Thailand is experiencing a significant tourism boost, thanks to the rising popularity of singer Lisa, known for her participation in the hit series The White Lotus Season 3. Following the series’ exposure of Thailand's breathtaking landscapes, including Koh Samui, hotel bookings have surged. According to Ms. Sasinrata Watanachant, the deputy spokesperson for the Prime Minister's Office, the filming has escalated interest among tourists, particularly from the United States.
Since the announcement of the series and its connection to locations such as Bangkok, Phuket, and Koh Samui, there has been a 12% increase in searches for accommodation on Agoda, particularly popular among luxury travelers. Interestingly, interest from American tourists rose nearly 65% compared to averages from earlier months. The filming of the series took place at renowned Thai sites, including Ang Thong National Marine Park and famous beaches like Cheong Mon and Rin Beach.
Among the four hotels featured as filming locations are Four Seasons Resorts Koh Samui, Anantara Lawana Koh Samui Resort, Anantara Mai Khao Phuket Villas, and Anantara Bophut Koh Samui Resort. This uptick hints at increased economic activity across the region, with hotel prices experiencing up to 40% increases on average.
The Thai government expressed enthusiasm toward the film industry, highlighting its importance for the economy and local job creation. Investment figures from the film sector show substantial growth, with the investment expectation at around 6.58 billion baht for 2024, close to the previous year’s total of 6.7 billion baht. Jobs created through these efforts have reportedly reached about 29,000 for local Thai workers.
To leverage this newfound interest, the government is actively revisiting strategies to promote creative industries and foreign film production. Ms. Sasinrata emphasized the administration's commitment to enhancing benefits for filmmakers, proposing measures like increased cash rebates for productions carried out domestically. Incentives include up to 30% cashback, without a cap on total refunds for aspiring investments.
The series The White Lotus, along with Lisa’s global star power as part of the K-Pop band BLACKPINK, has pushed Thailand onto the international tourism map, emphasizing luxury tourism sectors and showcasing the country’s vibrant culture and landscapes.
Following the surge of interest stemming from the show, local businesses are already positioning themselves to meet increased demand, especially from tourists wanting to explore the filming locations. Crisis foreseen from the COVID-19 pandemic appears to be dissipated, replaced by prevalent anticipation as tourists flock to Thailand.
With the country poised to capture international attention through both entertainment and hospitality channels, officials are hopeful for sustainable growth across its tourism sector, using Lisa’s star status as both hook and conduit to attract new travelers.