The power of pop culture to influence travel trends is undeniable, and HBO’s critically acclaimed series The White Lotus is the latest example.

Following the show’s second season, which was filmed in stunning locations across Thailand, the island of Koh Samui has seen a significant surge in interest from travelers eager to experience the luxury and intrigue depicted on screen.

White Lotus Koh Samui

According to a recent report by Agoda, the global online travel platform, searches for Koh Samui have skyrocketed since the show’s release. Once the first teaser was released, searches for Koh Samui jumped by 40 percent on Hotels.com!

Expedia also reported a rise in the searches for the series’ filming destinations in early 2024 when the filming location for season three was announced; Chiang Mai saw a 65 percent rise, Phuket saw 45 percent, and Koh Samui saw 30 percent.

“We are confident in The White Lotus team’s creative vision to showcase all that the Kingdom offers,” Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool told 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.”

The country saw 5.5 million foreign tourists between 1 January and 16 February, before the season even began streaming. Bookings at the Four Seasons Resort Koh Samui, standing in for the fictional resort this season, jumped 40 percent earlier this month, according to a New York Times report.

“We saw a 10x increase in the properties in Maui and Taormina,”

said executive vice president and chief commercial officer of Four Seasons Hotels and Resorts Marc Speichert about the resorts in Hawaii and Sicily featured in the first two seasons.

White Lotus Effect

The phenomenon dubbed the “White Lotus Effect,” mirrors similar trends seen in other destinations featured in popular films and TV shows. Agoda’s data reveals that travelers are not only drawn to the island’s pristine beaches and lush landscapes but also to the high-end resorts and exclusive experiences that echo the show’s opulent settings.

The Independent highlights that The White Lotus season two was filmed in some of Thailand’s most iconic locations, including the Four Seasons Resort Koh Samui. This luxurious property, with its private villas and breathtaking ocean views, has become a must-visit for fans of the show. The resort’s design, which seamlessly blends traditional Thai architecture with modern elegance, perfectly encapsulates the show’s aesthetic of understated luxury.

But it’s not just about luxury accommodations. The show has also shone a spotlight on Koh Samui’s vibrant culture and natural beauty. From the island’s bustling night markets and serene temples to its hidden waterfalls and coral reefs, travelers are eager to explore the diverse experiences that Koh Samui has to offer.

Local businesses and tourism operators are capitalizing on the increased interest by offering White Lotus-themed tours and packages. These experiences allow visitors to step into the world of the show, visiting filming locations and indulging in the same level of luxury and relaxation enjoyed by the characters.

However, the surge in tourism also raises questions about sustainability. Koh Samui, like many popular destinations, must balance the economic benefits of increased visitor numbers with the need to protect its natural environment and cultural heritage. Tourism authorities are encouraging responsible travel practices, urging visitors to respect local communities and minimize their environmental impact.

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For now, the “White Lotus Effect” shows no signs of slowing down. As fans of the show continue to flock to Koh Samui, the island is cementing its status as one of Southeast Asia’s most sought-after destinations. Whether drawn by the allure of luxury or the charm of its authentic Thai experiences, travelers are discovering that Koh Samui is every bit as captivating in real life as it appears on screen.

So, if you’re dreaming of your own White Lotus-inspired escape, now is the perfect time to book your trip to Koh Samui. Just remember to pack your sense of adventure—and maybe a touch of intrigue.

How to Get to Koh Samui

Koh Samui, one of Thailand’s most popular islands, is easily accessible by air and sea. The island has its own international airport, Samui Airport (USM), which is served by direct flights from major cities like Bangkok, Singapore, and Hong Kong. If you’re already in Thailand, domestic flights from Bangkok, Phuket, or Chiang Mai are quick and convenient. For a more scenic route, you can take a ferry from mainland destinations like Surat Thani or Donsak. Ferries offer a budget-friendly option and provide stunning views of the Gulf of Thailand as you approach the island.

What to Do in Koh Samui

Once you arrive, Koh Samui offers a mix of relaxation, adventure, and cultural experiences. Start by unwinding at its world-famous beaches, such as Chaweng or Lamai, where you can soak up the sun or enjoy water sports like snorkeling and kayaking. For a taste of luxury, visit the Four Seasons Resort, a filming location for The White Lotus, and indulge in a spa day or fine dining. Don’t miss the island’s cultural landmarks, including the Big Buddha Temple (Wat Phra Yai) and the mysterious mummified monk at Wat Khunaram. Nature lovers can explore the Na Muang Waterfalls or take a boat trip to the nearby Ang Thong Marine Park for hiking and snorkeling. End your day with a visit to the Fisherman’s Village Night Market, where you can sample local street food and shop for handmade souvenirs. Koh Samui truly has something for everyone!