Koh Samui’s White Lotus Moment: A Sustainable Path for Thai Film Tourism
Koh Samui is gaining global attention as the backdrop for HBO’s The White Lotus, season three. The island’s pristine coastlines are drawing film fans and travelers, signaling a potential rise in film tourism that could boost local businesses while requiring careful planning to protect ecosystems.
Film tourism blends cinema with travel. Viewers increasingly visit on-screen locations, turning beloved stories into real-world economic activity. Thailand’s collaboration with The White Lotus producers marks a strategic branding win and demonstrates destination marketing’s growing power in a digital age. Data from hospitality experts shows film-driven interest can translate into new inquiries and bookings for destinations both well known and less visited.