The White Lotus effect is headed to Koh Samui.
The hit HBO series has already fuelled a wave of “set-jetting,” with fans flocking to its filming locations – the Four Seasons Resort in Hawaii for Season 1 and the San Domenico Palace, at Four Seasons Hotel in Sicily, for Season 2. Alongside these luxury resorts, nearby destinations like Taormina and Noto saw a surge in visitors, eager to experience the show’s sun-drenched opulence firsthand. Now, as the show prepares for its highly anticipated third season – its first set in Asia – Koh Samui is poised for a tourism boom.
“I believe there was more than a 20 percent increase in visitors in Hawaii and Sicily, based on Seasons 1 and 2,” Chompu Marusachot, Director of the Thailand Tourism Authority’s New York office, told Bloomberg. “I can only hope that the momentum will be the same from Thailand.”
What’s more, Robb Report, notes that searches for Thailand’s Four Seasons Koh Samui on Hotels.com have already surged by 40%, signalling a wave of interest even before the season airs.
Directed by Mike White, The White Lotus is a sharp satire of the ultra-wealthy guests who frequent luxury resorts – specifically, its fictional namesake hotel. This season’s cast features Thailand’s own Lalisa Manobal (better known as Lisa from BLACKPINK), alongside returning favourite Natasha Rothwell as Belinda, plus Carrie Coon, Michelle Monaghan, Jason Isaacs, and Leslie Bibb.
The highly anticipated third season is set to premiere on February 16. So, how are hotels gearing up for the expected influx of White Lotus-inspired travellers?
Choosing the Hotel
Mike White, the show’s creator, is no stranger to Thailand. He previously travelled there for his stint on The Amazing Race alongside his father, Mel. After scouting various hotels across the country, he ultimately chose the Four Seasons Resort Koh Samui as the show’s next luxury backdrop. Nestled on the northwest coast of one of Thailand’s most picturesque islands, the resort offers secluded beachfront tranquility paired with a wealth of water activities. Beyond its pristine shores, Koh Samui’s cultural landmarks – including historic temples – are just a 30-minute drive away, while the Santiburi Samui Country Club sits a mere 15 minutes from the property.
“The filming of The White Lotus at Four Seasons Resort Koh Samui has cast a global spotlight on the island, solidifying its status as a top luxury travel destination,” Jasjit Assi, the Four Seasons Resort Koh Samui’s hotel manager, told BurdaLuxury. “Choosing our resort for the series accentuates Koh Samui’s captivating appeal, from its pristine beaches and lush tropical scenery to its rich cultural heritage and exceptional hospitality. The portrayal in the series not only showcases the island’s luxurious aspects but also enhances its image as a place of exclusivity and enchanting narratives.”
Wellness is at the heart of the Four Seasons Resort Koh Samui, and it’s expected to play a significant role in the upcoming season of The White Lotus. Many of the hotel’s treatments take place in its secluded “Secret Garden,” surrounded by lush tropic greenery. Guests can indulge in everything from traditional Thai massages and coconut scrubs to holistic sessions with resident healers, offering therapies like sound bowl healing, reiki, and meta healing. Mornings at the resort begin with a Buddhist chanting ceremony, adding to the immersive wellness experience.
Samujana, a luxury resort perched in the hills of Koh Samui, is also expected to serve as one of the filming locations for The White Lotus. Known for its expansive private villas with infinity pools and panoramic ocean views, the property offers a more exclusive, residential-style retreat – setting the stage for yet another backdrop of indulgence and intrigue in the upcoming season.
“I can’t disclose any of the details for the scene until it’s released, but what we were told was that its is a revealing scene in the series, so quite iconic!” Karen Slocombe, Director of Sales and Marketing at Samujana, told BurdaLuxury. “They did make the set look blend into the Four Seasons aesthetic so we will be looking closely once it’s aired.”
Beyond Koh Samui, the upcoming season of The White Lotus is also believed to have filmed in Bangkok and Phuket, hinting at a broader exploration of Thailand’s luxury and cultural landscapes. Whether it’s the cosmopolitan energy of the capital or the postcard-perfect beaches of Phuket, the new season is poised to showcase the country’s diverse and opulent backdrops.
Bookings
While Phuket and Bangkok are already well-established global destinations, Koh Samui remains something of a hidden gem. With its laid-back charm, secluded luxury resorts, and unspoiled natural beauty, the island offers a quieter, more exclusive alternative to Thailand’s more mainstream hotspots. The White Lotus could be the push that finally puts it on the radar of high-end travellers worldwide.
