Thailand’s Tourism Faces Challenges, but The White Lotus Sparks Hope

Thailand’s tourism sector is navigating a challenging period in 2025, with international visitor numbers showing a decline. Yet, the filming of the third season of HBO’s critically acclaimed series, The White Lotus, across Bangkok, Phuket, and Koh Samui, offers a glimmer of hope for revitalizing interest in the kingdom’s iconic destinations. While the industry grapples with economic and regional pressures, the Thai government is optimistic that the international exposure from the series could pave the way for a tourism rebound, particularly for the idyllic island of Koh Samui.

Showcasing Thailand’s Diverse Appeal

The decision to film The White Lotus Season 3 in Thailand has introduced global audiences to a diverse array of locations, from the bustling streets of Bangkok to the serene beaches of Phuket and Koh Samui. Bangkok, the nation’s capital, blends urban energy with historic temples and vibrant markets. Phuket, a renowned resort hub, boasts dramatic coastlines and lively entertainment. Koh Samui, with its palm-fringed beaches and luxury resorts, provides a tranquil backdrop for the series’ signature mix of luxury and intrigue. The Thai government has highlighted the potential for this exposure to boost interest in these destinations, particularly among Western audiences drawn to the show’s stunning visuals.

The series elevates Thailand’s cultural profile by showcasing the country’s unique blend of natural beauty, cultural heritage, and modern hospitality. This positions Thailand as a destination that can captivate global audiences, potentially countering the current tourism downturn.

Tourism Trends and Economic Impacts

Thailand’s tourism sector is facing significant headwinds. From January to May 2025, the country welcomed 14.36 million foreign tourists, a 2.7% decrease compared to the same period in 2024. April, which included the Songkran Festival, saw a 7.6% drop in arrivals, while May experienced a 14% decline, driven largely by a significant reduction in Chinese visitors. The Kasikorn Research Centre forecasts 34.5 million tourists for the full year, a 2.8% drop from 2024’s 35.55 million, reflecting economic challenges and increased regional competition.

Koh Samui, while benefiting from increased visibility due to The White Lotus, has not been immune to these trends. The anticipated boost from the series has yet to translate into sustained visitor growth, though interest in the island has risen, with some reports noting a modest uptick in accommodation searches on platforms like Agoda. Luxury hotels, in particular, are hopeful that the series’ portrayal of Koh Samui’s opulent resorts will attract high-end travelers, even as overall arrivals lag.

Thailand’s economy faces additional strain from looming US tariff threats, with potential losses of 150-200 billion baht from exports and tourism, exacerbating Koh Samui’s challenges as Chinese visitor numbers plummet. A stronger Thai baht, currently trading at approximately 32.8 THB/USD as of June 2025, makes the island more attractive to Western tourists, particularly from the US, where The White Lotus has sparked interest. Ongoing US-Thai trade negotiations, with a 90-day tariff suspension potentially extending, could reduce tariffs to 10%, boosting tourist confidence and spending in Koh Samui, helping offset regional competition from destinations like Malaysia.

The filming of The White Lotus has brought tangible economic benefits to Thailand. In 2024, foreign film productions, including this series, generated 6.58 billion baht (£147 million) in investments and created jobs for approximately 29,000 Thai workers, according to Deputy Government Spokeswoman Sasikarn Watthanachan. These projects highlight Thailand’s appeal as a filming destination, with its rich cultural heritage and diverse landscapes.

Opportunities, Sustainability, and Future Prospects

The attention on Koh Samui and other Thai locales presents both opportunities and challenges. While increased visibility could drive future tourism, the island must balance economic gains with environmental and cultural preservation. Over-tourism has strained destinations like Phuket and Maya Bay in the past, prompting measures like temporary closures. Local authorities may need to implement similar strategies to ensure Koh Samui retains its natural beauty and tranquil charm amid growing interest.

Successful US-Thai trade talks could further enhance Koh Samui’s recovery prospects by stabilizing Thailand’s export-driven economy, which supports tourism infrastructure. A potential tariff reduction to 10% would ease economic pressures, encouraging higher tourist spending and positioning Koh Samui as a cost-competitive luxury destination compared to regional rivals like Malaysia and Indonesia. Coupled with the global buzz from The White Lotus, this economic stability could drive sustained visitor growth, provided local authorities manage tourist influxes to preserve the island’s ecological and cultural integrity.

As Thailand navigates a challenging tourism landscape, the global exposure from The White Lotus offers a unique opportunity to rekindle interest. While 2025 has seen a decline in visitor numbers, the series’ portrayal of Thailand’s stunning landscapes could inspire future travel, particularly to Koh Samui. As the release of Season 3 approaches, anticipation is building for both the show’s narrative and its potential to showcase Thailand’s allure. For now, the government and tourism industry are hopeful that this momentum will contribute to a long-term recovery, ensuring that Thailand remains a premier global destination.