Thailand is preparing for a surge in tourism as Season 3 of The White Lotus is set to premiere on February 16. The popular HBO series, which previously boosted tourism in Hawaii and Sicily after filming there, is expected to bring a similar effect to Thailand. With filming locations in Bangkok, Phuket, and Koh Samui, the series will showcase some of Thailand’s most picturesque destinations, potentially attracting millions of international travelers.
Since its debut, The White Lotus has proven to be more than just a television hit—it has become a tourism marketing powerhouse. Season 1, set in Hawaii, led to a significant increase in interest for luxury stays in Maui, particularly at the Four Seasons Resort Maui at Wailea, where much of the season was filmed. Similarly, Season 2, which was shot in Sicily, contributed to a surge in travel to the Italian island, with hotels like San Domenico Palace in Taormina benefiting from increased demand.
Given this trend, Thai tourism officials are optimistic about the potential economic impact of Season 3. Thailand has long been a popular destination for filmmakers, with movies like The Man with the Golden Gun (1974), The Beach (2000), and The Hangover II (2011) showcasing the country’s beauty. These productions have played a role in drawing international visitors, and The White Lotus is expected to continue this tradition.
Thailand welcomed 32 million foreign tourists in 2024, with the top five source markets being China, Malaysia, India, South Korea, and Russia. However, with an eye on expanding its reach, Thailand’s tourism board is targeting the North American market, where The White Lotus has a large and engaged viewership.
The country’s tourism sector has set an ambitious goal of attracting at least 36 million international visitors in 2025. Officials hope that the exposure from The White Lotus will help Thailand reach this target by positioning it as a must-visit destination for luxury travelers and adventure seekers alike.
“I think the upcoming season of The White Lotus will help refine Thailand’s image around the world,” said Anoma Vongyai, Director of the Tourism Authority of Thailand. The series will highlight Thailand’s high-end resorts, vibrant nightlife, and cultural heritage, potentially drawing a wave of travelers looking to experience the same exotic locales seen on screen.
Filming for Season 3 took place in some of Thailand’s most iconic destinations:
- Bangkok: The capital city is known for its bustling street markets, grand temples, and luxurious rooftop bars. Scenes filmed in Bangkok are expected to highlight its dynamic mix of modern and traditional influences.
- Phuket: Thailand’s largest island, famous for its stunning beaches and upscale resorts, has long been a top choice for international tourists. Its inclusion in The White Lotus is likely to make it even more desirable for travelers.
- Koh Samui: This tropical paradise, known for its crystal-clear waters and laid-back atmosphere, will be prominently featured in the series. With its luxury resorts and pristine beaches, Koh Samui is poised to see a spike in bookings following the show’s release.
With its breathtaking landscapes and vibrant culture, Thailand is set to be the next travel hotspot thanks to The White Lotus. The series’ history of influencing travel trends suggests that viewers will be eager to experience Thailand’s beauty firsthand. As the premiere date approaches, the Thai tourism industry is preparing for a potential influx of visitors drawn by the allure of its world-class destinations.
