Thailand’s tourism industry is seeing a substantial boost, largely driven by the global success of international film and television productions. The premiere of HBO’s “The White Lotus” and upcoming films like “Jurassic World” have had an immediate positive impact on tourism, particularly in key regions such as Bangkok, Koh Samui, and Phuket.
Since the February 17, 2025, airing of “The White Lotus,” hotel bookings in locations featured in the series have surged. Popular destinations, including Samui, Phuket, and Bangkok, have reported an increase in booking rates by as much as 400-500% compared to the previous year. This spike in interest can be attributed to the series’ widespread popularity, bolstered by the involvement of Thai superstar Lisa Lalisa Manoban, whose global fanbase has drawn attention to Thailand’s tourism offerings.
Siripakorn Cheawsamoot, Deputy Governor of the Tourism Authority of Thailand (TAT) for Europe, Africa, the Middle East, and the Americas, noted that “The White Lotus” showcases Thailand’s renowned natural beauty, as well as its world-class hospitality services. He also pointed out that the presence of Manoban in the series creates a dual appeal for tourists, drawing not only English-speaking travelers from Europe and the U.S. but also ASEAN fans eager to visit the country in her footsteps. As a result, Koh Samui is expected to maintain strong visitor numbers even during traditionally slower months.
Data from the travel platform Opodo highlights a 53% year-over-year increase in Thailand-related searches from the UK between February 17-23, 2024. The UK ranked third globally for Thailand-focused searches, with Koh Samui seeing a 12% rise in hotel searches following the series’ release. Additionally, there was a 65% increase in U.S. market searches in January 2025, surpassing interest from Malaysia. Tourists from Israel, Germany, France, the UK, and the U.S. have shown the most interest in Koh Samui.
Thailand’s film industry is benefiting from Hollywood’s growing influence, with the Tourism Department reporting significant financial gains from foreign film productions. In 2023, 466 projects generated 6.753 billion baht (approximately $201 million USD), while 490 foreign productions in 2024 contributed 6.415 billion baht (roughly $191 million USD). January 2025 alone saw 62 completed projects, adding another 785 million baht (about $23.4 million USD) to the total.
To leverage this momentum, the Tourism Authority of Thailand is offering specialized tourism packages inspired by “The White Lotus” for U.S. and European markets. These packages will highlight the series’ filming locations in Bangkok, Samui, and Phuket, while also promoting upcoming projects like “Jurassic World Rebirth,” which was filmed in Krabi, Trang, and Phang Nga. Additionally, TAT aims to increase average tourist spending to between 50,000 and 60,000 baht per trip.
Thailand’s hospitality sector is also benefiting from the influx of tourists. Hotels featured in “The White Lotus,” such as the Four Seasons Resort Koh Samui and Anantara Mai Khao Phuket Villas, have seen a 40% rise in their average daily rates. The broader tourism industry has experienced positive growth, with Phuket maintaining a 94% occupancy rate in early 2025, driven by tourists from Russia, China, India, Australia, the UK, and Kazakhstan.
Thailand’s strategic use of international film productions to drive tourism has positioned the country for a strong 2025. This synergy between the entertainment industry and tourism is expected to benefit various sectors of the economy, contributing to sustainable growth in the years to come.
