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Thailand is preparing for a boost in tourism as the third season of HBO’s “The White Lotus,” filmed in stunning locations like Koh Samui, Phuket, and Bangkok, hits the screens.
While the show is expected to boost the local economy and attract “set-jetters”— travelers inspired by film and TV locations—there are also growing concerns about the potential negative impacts of mass tourism on the island’s infrastructure and environment.
Key Takeaways
- The third season of HBO’s “The White Lotus,” filmed in Thailand, is expected to significantly boost tourism, particularly in locations like Koh Samui, Phuket, and Bangkok, due to the “White Lotus Effect” and the trend of set-jetting.
- The series is anticipated to showcase Thailand’s cultural and visual identity, promote its soft power, and contribute to its economic recovery, with the Tourism Authority of Thailand expecting a 20% rise in tourism.
- There are concerns about the potential negative impacts of mass tourism on the island’s infrastructure and environment, with Koh Samui already facing significant pressure on its water and waste management systems, leading to calls for responsible tourism management.
The first episode of the third season of the hit series was released on Monday, February 17. Created by Mike White and produced by the American network HBO, this sharp social satire blending drama and dark comedy follows the wealthy guests of the fictional hotel chain The White Lotus and its local employees.
The series, whose first season was released shortly after the COVID-19 lockdown, achieved tremendous success. Its subtle critique of society, complex and iconic characters, stunning aesthetics, and memorable soundtrack have earned it numerous awards, including several Emmy Awards.
After two seasons filmed at the Four Seasons hotels in Maui, Hawaii, and Taormina, Sicily, the third season takes place in Thailand, primarily at the Four Seasons Hotel in Koh Samui, in the south of the country, as well as the Mandarin Oriental in Bangkok and the Anantara hotels in Phuket and Koh Samui. Having already significantly boosted tourism numbers in previous locations, the series has generated high expectations for this new season. This phenomenon is known as The White Lotus Effect.
The “White Lotus Effect” and the Prospect of a Tourism Boom
This phenomenon translates into a spectacular increase in tourist interest in filming locations following the release of the first seasons. The hotel used as a backdrop for season 2, in Taormina, Sicily, was fully booked for six months after reopening post-filming, driven by the enthusiasm generated by the series. According to the BBC, the website of the season one hotel saw a 425% increase in visits year over year.
This is not a new trend; it is known as set-jetting, where travelers choose a destination after seeing it in a TV show or film. For instance, Emily in Paris on Netflix led to a 10% rise in bookings by American tourists visiting Paris. However, with The White Lotus, it is the luxury hotel sector that is experiencing a major boom. This phenomenon is further amplified by the widespread reach of series on streaming platforms.
According to Bloomberg, the series has helped position host countries as “luxury vacation strongholds.” With a predominantly young audience, this set-jetting trend represents a promising economic opportunity for the future.
A Soft Power lever for Thailand
Promoting cultural and visual identity
By fully integrating various aspects of local culture, the series highlights the location, making it a character in its own right. The meticulous choice of settings and the inclusion of local beliefs enhance the story’s depth, making the setting a central element of the narrative.
Thailand is heavily relying on the success of this third season to attract vacationers and boost tourism. The Director of the Tourism Authority of Thailand in Paris, Suriya Sitthichai, welcomes the choice of Thailand for this new installment and hopes this opportunity will be “a way to showcase the authenticity and diversity of Thailand beyond its landscapes.” He hopes the series will encourage visitors to explore, beyond its iconic sites, the other aspects of Thai culture, its way of life, and its hospitality.
The presence of K-pop singer Lalisa Manoban, known as Lisa—who was born in Thailand—has also generated great interest among Asian audiences. A fan of the singer told The Guardian, “Everything Lisa does goes viral.” For instance, the city of Ayutthaya saw an increase in visitors to its temple, Wat Mahathat, after the singer posted a photo of herself in traditional attire there. By portraying a local hotel employee in the TV show, her role allows her to reconnect with her Thai roots while offering young Thais a relatable figure.
Marisa Sukosol Nunbhakdi, chair of the Tourism Subcommittee of the National Soft Power Strategy Committee, stated that this third season of The White Lotus could contribute to achieving the Thai government’s ambition of positioning the country as a leading destination for wellness and spirituality.
A significant economic impact anticipated
The travel agency Black Tomato told Bloomberg that it saw a threefold increase in bookings for Sicily after the end of season 2. The Tourism Authority of Thailand thus hopes that “the momentum will be the same for Thailand” and is expecting a 20% rise in tourism.
This interest has already materialized: the release of the new season’s trailer led to a 50% increase in Thailand-related searches on Expedia. Online booking platforms have reported immediate interest following the announcement of the filming locations, and Finnair has introduced weekly flights to Phuket. Meanwhile, Hotels.com recorded a 40% increase in searches for the Four Seasons Hotel in Koh Samui.
Thailand aims to develop its tourism sector further and is implementing incentive policies to establish itself as Asia’s premier travel destination. Promotional campaigns in collaboration with influencers have been rolled out on social media. Thailand seeks to recover its pre-COVID tourism levels; in 2024, the country aimed to return to its 2019 figure of 40 million visitors, targeting a revenue of 3.5 trillion baht. Ultimately, 35.5 million tourists visited Thailand, a significant increase from 28.2 million in 2023, but still below expectations in a country where tourism contributes up to 12% of GDP. The Thai government is therefore actively supporting the audiovisual production sector to help this recovery.
The Growing Threat of Overtourism
Previous seasons of White Lotus filmed in Hawaii and Sicily attracted large crowds to the show’s picturesque locations. Now, the spotlight shifts to Thailand on the island of Koh Samui, situated off the country’s east coast. While tourism is vital for jobs on Koh Samui, some locals worry that the island’s infrastructure may struggle to handle a significant surge in visitors.
Thailand faces a tourism distribution problem, with certain regions experiencing overtourism. Koh Samui, for instance, is already facing significant pressure, with luxury hotels, private pool villas, and restaurants straining water and waste management systems, which are either undersized or nonexistent. The pipeline connecting the island to the mainland supplies only 21,000 cubic meters of water per day, forcing locals to buy more expensive water from private companies. The island’s incinerator has been out of service for over a decade, leading to an open landfill that emits strong odors and pollutes local water, forcing residents to invest in water purifiers. Water consumption for tourism-related activities has also depleted the island’s resources.
The mayor acknowledges that infrastructure is inadequate and has promised necessary improvements but has not provided a timeline.
Koh Samui could be at risk from the massive influx of tourists driven by the promotion of the new season of The White Lotus, potentially worsening the island’s environmental and social situation. Thailand has already faced a similar issue with Maya Bay, which had to close in 2018 after being overwhelmed by visitors following the success of the film The Beach starring Leonardo DiCaprio before reopening with a strict gauge in 2022.
To prevent the recurrence of such mistakes, responsible tourism management is essential. Despite this, the government has chosen to invest significantly in audiovisual productions, such as allocating $4 million to the filming of The White Lotus. This decision has drawn criticism from local communities, who contend that tourism is being prioritized over their quality of life and question who truly reaps the benefits of the generated revenue.
Sources :
‘A little win for us’: Thailand basks in excitement around White Lotus season three | The White Lotus | The Guardian
Measuring the ‘White Lotus effect’: How TV and film locations impact travel
Measuring the ‘White Lotus effect’: How TV and film locations impact travel
