The highly anticipated TV series "The White Lotus" has returned, with its new season taking viewers to Koh Samui, Thailand, focusing on a group of diverse and fascinating characters. Despite their best efforts, as in the previous two seasons, it seems someone will inevitably meet an unfortunate end, leaving this seemingly paradise-like place with regret.
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03-10, 2025Following Hawaii and Sicily, Mike White's Emmy-winning social satire series sets its third season in the picturesque Koh Samui, Thailand. This small island with a population of less than 70,000 will serve as the perfect backdrop for the latest season of this hit series, presenting viewers with a stunning tropical landscape.
Thailand hopes to leverage the "film-induced tourism" boom sparked by the series to attract more tourists, making the filming locations the next vacation destination. Experts point out that this is a powerful marketing phenomenon that can effectively enhance the destination's visibility and appeal. The "White Lotus" effect is already apparent and is expected to bring new growth to Thailand's tourism industry.
Although the resort in "The White Lotus" is fictional, HBO has actually partnered with the Four Seasons Hotels and Resorts. In the first and second seasons, the crew used the Four Seasons hotels in Maui and Taormina, respectively, as filming locations. Marc Speichert, Executive Vice President and Chief Commercial Officer of Four Seasons Hotels and Resorts, stated that the hotel and resort chain observed "significant interest" from customers after the broadcast of "The White Lotus." Mr. Speichert said, "The increase in the number of tourists is indeed very significant. During the first season alone, website visits to Maui increased by 425%, and availability inquiries increased by 386%. We have seen similar positive responses in Thailand, and excitement is growing as the third season approaches."
Professor Gary Mortimer of the Queensland University of Technology Business School said, "Destination marketing is crucial for countries around the world. Any show or documentary that showcases a location, especially its tourism, sightseeing, and hospitality elements—top-notch bars, stunning resorts, beautiful beaches, captivating scenery—is designed to entice people to visit that destination." Professor Mortimer added that "The White Lotus" resonates with a "specific audience." "It's an upper-class, high-end audience, and the characters in the show play such roles, so its target is very clear."
"The White Lotus" portrays Koh Samui as an island paradise—but the entire season almost took place in Japan. When producers began scouting locations, the Tourism Authority of Thailand went to great lengths to attract the critically acclaimed production to its shores. Siripakorn Cheawsamoot, Deputy Governor for International Marketing at the Tourism Authority of Thailand, said they proactively tried to be selected as the show's latest destination. To attract the crew, the Thai government implemented two types of incentives: cash incentives, such as tax rebates, and "in-kind incentives," such as free services. But one of the biggest draws was the Thai government's film incentive program, which offers foreign film productions up to a 20% cash rebate. In 2022, the government waived personal income tax for foreign talent for five years, meaning the stars of the third season will not have to pay Thai taxes during filming.
Associate Professor Monica Chien, a tourism behavior and destination marketing expert at the University of Queensland Business School, said that Thailand's bid for "The White Lotus" highlights "the immense value of film-induced tourism as a strategic tool for destination marketing and economic growth." She stated, "Film-induced tourism is a multifaceted phenomenon that encompasses a wide range of activities and cultural experiences, all of which can significantly influence a destination's image and drive tourist visits." She also added, "While compelling scenery and visually appealing environments may enhance a destination's appeal, tourism literature suggests that it is the story—not just the scenery—that drives film-induced tourism."
Expedia data shows that searches for Richmond, a leafy suburb of London, surged 160% after the second season of "Ted Lasso" aired. Meanwhile, searches for the Scottish Highlands grew by 190% after the second season of "The Traitors" aired, compared to data from two years prior. Dr. Chien said, "The relationship between film and tourism is inextricably linked. When tourists visit film locations, they generate substantial revenue for local businesses, including accommodations, restaurants, tour operators, retail stores, and transportation services." In addition to the obvious economic benefits, Dr. Chien said that other advantages include enhancing the destination's image, supporting off-season business, and reputation management.
But the surge in popularity can quickly give way to over-tourism, putting pressure on local infrastructure, disrupting communities, and damaging the environment. Dr. Chien said, "Many destinations are unprepared for the influx of tourists brought about by the popularity of a particular film or television series." An example Dr. Chien pointed out is Maya Bay in Thailand, which became famous because of the movie "The Beach." She said, "The surge in tourism after the film's release led to severe ecological damage, forcing authorities to close the beach for several years to allow the fragile ecosystem to recover."
Viewers are only just beginning to get to know the characters of the third season, but "The White Lotus" has already been renewed for a fourth season. As for where viewers can expect the show to go next? HBO programming executive Francesca Orsi told Deadline: "We're going to be doing some location scouting in the next few weeks, so we'll know soon. I can't really say where we're going yet, but it's most likely going to be somewhere in Europe."
