White Lotus drives travel blitz with bookings to Koh Samui up 28%

With just three days to go until the much-anticipated return of The White Lotus, new data from Webjet suggests the show’s famed influence on travel is making a comeback.

Set against the stunning backdrop of Thailand’s Koh Samui, with filming locations also in Bangkok and Phuket, the upcoming season is expected to drive a surge in tourism to the country.

In the two weeks following the trailer’s release on 27 January, bookings to Koh Samui jumped by 28% compared to the same period last year, while Bangkok saw a 23% increase.

• 28% increase in bookings to Koh Samui made between 27 Jan – 9 Feb 2025 for travel 9 Feb 2025 – 9 Jan 2026 vs. made between 27 Jan – 9 Feb 2024 for travel 9 Feb 2024 – 9 Jan 2025
• 23% increase in bookings to Bangkok made between 27 Jan – 9 Feb 2025 for travel 9 Feb 2025 – 9 Jan 2026 vs. made between 27 Jan – 9 Feb 2024 for travel 9 Feb 2024 – 9 Jan 2025
• Bangkok ranks 5^th in top destinations for flight bookings made 1 Feb 2024 – 11 Feb 2025 for travel between 1 Jan 2025 – 1 Dec 2025
• Phuket ranks 9^th in top destinations for flight bookings made 1 Feb 2024 – 11 Feb 2025 for travel between 1 Jan 2025 – 1 Dec 2025
• Koh Samui ranks 27^th in top destinations for flight bookings made 1 Feb 2024 – 11 Feb 2025 for travel between 1 Jan 2025 – 1 Dec 2025
• Average price per person of flights to Bangkok (across all cabin classes) for booking made 1 Feb 2024 – 11 Feb 2025 for travel between 1 Jan 2025 – 1 Dec 2025 $1278 return*
• Average price per person of flights to Koh Samui (across all cabin classes) for booking made 1 Feb 2024 – 11 Feb 2025 for travel between 1 Jan 2025 – 1 Dec 2025 $1639 return*
• Average price per person of flights to Phuket (across all cabin classes) for booking made 1 Feb 2024 – 11 Feb 2025 for travel between 1 Jan 2025 – 1 Dec 2025 $1240 return*

With Thailand already a favourite among Australian travellers, the White Lotus effect could push these destinations even higher up the rankings, with Bangkok currently Australia’s fifth most popular international destination for 2025 travel, Phuket ninth, and Koh Samui 27th.

For those looking to secure their own luxury escape, the average return airfare for 2025 travel stands at $1,639 for Koh Samui, $1,278 for Bangkok, and $1,240 for Phuket.

Bookings made between 1 February 2024 and 11 February 2025 for travel throughout the next year indicate strong demand, with the buzz around The White Lotus set to amplify interest even further.

As the season premiere nears, Thailand’s pristine beaches, vibrant nightlife, and world-class resorts appear poised to welcome a wave of new visitors eager to experience the allure of the show’s latest tropical paradise.