere. Interest from U.S. travelers surged 65%, placing the country among Koh Samui’s top five inbound markets. The trend is also attracting visitors from Germany, France, the UK, and Israel, demonstrating the show’s powerful global influence.
Pierre Honne, country director for Agoda Thailand, acknowledged the significance of this boom:
“It’s thrilling to finally see beloved Thai destinations like Bangkok and Koh Samui as the settings for a global TV sensation. The potential positive effects on Koh Samui and Thailand’s tourism are undeniable.”
Luxury Bookings Soar: How Travelers Are Experiencing The White Lotus
Luxury travel agencies are reporting record demand for high-end stays and exclusive experiences in Thailand. GTC alone booked $2 million in Thailand hotel sales in 2024, and advisors say clients are now spending upwards of $50,000 for eight– to ten-day trips at five-star resorts.
Even travelers with more modest budgets are getting in on the action. EF Ultimate Break, a travel company targeting Gen Z and Millennials, has launched a 22-day Thailand itinerary inspired by The White Lotus, visiting Bangkok, Chiang Mai, Phuket, Krabi, Koh Samui, Koh Tao, and Koh Pha Ngan. The trip offers budget-friendly alternatives to the show’s luxury experiences, such as local market tours and traditional Thai performances.
Meanwhile, Anantara Hotels is capitalizing on the trend by launching The Lotus Awakening Escape Package, a four-night retreat in Phuket and Koh Samui, offering spa treatments, cultural excursions, and exclusive themed dining experiences inspired by the show.
Why Thailand? The Perfect White Lotus Setting
Thailand has long been a dream destination, but its appeal has skyrocketed thanks to The White Lotus. The country offers a rare combination of luxury, adventure, and affordability, making it an attractive alternative to past seasons’ high-end destinations.
From the pristine beaches of Koh Samui to the bustling streets of Bangkok, Thailand’s diverse landscapes provide the perfect setting for the show’s signature mix of glamour, intrigue, and social satire. Whether it’s the iconic infinity pools, cliffside villas, or lush tropical gardens, the locations featured in The White Lotus are now at the top of travelers’ must-visit lists.
Earlier, Ms. Thapanee Kiatphaibool, the Tourism Authority of Thailand Governor, expressed her pride in Thailand being chosen as the backdrop for the upcoming season. “Thailand’s exotic natural beauty, rich historical sites, and diverse landscapes make it an ideal setting to portray our fascinating culture, fantastic cuisine, top-notch wellness, luxury offerings, and, most importantly, our people and Thai hospitality,” she said. Thailand’s selection as a filming location for “The White Lotus” Season 3 is a testament to its status as one of the world’s favorite filming destinations.
As demand continues to rise, travelers looking to secure a stay at Thailand’s hottest resorts are advised to book early, as some of the show’s filming locations are already filling up for the 2025 travel season.
