Thailand Tourism Booms: White Lotus Effect Spurs Hotel Bookings
Thailand’s tourism sector is experiencing a dramatic resurgence, fueled by the global spotlight cast on the country by major international film and television productions. The HBO hit series The White Lotus and the highly anticipated Jurassic World: Dominion are playing key roles in drawing tourists from around the globe, promising a vibrant 2025 for the Thai economy.
The impact of The White Lotus, which premiered on February 17, 2024, has been phenomenal. Hotel bookings in filming locations—including Bangkok, Koh Samui, and Phuket—have skyrocketed, witnessing a staggering 400–500% increase compared to the same period in 2024. The series' international appeal has been amplified by the presence of Thai pop sensation Lisa Lalisa Manoban, a member of the globally renowned group Blackpink. Her involvement has not only attracted viewers but also galvanized her vast fanbase, particularly within the ASEAN region, to experience the locations featured in the show firsthand.
Siripakorn Cheawsamoot, TAT’s Deputy Governor for Europe, Africa, the Middle East, and the Americas, emphasized the multifaceted benefits of the production. «Filming The White Lotus in Thailand not only showcases the country’s breathtaking natural beauty and world-famous destinations but also underscores our commitment to providing first-class service and facilities,» he stated. He further noted the production team’s praise for the smooth and efficient filming process in Thailand. Cheawsamoot also highlighted the dual appeal created by Lisa’s participation, attracting both traditional English-speaking tourists from Europe and America, as well as a new wave of fans from Southeast Asia. This dual appeal is expected to contribute to sustained tourism throughout the year, potentially bolstering visitor numbers in Koh Samui even during the traditional off-season.
This surge in interest is corroborated by emerging travel trends. Data from the travel platform Opodo reveals a 53% year-over-year increase in Thailand-related searches from UK tourists between February 17 and 23, 2024, with the UK ranking third globally for such searches. The Tourism Council of Thailand also reports a 12% increase in hotel searches for Koh Samui since the series aired, with searches from the US market jumping an impressive 65% since January, surpassing interest from Malaysia. Currently, the top five nationalities searching for Koh Samui accommodations are from Israel, Germany, France, the UK, and the USA.
The White Lotus effect is just one piece of a larger trend. Thailand has become a highly sought-after destination for international film productions, contributing significantly to the nation’s economy. The Tourism Department reports that foreign film productions generated over 7 billion baht in filming value in 2023. Statistics reveal a consistent influx of projects: 466 projects from 40 countries generated 6.753 billion baht (approximately $201 million USD) in 2023, followed by 490 projects generating 6.415 billion baht (approximately $191 million USD) in 2024. This momentum continued into 2025, with 62 projects completed in January alone, contributing 785 million baht (approximately $23.4 million USD).
Capitalizing on this burgeoning interest, the Tourism Authority of Thailand (TAT) is proactively developing specialized tourism packages. These initiatives include White Lotus-inspired itineraries targeting US and European markets, travel packages featuring key locations from the series, and promotional campaigns for the upcoming Jurassic World: Dominion, filmed in Krabi, Trang, and Phang Nga. The TAT aims to increase average tourist spending to 50,000–60,000 baht per trip.
The impact on the hospitality sector is palpable. Dillip Rajakarier, CEO of Minor International, reports a 40% increase in average daily rates at hotels featured in The White Lotus, including properties in Koh Samui, Phuket, Hawaii, and Italy.
Phuket, a perennial tourist favorite, maintained an impressive 94% average occupancy rate throughout January and February 2025, with a strong influx of visitors from Russia, China, India, Australia, the UK, and Kazakhstan.
The convergence of high-profile entertainment productions and strategic tourism initiatives paints a promising picture for Thailand’s tourism industry in 2025 and beyond, generating positive ripple effects across various sectors of the Thai economy.
