The third season of The White Lotus has cast Koh Samui into the international spotlight, with the Thai island resort now poised for a surge in tourism. The popular TV series, which aired in February, chose the Four Seasons Resort Koh Samui as its main filming location, drawing attention to the island as a luxurious destination.
The previous two seasons of The White Lotus had already influenced tourism in other locations. Maui, Hawaii, and Taormina, Sicily, both saw notable spikes in bookings at Four Seasons properties, with Maui experiencing a 386% increase in availability checks. The success of the series had broader effects on tourism in those regions, encouraging more visitors to explore the destinations. Now, as the third season unfolds, Koh Samui’s tourism operators are hoping for a similar outcome.
Thailand’s tourism industry, which was deeply impacted by the COVID-19 pandemic, is showing signs of recovery. In 2019, the sector contributed 19.1% to the country’s GDP. While the pandemic caused a sharp decline, it bounced back to 13.3% of GDP by 2023 and is expected to reach 23.4% by 2033. The Tourism Authority of Thailand aims to achieve a record 40 million international visitors in 2025, up from 35 million in 2024.
Koh Samui, which had 3.5 million visitors in 2023, has benefited from this recovery. The island, with a population of about 70,000, has seen an uptick in flight traffic and new businesses, such as restaurants and bars. Improvements in transportation, such as the introduction of Grab ride-hailing, have made it easier for visitors to navigate the island.
While the Four Seasons Resort Koh Samui was the primary filming location, other hotels in the region, including those in Phuket, also hosted parts of the production. The presence of the show has already created a notable increase in interest, with Expedia reporting a 30% rise in flight searches to Koh Samui since the announcement of the series’ filming location.
However, Koh Samui faces some logistical challenges that may limit its immediate growth. The island’s airport, which is privately owned by Bangkok Airways, has limited international connections, requiring long layovers in cities like Singapore or Bangkok. This, along with ongoing tensions between the airport authorities and the local community over noise issues, poses potential barriers to mass tourism growth. Despite these concerns, Koh Samui is known for its tranquil environment, attracting families, couples, and incentive travel groups seeking a quieter and more private getaway.
The influence of pop culture on tourism is well-established. Movies like The Beach and The Lord of the Rings, as well as TV shows like Emily in Paris and Bridgerton, have driven visitors to iconic locations. Similarly, the appearance of Koh Samui in The White Lotus is expected to increase its allure for international tourists, continuing the trend of entertainment-driven tourism.
The Four Seasons Resort has capitalized on this attention by offering exclusive White Lotus-themed experiences, including a beach bar modeled after the one in the series and special cocktails. Future tours showcasing the filming locations are also in the works, further tying the island to the show’s success.
Yet, the rise in tourism could also strain Koh Samui’s infrastructure. The island already imports a significant portion of its water, and local resources are under pressure as tourism grows. Waste management has become an issue, with many areas of the island struggling to handle the increased volume of garbage generated by both residents and visitors. Ensuring sustainable growth is a key concern, and experts warn that further development without proper planning could damage the island’s environment and local community.
Koh Samui’s future as a tourism hub hinges on its ability to balance growth with sustainability. While the influx of visitors driven by The White Lotus will likely boost the local economy, it’s crucial for both the government and the tourism industry to prioritize long-term environmental health alongside immediate economic benefits. The impact of the show on the island’s tourism industry is expected to be felt for years to come, but careful planning will be necessary to maintain Koh Samui’s charm and appeal.
The post How The White Lotus Boosts Koh Samui’s Tourism and the Challenges Ahead appeared first on Travel And Tour World.
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