# The “White Lotus Effect” in Thailand: Boon or Bane ?

- Link: https://www.thailand-business-news.com/entertainment/198798-the-white-lotus-effect-in-thailand-boon-or-bane
- Published: 2025-03-03T13:37:08+07:00
- Author: Bastien Guillemain

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.

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## 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.

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Sources :

[‘A little win for us’: Thailand basks in excitement around White Lotus season three | The White Lotus | The Guardian](https://www.theguardian.com/tv-and-radio/2025/feb/15/thailand-the-white-lotus-season-three-lisa)

[Measuring the ‘White Lotus effect’: How TV and film locations impact travel](https://www.bbc.com/travel/article/20250213-how-tv-and-film-locations-impact-travel-the-white-lotus-effect)

[Measuring the ‘White Lotus effect’: How TV and film locations impact travel](https://www.bbc.com/travel/article/20250213-how-tv-and-film-locations-impact-travel-the-white-lotus-effect)