The show The White Lotus has gained global acclaim since first airing in 2021 for masterfully shedding light on the lives of affluent people making questionable choices in exotic places. The show is scathing and funny in its critique of wealthy individuals and their skewed sense of identity and morality. And yet, in the audience’s mind, what often stays long after the unravelling of the final scene is not the plot or its class politics; rather, it is this insatiable sense of wanderlust and adventure of visiting these exact places and discovering them through their own eyes.
Earlier, tourism shot through the roof in places like Hawaii and Italy, where the first and second seasons of this Golden Globes and Emmy-winning show were shot. For the upcoming third season, Thailand has been revealed as the first-ever The White Lotus destination in Asia – leading to increased inquiries from our B2B partners keen on envisioning memorable getaways to the Land of Smiles for their customers.
Nick Shuttleworth, VP Sales – North America and APAC, informs that The White Lotus craze has certainly piqued interest in Thailand. He says, “A recent article in The New York Times mentioned that there has been a 50% increase in online searches for Thailand from the US market on the back of the show airing in February 2025. We have seen a large increase in Thailand inquiries over the last three months, and we hope that the trend continues in 2025.”
Chad Anderson, our EMEA Sales Manager, affirms that Thailand bookings will also gain further traction in the UK once the series releases next month. He adds, “Pop culture is getting more and more influential in driving travel trends and since this is the peak travel time for Thailand, the show will only lead to increased interest and bookings to the country.”
Thanks to our Discova-owned and operated products and services (fleet, speedboats, etc.) in Thailand and our solid partnerships with luxury hotels and other vendors, Discova is more than equipped to make any White Lotus-themed vacation a reality and open doors to a world of possibilities.
Nia Donovan, Discova’s Regional Product Leader, says that Discova is well-positioned to whisk travellers away to the serene shores of ultra-luxury resorts. Alternatively, guests can stay in premium accommodations and opt for the discreet luxury of privately guided touring experiences.
“From the vibrant street markets, hidden riverside cafes, and the glittering temples in Bangkok to cruising the islands in style aboard private yachts, speedboats or longtail boats, we can create immersive and exclusive experiences with added extras such as pampering our clients in a true White Lotus style with rose quartz facial gua sha treatments and Himalayan sound bath healing sessions,” she informs.
Since the show is primarily shot in Koh Samui, Phuket, and Bangkok, our excellent tailormade team can create custom itineraries to these places or include other pristine locations with fewer tourists – making for an unparalleled experience of Thailand’s natural beauty. In fact, as a DMC which prides itself on making travel sustainable for the local communities and the planet, we are constantly adding to off-the-beaten-path experiences at our destinations so that travellers can have a more authentic and immersive time during their stay.
Nick asserts that the added attention that the show brings to a destination like Thailand is incredibly valuable. But where we need to be careful as travellers and sellers of travel is that we don’t just send people to the one destination and risk overcrowding and ruining what made it special in the first place.
“What I would urge people to try is to visit your favourite places you saw in the show but also add to your trip by visiting other areas within the region that didn’t feature. Choose a responsible travel company like Discova to help you with creating your perfect Thailand itinerary, which will, in turn, support the incredible destination you are visiting,” he concludes.
In Buddhism, the White Lotus symbolises spiritual awakening and gaining a state of mental purity and perseverance. So, whether you are a fan of the namesake show or not, Thailand is the perfect destination to slow down, unwind, and reconnect with your inner self and the world around you.
On that note, as Blackpink’s Lisa (who stars in the show) would say, “Welcome to the White Lotus in Thailand, ka”
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