The hypnotic allure of HBO’s The White Lotus continues to ripple far beyond the television screen, now drawing global attention to Thailand as the filming location for its third season. While the show’s fictional luxury resort brand doesn’t exist in reality, the tangible impact it has had on real-world travel trends is impossible to ignore. Following significant spikes in tourism to Maui and Sicily after the show’s first and second seasons respectively, Thailand has now emerged as the latest hotspot for fans eager to experience the opulent settings firsthand.
Filming for the third season took place at some of Thailand’s most prestigious resorts, with the Four Seasons Resort Koh Samui serving as the primary location. Other filming sites include the Rosewood Phuket and two Anantara properties, showcasing the country’s diverse coastal beauty and serene luxury. These settings have inspired a wave of travel interest, prompting cruise lines, tour operators, and luxury hotel brands to seize the opportunity to market packages tailored to the show’s devoted fanbase. Norwegian Cruise Line, for example, has incorporated Thailand into its itineraries, promising passengers a chance to “step into the world of The White Lotus.”
Tour operators are responding swiftly to the increased demand, having witnessed firsthand the influence of the show on traveler decisions. Insight Vacations, a brand under the TTC Tour Brands umbrella, has seen a notable surge in interest, particularly among travelers who previously flocked to Sicily following the second season. With Thailand now in the spotlight, bookings are once again on the rise. Similarly, Abercrombie & Kent reported a 5% uptick in interest for Koh Samui within two weeks of the season’s premiere. Their data echoes a pattern seen in 2022 when bookings for Taormina’s San Domenico Palace Four Seasons hotel — prominently featured in Season 2 — saw a 15% increase, outpacing other luxury accommodations in the area.
The fascination with The White Lotus isn’t just confined to high-end travelers. Companies like EF Ultimate Break have launched budget-conscious tours aimed at younger audiences, promising the “paradise seen on screen” at a more accessible price. Their 22-day Thailand itinerary, priced at $3,499, includes stops in seven cities, with visits to floating markets and Buddhist temples—direct nods to scenes from the show. Meanwhile, women-only travel company AdventureWomen has also noted increased interest in Thailand itineraries, linking the trend to the appeal of group adventures and “girlfriend getaways” as depicted in the series.
Beyond general tourism, there’s also a growing niche of travelers seeking to replicate specific moments from the show. Audley Travel reports that clients are inquiring about exact beach scenes and requesting tailored recommendations based on the season of their visit. Luxury travel providers are more than happy to oblige. The Four Seasons recently introduced a $188,000, 20-day private jet tour connecting all three of its properties featured in the show, offering an extravagant deep dive into the show’s real-life settings. Not to be outdone, Anantara launched the Lotus Awakening Escape, a curated four-night retreat across Phuket and Koh Samui that blends sensual indulgence with spiritual elements—a theme central to the third season’s narrative.
Search engine data underscores this spike in interest. Searches for “Four Seasons Koh Samui” have soared over 1,300% since the new season aired. January bookings to Four Seasons properties in Thailand were up by 68% year over year, according to Global Travel Collection. As The White Lotus continues to blend mystery, luxury, and satire, its influence on global travel tastes shows no sign of slowing. For now, Thailand is basking in the glow of its newest starring role, as viewers turn into travelers, determined to chase a slice of the glamour and enigma they’ve seen unfold on screen.