“Koh Samui will become wider known in regions that watch the show,” said Samujana’s Karen Slocombe. “Globally, Phuket is the most known destination in Thailand. The show will highlight the natural beauty and unique charm of the island and I’m sure viewers will be captivated by the serene landscapes, vibrant culture, and elevated lifestyle depicted.”
Interest in Koh Samui is already on the rise, with hotel bookings seeing an uptick ahead of the season’s premiere. “Once Koh Samui was announced as the location, we noticed a surge of interest, particularly from the US market,” she said. “While that initial wave of excitement has quietened, we anticipate another surge in inquiries and bookings once the show airs, as viewers are captivated by the stunning scenery and luxurious lifestyle depicted on screen. So far we have just done a teaser and an announcement but there is more exciting things to come with the launch where we will offer some unique White Lotus experiences for our guests.”
Koh Samui is already home to plenty of luxury resorts, making it a hot destination for high-end travellers. “I think we can expect a surge in prestige – viewers will fall in love with Koh Samui and dream about travelling here,” said Banyan Tree Samui’s General Manager, Remko Kroesen. “This will add to the luxury factor on the island – 5-star resorts, spas and wellness retreats should all see increased interest, and hopefully this wave of visitors will have a newfound appreciation for the island. We hope not only for an increase in luxury tourists, but an overall sense of quality – as opposed to quantity – on Koh Samui.”
With its perfect blend of beachside relaxation, outdoor adventure, and cultural experiences, marine activities, vibrant nightlife, and more, Koh Samui has something to offer every type of traveller. Whether it’s couples seeking romance, families looking for fun, solo adventurers in search of serenity, or groups of friends ready to explore, the island caters to all. “Tourists both young and old from all nationalities and with varying tastes, all seem to love Koh Samui,” added Kroesen. “It’s almost impossible not to with the scenic beauty of the island, the unique cultural attractions, the locally-infused cuisine and the warm, genuine nature of the local people which combine to make the island a welcome place for travel.” Kroesen noted how there was more interest from tourists during the latter part of 2024. “The true extent of this will be realised after the launch of the series and we certainly hope to welcome more guests to our resort as well as to see Koh Samui in the limelight which is a positive for our destination,” added Kroesen.
“Koh Samui has long been a destination for upscale travellers, with a diverse range of high-end accommodations, world-class dining, and wellness experiences. The series has amplified the island’s appeal by associating it with aspirational lifestyles, creating a surge in interest among travellers seeking exclusive and meaningful escapes,” added Ernesto Guerra, General Manager of Meliá Koh Samui.
Meliá Koh Samui has noted a rise in interest, particularly through online channels. However, the resort has yet to see a significant shift in geographic demographics – at least for now. “Our guest base continues to be dominated by travellers from Europe and other long-haul markets, particularly Germany and the UK,” said Guerra. “What we have noticed is a longer lead time for bookings from these regions, possibly influenced by the increased visibility from the series. Our guest profile remains well-travelled individuals aged 30-55, seeking premium accommodations and curated experiences.”
The timing of the season’s release could also influence bookings, with the heightened buzz around the show potentially driving more travellers to the island during key periods. “As Season 3 is set to conclude in April 2025, this could potentially stimulate business in Samui’s traditional green season, from May to September,” Olivier Berrivin, Vice President, APAC, BWH Hotels, told BurdaLuxury.
Planning Ahead
Hotels across Koh Samui are gearing up for the surge in interest. At Four Seasons Resort Koh Samui, guests can recreate their own White Lotus moments with exclusive wellness treatments inspired by the show’s themes of indulgence and introspection. One such offering is The Secret Night Ritual at the resort’s Private Beach Sala, designed for ultimate relaxation and mindful connection.
This exclusive experience, available to just two guests per evening, begins beneath a starry sky, where the soothing vibrations of Tibetan singing bowls set a serene tone. A synchronised four-hands massage using warm lava shells and candlelight follows, releasing muscle tension while harmonising guests with the rhythmic energy of the sea. The ritual concludes with Buddhist chanting and the calming resonance of an ocean drum, fostering deep inner harmony. To complete the experience, guests are escorted back to their private villa, where they can enjoy a healing coconut and lotus petal bath, ensuring a restorative night’s sleep and a profound sense of tranquility.
