Social media chatter about Thailand pops 60% following ‘White Lotus’ premiere

Key Points

  • Social media conversations about traveling in Thailand rose 60% after the premiere of "The White Lotus" Season 3.
  • The show's setting in Koh Samui, Thailand, has led to a surge in travel interest, similar to its impact on previous locations like Maui and Sicily.
  • The "White Lotus effect" has significantly influenced tourism, with over 8.4 million engagements and 99% positive sentiment for posts mentioning Thailand.
  • Travel searches and bookings for Koh Samui have increased, with notable spikes in interest from countries like Hong Kong, Singapore, and the United States.
  • The presence of K-pop star Lisa from Blackpink in the cast has added to the show's cultural impact and travel influence.

Summary

The third season of HBO's "The White Lotus," set in Koh Samui, Thailand, has significantly boosted interest in traveling to the region, with social media conversations about Thailand travel increasing by 60% post-premiere. The show, known for its "White Lotus effect," has historically driven tourism to its filming locations, and this season is no exception. Social media analytics from Sprout Social indicate that the show was mentioned nearly 1.4 million times, with most conversations originating from Thailand, the U.S., and Brazil. The positive sentiment around these discussions, especially those mentioning Thailand, was exceptionally high at 99%. This surge in interest has translated into tangible travel trends, with search interest for the Four Seasons Resort Koh Samui jumping 370% in Hong Kong, and significant increases in travel searches from Singapore, the U.S., and Australia. Additionally, the inclusion of K-pop star Lisa in the cast has further amplified the show's cultural impact. However, this popularity also raises concerns about overtourism and its environmental and economic implications, prompting calls for sustainable tourism practices in Thailand.

cnbc
March 7, 2025
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