Thailand is experiencing a surge in popularity among Danish, Swedish, and Norwegian travelers, with bookings through leading tour operator TUI rising by 20% this winter compared to last year. Looking ahead to winter 2025/26, reservations have already increased by 63%.
A key driver behind this growing demand is the upcoming third season of the hit TV series The White Lotus, which is set in Thailand. The trend of “set-jetting,” where travelers seek out destinations featured in film and television, has significantly influenced travel interest. Since the show’s announcement, TUI has recorded a 44% increase in traffic to its Koh Samui offerings and a sevenfold rise in searches for The White Lotus filming locations.
To cater to this demand, TUI has expanded its selection of luxury accommodations linked to the series. Key White Lotus filming locations in Thailand include:
- Anantara Mai Khao Phuket Villas – Featured in the opening scene of the new season, this luxurious resort in Phuket is now available for booking through TUI.
- Four Seasons Resort Koh Samui – A major filming location, offering the same secluded tropical luxury depicted in the series.
- Ritz-Carlton Koh Samui – Another high-end resort rumored to have been used for filming.
- Bangkok’s Iconic Landmarks – Scenes are also set in the Thai capital, where guests can explore vibrant street life and luxury stays.
Dian Martinez Valencia, TUI’s Communications Manager, highlights the impact of pop culture on travel trends:
“We continuously expand our offerings to meet demand and tap into travel trends. We know many travelers draw inspiration from popular culture and social media when planning their next trip, and we need to offer hotels and destinations that reflect that need.”
For those eager to experience the stunning backdrops of The White Lotus, TUI recommends TUI BLUE The Passage on Koh Samui, offering an exclusive and tranquil setting near the series’ filming locations.
