The ‘White Lotus effect’ is about to reach Thailand. Since the HBO series first aired in 2021, filming locations have witnessed a substantial surge in tourism. With Season 3 filming in Bangkok, Phuket and Koh Samui, the show is poised to impact not only the hotel bookings and prices, but also the country’s aviation industry.
Thailand, a long-established tourist hotspot, is rebounding from the 2020–2021 COVID pandemic. Visitor numbers are returning to pre-pandemic levels and may soon exceed them thanks to the White Lotus effect. The country expects a record 40 million visitors in 2025 and aims to reach 80 million tourists by 2027.
🔎 Here’s a closer look! Explore the exquisite mural paintings inside the main viharn of Wat Suthat Thepwararam, which inspired the opening credits of The White Lotus Season 3.
— AmazingThailand (@AmazingThailand) March 20, 2025
✨ Beyond its breathtaking murals, the main viharn houses Phra Si Sakyamuni, a magnificent golden… pic.twitter.com/8hQyvrU1LU
In response to the anticipated flux, two leading airlines are expanding their fleets. Thai Airways, which serves long-haul and international routes, plans to double its fleet by 2029, and Bangkok Airways, a boutique carrier, which is looking to acquire 20 planes by the end of June, with an option for ten more.
The company’s CEO, Puttipong Prasarttong-Osoth, told Bloomberg, ‘We need to grow, and a new aircraft fleet would be mandatory,’ as he seeks to modernise its ageing fleet and meet the spike in demand. Negotiations are currently underway with Airbus, Boeing and Embraer. Bangkok Airways currently operates 25 aircraft, some more than 20 years old. It has already seen a 14% increase in advanced flight bookings for the second quarter of the year.
Koh Samui is a key destination in this expansion. Bangkok Airways expect 10–20% more passengers on its Samui route this year. As the owner and operator of the Samui Airport, the airline will begin extensive renovations this summer to accommodate the anticipated rise in visitors. The airport will remain operational throughout the renovation period.
While Thailand has long been celebrated for its cultural richness, stunning beaches, exceptional sense of hospitality and affordability, the White Lotus effect is attracting a new more affluent demographic: slow travellers who seek curated luxury. This marks a shift from the screen tourism wave of the early 2000s sparked by the film The Beach starring Leo DiCaprio, which sparked the bag packer’s boom. The current trend is likely to drive visitor spending by 10–15% (up from 7% last year) together with a 40% increase in accommodation price in key destinations.
However, Thailand’s recent decision to reduce its visa-free stays policy back to 30 days, after briefly extending it to 60 days, might be at odds with this strategy. Authorities cited overstay issues and reported that many of the long-stay tourists engaged in illegal business ventures, such as operating unlicensed businesses, working without permits, illegal property rentals to explain their reversal.
This raises the question: How will Thailand reconcile its ambition to attract high-end travellers with a tightening of entry rules? Airlines are expanding, infrastructure is upgraded but balancing growth, accessibility, and regulation will be the key challenges facing Thailand’s tourism growth in the years ahead.