In addition to the wellness rituals, Four Seasons Resort Koh Samui offers a range of exclusive food and beverage experiences, as well as activities designed to elevate the guest experience. “We are introducing a White Lotus-inspired afternoon tea, available for the duration of the promotion to enhance the experience for both resident and non-resident guests,” said Assi. “This will allow fans of the series and our guests to indulge in a culinary experience reminiscent of the show’s setting.”
Poolside Escapes is another offering. “To deepen the thematic immersion, we will launch Poolside Escapes, a total of six cabanas inspired by The White Lotus, featuring custom decor, food and beverage and spa offerings,” said Assi. “Additionally, guests can enjoy a unique The White Lotus-inspired bar, serving signature cocktails and crafted drinks that echo the luxurious vibe of the series, enhancing the poolside experience.”
To further immerse guests in the world of The White Lotus, the resort will host exclusive premiere screenings, offering a chance to watch the show against the very backdrop featured on screen. “These initiatives, curated carefully to reflect the luxurious and quirky essence of The White Lotus, are designed not just to entertain but to provide a comprehensive and immersive Four Seasons experience,” shared Assi.
The White Lotus has increased expectations for curated, cinematic experiences. “To meet these, we are enhancing personalised services, such as curated itineraries and private dining setups, ensuring guests feel like stars in their own stories,” said Assi. “Our commitment to detail, from villa designs to tailored adventurers like private yacht excursions, ensures every moment exceeds expectations.”
What Lies Ahead?
The White Lotus isn’t the first major Western production to showcase Thailand’s stunning landscapes. The iconic film The Beach, starring Leonardo DiCaprio, was shot on the breathtaking Thai island of Koh Phi Phi Le, while The Hangover 2, filmed in Bangkok, also attracted a wave of set-jetting travellers.
“It is certainly possible as we have seen similar effects in other regions where The White Lotus was filmed as well as here in Thailand following the release of popular films such as The Beach which created an awareness of Thailand’s natural beauty that people around the world had no idea about at that time.” said Banyan Tree Samui’s Remko Kroesen. “We hope that Koh Samui is sensitively portrayed in The White Lotus. If the natural beauty of the island is conveyed, then travellers will come here with a sense of awe and respect for the people and the destination.”
Destination TV tourism offers significant potential, but it requires a careful approach. While the allure of iconic filming locations can drive a surge in visitors, it’s important to manage the impact on local communities, environments, and resources. Striking a balance between tourism growth and preservation is key to ensuring these destinations remain sustainable for future generations.
“Film tourism has the potential to bring significant economic benefits, as evident by past examples like the success of The Hangover 2 in Bangkok, which as demonstrated how media can drive interest and attract visitors,” said Berrivin. “With its association to The White Lotus, Koh Samui has already experienced an uplift in its reputation, particularly as a luxury destination, drawing affluent travellers from across the globe.”
While the surge in tourism sparked by The White Lotus is undoubtedly exciting, it’s crucial for local authorities to approach it with foresight. Proper planning and management are essential to mitigate any negative impacts on infrastructure, the environment, and local communities, ensuring that the influx of visitors enhances rather than overwhelms these destinations. “Film tourism, when well-managed, can continue to enhance a destination’s profile. However, there are lessons to be learned from previous experiences in Thailand, such as the challenges faced by Maya Bay in Krabi, which saw a rapid increase in visitors after The Beach was filmed there. The Thai government took steps to protect the bay, showing that a balanced approach to tourism is key. For Koh Samui, ensuring that the island’s growth remains sustainable while safeguarding its environment and local community is essential.”
He added: “By prioritising responsible tourism practices and focusing on preservation of the unique qualities that make Koh Samui special, the island can enjoy the long-term benefits of its association with The White Lotus.”
BurdaLuxury’s Lens
The surge in tourism brought about by The White Lotus presents a wealth of exciting opportunities for destinations like Koh Samui. With its growing global appeal, the island stands poised to welcome discerning travellers who seek the same luxurious experiences they’ve seen on screen. For luxury resorts, this influx offers a chance to craft unforgettable, tailor-made experiences, further enhancing the island’s reputation as an exclusive haven for high-end travellers.
While managing this increased interest is important, local authorities are well-positioned to harness this momentum in a way that supports sustainable growth. By focusing on responsible tourism and preserving the natural beauty and cultural heritage of the island, Koh Samui can continue to evolve as a sought-after destination without compromising the exclusivity and tranquility that define its charm. The future looks bright for this idyllic island, as it balances luxury, sustainability, and a growing global presence with grace and foresight.
