Interest in travel to Thailand is skyrocketing following the February 16 premiere of the third season of HBO’s hit series The White Lotus. While the show’s luxurious White Lotus Thailand hotel is fictional, it was filmed at four real-life Thai resorts: the Four Seasons Koh Samui, Anantara Bophut Koh Samui, Anantara Mai Khao Phuket Villas, and Rosewood Phuket.
The show’s influence is already driving significant tourism growth. Global Travel Collection (GTC), the luxury division of Internova Travel Group, reported a 68% year-over-year increase in January bookings for Four Seasons hotels in Thailand. This builds on a strong 2024, during which GTC recorded 2millioninhotelsalesand1 million in tour sales to the country.
GTC President Angie Licea noted that some hotel brands in Thailand, such as Mandarin Oriental and Marriott International, have seen sales surge by as much as 1,000% through the agency. “As 2025 unfolds, Thailand remains a highly desirable destination, with evolving travel patterns and increasing interest in luxury accommodations,” Licea said.
The trend of “set-jetting” — traveling to destinations featured in films or TV shows — is well-documented. Previous seasons of The White Lotus, set in Hawaii and Sicily, similarly boosted tourism to those locations.
Luxury Travel on the Rise
Travel advisors are witnessing the impact firsthand. Kara Bebell and Harlan DeBell of New York-based The Travel Siblings, a GTC affiliate, said Thailand has become one of their most-requested honeymoon destinations since news broke that The White Lotus would film there.
Shawn Goldberg and Michelle Rosenbaum, advisors with Protravel International Westbury in New York, noted that clients are splurging on eight- to 10-day trips, staying at five-star hotels and booking private tours. They estimate that a family of four can spend up to $50,000 during the high season.
Budget-Friendly Options for Younger Travelers
For younger travelers inspired by the show but seeking more affordable options, EF Ultimate Break has launched a 22-day Thailand tour inspired by The White Lotus. Priced at $3,499, the Ultimate Thailand: White Lotus Edition itinerary promises “must-see spots” and “budget-friendly dupes for the extra-fancy stuff.”
The tour will take travelers to Bangkok, Chiang Mai, Phuket, Krabi, Koh Samui, Koh Tao, and Koh Pha Ngan. Highlights include visits to the Damnoen Saduak Floating Markets, Wat Phra That Doi Suthep, and an elephant sanctuary. Experiences inspired by the show, such as a visit to the Joe Louis Thai Puppet Theater, are marked with a lotus emoji.
Accommodations vary by departure date but may include the ASAI Bangkok Chinatown, Cross Vibe Chiang Mai Decem, and Cosi Samui Chaweng Beach. “While we all love the Four Seasons and fine dining, our travelers will experience all the culture minus the price tag,” the company said.
Resorts Capitalize on the Hype
Anantara is also leveraging the show’s popularity with its Lotus Awakening Escape Package, a four-night retreat in Phuket and Koh Samui. The package includes stays at three Anantara resorts and activities inspired by The White Lotus.
As new episodes of the show continue to air on HBO Max, the allure of Thailand as a travel destination shows no signs of slowing down. Whether travelers are seeking luxury or budget-friendly adventures, The White Lotus effect is reshaping Thailand’s tourism landscape.
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