Forget the quiet island getaway—White Lotus, the HBO Series on Max, has transformed Koh Samui into this season’s hottest destination.
Since its latest season premiered in mid-February, the Mike White created series’ sun-soaked Thai backdrop has ignited a surge in travel interest. Fans and travelers from around the globe are flocking to Koh Samui, an island long cherished for its pristine beaches and relaxed luxury. Today, the island is enjoying an unprecedented moment in the global spotlight.
According to Thailand’s Deputy Government Spokesman Anukool Pruksanusak, international hotel bookings on the island for Songkran week (April 10–17) have spiked by an impressive 65% compared to last year. The Anantara resorts featured prominently in the show (the series was also filmed at the Four Seasons Resort Koh Samui) are experiencing similar success, with direct bookings increasing by 41% and website traffic doubling.
The spike in tourism to both destinations, and hotels, even became known as “The White Lotus effect.”
White Lotus fever is officially tropical.
“Koh Samui is the top choice for extended stays among international tourists this April,” Anukool stated. Visitors aren’t merely passing through; they’re lingering for nearly four nights on average, immersing themselves in the idyllic setting made famous by the series.
Koh Samui isn’t the only Thai destination benefiting from this trend. Chiang Mai and Bangkok are also experiencing notable increases in international bookings—up 41% and 20%, respectively—perfectly timed for Thailand’s vibrant Songkran festivities, known for spirited street celebrations and rich cultural heritage.
Since January, Thailand has already welcomed nearly 9 million visitors, and Songkran alone is projected to generate around 20 billion baht (approximately $590 million) for the economy. Tourism continues to be vital, contributing 12% of Thailand’s GDP and supporting almost one-fifth of its workforce.
Clearly, The White Lotus isn’t just a hit show—it’s influencing and guiding luxury travel trends.
According to the American Express Global Travel Trends Report, 64 percent of travelers said they made travel plans or were inspired to visit a specific country or destination after it was featured on a TV show, news source, or a film.
As viewers eagerly follow every twist on the HBO series, Thai resorts are capitalizing on their moment in the spotlight, converting on-screen appeal into real-world experiences. For Koh Samui, the bloom has never been brighter.
