Koh Samui sees 65% increase in interest from US tourists after ‘The White Lotus 3’ release

Lisa, a member of the K-pop girl group Blackpink, at the premiere event for HBO’s drama series "The White Lotus." Photo from Lisa's Instagram

Agoda reported a 12% increase in accommodation searches for the island, with luxury hotel bookings rising by 40%, according to Sasikarn Watthanachan, deputy government spokesperson, as reported by The Independent.

Searches for Koh Samui on Hotels.com also saw a 40% jump after the release of the season’s first teaser in January. The Four Seasons Resort Koh Samui, which serves as the setting for the fictional resort in the show’s third season, saw a 40% increase in bookings earlier this month, The New York Times reported.

A significant portion of the rise in interest is from European travelers, with searches in the U.K. and Germany increasing by 53% and 50%, respectively, along with notable interest from France, Italy, and Denmark. In response to this surge, Finnair has added more flights, and Bangkok Airways is increasing its daily flights from 50 to 73.

This trend mirrors the spike in tourism seen at locations featured in earlier seasons. The first two seasons, set in Hawaii and Sicily, caused a 300% year-on-year increase in tourism, a phenomenon now known as the "White Lotus Effect."

Marc Speichert, executive vice president of Four Seasons Hotels and Resorts, noted that properties in Hawaii’s island Maui and Sicily’s Taormina, which were featured in earlier seasons, saw a tenfold increase in bookings.

"We are confident in "The White Lotus" team’s creative vision to showcase all that the Kingdom offers," said Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand (TAT), in an interview with The Wrap. "We believe the series will ultimately present Thailand in a positive light, attracting viewers worldwide to experience our country’s unique charm and hospitality."

Siripakorn Cheawsamoot, deputy governor for Europe, Africa, the Middle East, and the Americas at TAT, attributed part of the success to the appearance of Blackpink’s Lisa in the season.

"Filming "The White Lotus"in Thailand not only showcases the country’s natural beauty and world-famous destinations but also highlights our first-class service standards," Cheawsamoot said in a report by Khaosod English. "While the show itself attracts English-speaking tourists from Europe and America, Lisa’s participation is drawing ASEAN fans eager to follow in her footsteps."

In 2023, Thailand’s tourism ministry announced an increase in tax rebates for foreign film productions starting in 2024, a move that saved nearly US$4.4 million for "The White Lotus" production, which helped lure the show away from Japan.

"The White Lotus," created for HBO, premiered its first season in 2021. The series follows the lives of guests and staff during a week at a luxury resort hotel chain.

Lisa, born Pranpriya Manoban, debuted with Blackpink in 2016. The 28-year-old singer launched her solo career in 2021 with the album "Lalisa," and her hit single "Money" became the first song by a K-pop artist to surpass 1 billion streams on Spotify.

In addition to her musical career, Lisa is a global ambassador for luxury brands like Celine and Bulgari and has over 105 million followers on Instagram.