Wat Pho, also called the Temple of the Reclining Buddha, is a famous landmark in Bangkok, Thailand. (Photo Credit: Tourism Authority of Thailand)
Thailand is gearing up for a major tourism boost as The White Lotus Season 3 sets its sights on the country. The popular TV show is expected to bring a wave of travelers, continuing the trend of “set-jetting,” where viewers visit places they see in films and TV series.
The Tourism Authority of Thailand (TAT) predicts a 5% increase in U.S. visitors this year compared to 2024. Last year, over 900,000 tourists from the U.S. traveled to Thailand, with a total of 1.3 million visitors from North America.
To help fans explore the show’s filming locations, TAT has launched a dedicated website. It highlights experiences in Koh Samui, Bangkok, and Phuket, where The White Lotus was filmed.
“Being featured in The White Lotus Season 3 offers a unique chance to showcase Thailand’s breathtaking landscapes, rich cuisine, and warm hospitality to a global audience,” said Chompu Marusachot, Director of TAT’s New York Office.
She believes the show will inspire travelers to visit Thailand and experience its culture firsthand. “The exposure will highlight Thailand’s beauty and strengthen its reputation as a top travel destination,” she added.
The impact of The White Lotus on tourism is significant. In 2022, Season 2, set in Sicily, led to a 44% rise in travel bookings to the Italian island. This year, the same effect is expected in Thailand. Travel agency Fora has already reported a 312% increase in bookings to the country in January alone.
Hotels and tour operators are capitalizing on the buzz. Anantara Hotels & Resorts has confirmed that three of its Thai properties—Anantara Lawana Koh Samui Resort, Anantara Mai Khao Phuket Villas, and Anantara Bophut Koh Samui Resort—served as filming locations.
EF Ultimate Break, a tour company for young travelers, is launching a White Lotus Thailand tour. It will visit key filming spots and offer affordable experiences like ethical elephant sanctuary visits and meals with Thai families.
To celebrate the new season, Intrepid Travel is offering a limited-time discount on Thailand trips, with bookings available at 15% off until March 3.
For those planning a trip, TAT advises visitors to check passport validity, be mindful of cultural customs, and prepare for national holidays or park closures. Modest dress is required at temples, and it’s customary to remove shoes before entering homes and religious sites. While credit cards are widely accepted, carrying cash is recommended.
“We are excited to see how The White Lotus inspires interest in Thailand’s tourism,” said Marusachot. “We look forward to welcoming more visitors to experience our culture, landscapes, and hospitality.”
