The HBO series The White Lotus is not just captivating audiences with its drama; it is also expected to significantly boost tourism to Thailand following the announcement of Season 3. Set to premiere on February 17, 2024, the series will draw attention to stunning locales such as Koh Samui, Bangkok, and Phuket, transforming them from picturesque backdrops to must-visit destinations for travelers eager to experience the allure depicted on screen.
Recent data underlines the increasing influence of film and television on travel choices. According to Ms. King, two-thirds of travelers this year have reported their plans were swayed by movies and TV series, reflecting a 16 percent spike from the previous year. This trend appears to be continuing, with travel experts predicting Season 3 of The White Lotus to be one of the leading shows influencing travel decisions heading to 2025.
Expedia forecasted significant increases in interest for Thailand's popular tourist spots following the show's new season announcement. The company reported interest levels rising for Koh Samui to 40 percent, Phuket at 30 percent, and Bangkok at 20 percent—a compelling illustration of the series' pull. The response reflects both excitement and the trend of 'set-jetting'—a term where audiences travel to locations featured prominently on screen.
Luxury travel expert Alana Seale from Onboard Luxury highlighted the transformative influence of the show on travel patterns. "Sicily's popularity exploded after Season 2, proving the power of 'set-jetting.' Almost every second booking I handled included Sicily, even for people who may not have considered it before," she expressed. Seale anticipates similar outcomes for Thailand as travelers seek out Timis and glimpses of the natural beauty showcased within the series.
Seale noted, "Now many travelers have ticked Europe off their lists; I expect to see a shift toward 'closer-to-home' destinations like Thailand. With The White Lotus showcasing the beauty of Koh Samui, I expect this to become a hot spot once the show airs." This sentiment resonates with reports from tour operators who have witnessed significant spikes in bookings linked to the show.
Intrepid Travel corroborated Seale's observations, noting substantial growth stemming from the series' run. Bookings for travel to Sicily surged 60 percent following the airing of Season 2 and more recently, bookings to Thailand increased by 33 percent from 2023 to 2024. Numbers from Intrepid reveal they have already matched all bookings for Thailand made throughout 2023, reflecting excitement and anticipation for the upcoming season.
This phenomenon of 'set-jetting' isn't new, but as travel restrictions have started to wane and eager travelers seek new experiences, it is becoming more pronounced. Shows like The White Lotus encourage viewers not only to watch the drama but to immerse themselves physically within it, traveling to where the stories are set.
Looking forward to the future, tourism boards and travel agencies are gearing up for what could be another travel boom fueled by pop culture. Travellers are aiming to capture their own piece of the luxury resort lifestyle enjoyed by the characters on the show, with many seeking to replicate the vacation experiences portrayed.
While Season 3 of The White Lotus may just be the latest entry on the TV calendar, its potential to impact Thailand's tourism economy could last long after the final credits roll. Interest from Australian travelers is expected to be particularly pronounced, as the series has completely captivated audiences down under.
The continued influence of media on tourism choices is set to reshape how and where people travel, with destinations adapting to embrace the opportunities presented by popular programming. Thailand's stunning scenery and luxury resorts are poised to benefit as The White Lotus once again shines the spotlight on Southeast Asia as the place to be for travelers.