The third season of HBO’s critically acclaimed series "The White Lotus" has captivated its viewers yet again with its destination drama. Set against Thailand’s stunning landscape, the season has left an indelible mark on the nation’s already boisterous tourism.
Not only has the series significantly surged the tourist footfall in the country, but also bolstered the reservations coming in for the hotels featured in its scenes. A renewed interest in some of the most opulent resorts that served as the shooting locations of the series has yet again emphasised the significant influence that popular media can have on travel trends.
With a unique concept of decadent tourism unraveling against the backdrop of exotic yet ominous locations, ever since the show's third season aired on February 16, 2025, it has sparked feverish discourse—half the audience is dissecting its biting social satire, while the other half simply Googles, ‘Can I afford to stay there?’
In such fervour, a renewed interest in Thailand’s rich culture and locales is taking shape. The third season in question was primarily shot at the Four Seasons Resort Koh Samui, with additional scenes shot at Anantara Mai Khao Villas in Phuket and Anantara Bophut Koh Samui Resort. Such scenically strategic selection of filming locations has translated into tangible benefits for these establishments.
For instance, Minor Hotels, the parent company of Anantara, reported a whopping 104 per cent year-over-year increase in web traffic in February. In addition, the three Anantara properties featured in the series witnessed a massive 41 per cent rise only on direct online bookings during the same period. Notably, booking conversions spiked on February 17 and February 24, aligning with the airing of the show's initial episodes; room night bookings for the retail segment grew 53 per cent and over an enormous 180 per cent in those two weeks, respectively, compared to the previous year.
The immersive and authentic projection of luxury in Thai environs in "The White Lotus" can be credited to the talented architect Bill Bensley.
Bensley, the brain behind the design of Four Seasons Resort Koh Samui, has a reputation for creating whimsical yet engaging designs that bind pristine landscapes with conveniently luxurious architecture. The architect’s extensive travels across Asia have deeply impacted his work, allowing him to come up with spaces that resonate with the cultural and environmental concerns of the local demographic.
The series works profoundly within the ambit of social satire and travel media as it lends itself to the rich cultural heritage of its host country. By incorporating Thai elements, customs and practices, "The White Lotus" presents an insightful window into the country’s practices. This representation has piqued the interest of potential travellers, finally tipping them off to explore Thailand beyond its usual suspects and sights.
Apart from exploring the social decadence, the show treats Eastern spirituality and cultural ethos with a creditable sensibility, giving depth to the narrative and enriching viewing experience.
The "The White Lotus" effect has a beneficial impact on Thailand's tourism industry that goes far beyond individual hotels. According to Minor Hotels, web traffic for all of its upscale properties in Thailand increased by about 40 per cent in February compared to the same month last year. Important markets such as the US, UK, India, Germany and France exhibited a great deal of interest. This spike suggests that Thailand is once again a top travel destination, which might boost tourism-related income and spur economic expansion.
The popularity of "The White Lotus" works gloriously to bring out how television and films can have a transforming sway on actual travel choices. The series has converted fans' on-screen fantasies into real vacation plans by highlighting the charm of Thailand's local culture, its opulent resorts and verdant locales. This phenomenon demonstrates the mutually beneficial relationship between media representations and tourism, as compelling narratives can increase interest and generate revenue for highlighted locations.
