‘The White Lotus effect’ on Thai tourism

Koh Samui may well be the next tourist hotspot to be impacted by The White Lotus effect. The term is used to describe a surge in tourist attention around locations showcased in the popular HBO show. Set in Koh Samui, Thailand, season three began airing last week, with the first episode featuring a now familiar mix of violence, intrigue, and undercurrent of social and sexual tension.  

Analysis from global media intelligence firm Carma has revealed that 86.2% of all social media conversations about Four Seasons Koh Samui by Asian netizens reference the series. With shooting including Anantara properties in Koh Samui and Phuket, 51.9% of all conversations mentioning the chain in Asia were also driven by the show, ever since its launch on February 16.  

The pattern is consistent with past seasons, which have been filmed on Four Seasons properties in Maui, Hawaii, and Sicily, Italy. In an interview with ABC News, Four Seasons EVP and chief commercial officer Marc Speichert said that the growth in visitor numbers had been truly remarkable with a 425% YOY uptick in visits to the website of the Maui property and a 386% increase in availability checks. In an article that appeared in The Guardian in October 2022, the property in Sicily claimed it was booked all the way until April 2023. Travel site Expedia revealed that searches for Hawaii and Sicily spiked 300% after the previous seasons.  

However, The White Lotus is being discussed by more than just travellers who are potentially interested in set-jetting—the name given to the trend of visiting a location popularised by a show or a film.

the volume of mentions for The White Lotus over the past 30 days

Lisa from the K-pop band Blackpink is part of the cast of The White Lotus, provoking conversations around her involvement among fans. The study from Carma highlighted that 7.47% of all Blackpink-related social media discussions in Asia over the past month have focused on Lisa’s debut in The White Lotus. The reactions so far have been predominantly positive (47.6%) or neutral (52.1%) according to sentiment analysis, reflecting appreciation for her casting and her admiration for Thai culture, cuisine, and brands.