'The White Lotus' Travel Boom Begins in Thailand

by Lacey Pfalz
Last updated: 1:50 PM ET, Tue February 18, 2025

The kingdom of Thailand is the breathtaking new backdrop for The White Lotus Season 3, and the travel industry and the destination itself are both preparing for a new travel boom spurred by the post-pandemic trend of “set-jetting,” or visiting destinations after watching them in film or TV shows.

The Tourism Authority of Thailand (TAT) predicts a 5 percent increase in tourists arriving to Thailand from the U.S. this year compared to 2024. The most recent data found that Thailand welcomed just over 900,000 U.S. tourists last year, and 1.3 million total from North America.

To prepare, TAT has created a website specifically for fans of the show, showcasing some of the experiences that travelers can enjoy in the three filming locations of Koh Samui, Bangkok and Phuket.

“Being featured in The White Lotus Season 3 offers a unique opportunity to showcase Thailand’s breathtaking landscapes, rich culinary scene, vibrant culture, and, most importantly, the warmth of Thai hospitality to a global audience,” said Director Chompu Marusachot, Director of the Tourism Authority of Thailand New York Office.

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“We hope that Thailand’s role as the backdrop for The White Lotus Season 3 will spark a deeper curiosity about Amazing Thailand and inspire travelers to experience firsthand the country’s breathtaking landscapes, rich cultural heritage, and renowned hospitality,” continued Marusachot. “The exposure from the show will not only spotlight Thailand’s stunning landscapes and vibrant culture but also reinforce its reputation as a world-class travel destination.”

Travel agency Fora found that historically, The White Lotus created a travel booking boom each season of the show: in 2022, the show’s second season brought a 44 percent month-over-month increase in bookings to Sicily in the five months following the show’s release.

This year, it’s predicted that the “White Lotus Effect” will hit Thailand. Fora’s already seen a 312 percent year-over-year increase in bookings to Thailand in January alone.

It’s prompting the travel industry to get behind the new “set-jetting” destination: Anantara Hotels & Resorts announced three of its Thai resorts, Anantara Lawana Koh Samui Resort, Anantara Mai Khao Phuket Villas and Anantara Bophut Koh Samui Resort were all filming locations for the fictional The White Lotus Thailand.

Young adult tour guide EF Ultimate Break is launching its own White Lotus Thailand tour for Gen Z travelers, which will feature several filming locations and what the operator calls “budget-friendly dupes,” including visiting an ethical elephant sanctuary and sharing meals with local Thai families.

And to celebrate the new season of the show airing, Intrepid Travel, which began by launching a trip to Thailand in 1989, is offering a flash sale now through March 3, offering Thailand trips for 15 percent off.

TAT recommends travelers plan their trips ahead of time, ensure their passport is valid for at least six months beyond their return date and check for national holidays, park closure dates and cultural etiquette before they arrive. Temples and homes are shoeless places, while temples also require modest dress. While most hotels and restaurants accept credit cards, it’s a good idea to also carry some cash.

“We are excited to see how The White Lotus Season 3 will inspire greater interest in Thailand’s tourism sector and look forward to welcoming even more visitors to experience the culture, breathtaking landscapes, and warm hospitality of the ‘Land of Smiles,’” said Marusachot.

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