Thailand postpones visitor entrance fee due to dramatic decrease in tourist arrivals
Thailand is experiencing a significant surge in tourism demand, with a notable increase in U.S. tourists, thanks to the popularity of the TV show The White Lotus. This rise, often referred to as the "White Lotus effect," is particularly evident in destinations like Koh Samui, where there has been an increase in visitor interest, bookings, and tourism services [1][2][4].
Early in 2025, U.S. tourist arrivals to Thailand grew by over 10% compared to 2024 [1]. However, the specific growth figures for other Southeast Asian countries in 2026 are not yet quantified, though they are expected to grow by 5% [3].
Thailand's tourism recovery and growth in 2025-2026 seem robust, driven by targeted marketing to luxury, Gen Z, and LGBTQ+ travelers, and leveraging popular culture impacts like The White Lotus [1][2]. This growth may outpace typical growth rates in neighboring countries that do not have a similar cultural pop influence at present.
The third series of The White Lotus was set in Thailand, and while no specific figures regarding the impact of the show on visitor numbers were provided, it is evident that the show has boosted tourism demand in the country. However, the nature of the tourism levy in Thailand, and any potential impact on visitor numbers, remains unclear [6].
In terms of challenges, over-tourism pressures continue to be a concern, particularly in Phuket. The popularity of The White Lotus has exacerbated these pressures in certain areas, highlighting a mixed impact with growth concentrated in specific regions and segments of tourism [5].
| Aspect | Thailand (Influenced by The White Lotus) | Other Southeast Asian Countries (2026 Projection) | |-----------------------------------|-----------------------------------------------------------------------------------------|------------------------------------------------------------------| | Tourism demand increase | Significant rise, especially from U.S. tourists (+10.78% arrivals early 2025) | Not explicitly quantified; likely steady or moderate growth | | Popularity driver | Strong cultural and media exposure linked to The White Lotus Season 3 in Koh Samui | Lacking a similar global media boost | | Market targeting | Luxury, Gen Z, LGBTQ+ segments, wellness, cuisine emphasis | Varied by country but typically more traditional market focus | | Challenges | Overtourism pressures in Phuket and other hotspots linked to TV show influence | Some countries also face overtourism but not tied to a single show |
As the high season in Thailand approaches in the fourth quarter of this year, the assistant tourism minister of Thailand, Chakrapol Tangsutthitham, stated that they must wait to assess international tourist demand [7]. Despite the postponement of the new tourism levy, it remains unclear how this may impact visitor numbers [8].
In conclusion, Thailand is seeing a noticeable tourism demand uplift in 2025 fueled by The White Lotus, making its growth dynamics somewhat distinctive compared to other Southeast Asian countries for the 2026 outlook [1][2][5].
[1] Thailand Tourism Blog [2] TTR Weekly [3] Bank of Thailand [4] Koh Samui Insider [5] The Phuket News [6] The Nation [7] Bangkok Post [8] TTR Weekly
- The surge in tourism demand in Thailand, driven by the popularity of The White Lotus, has made it a unique destination for both luxury and lifestyle travel.
- As other Southeast Asian countries prepare for 2026, they may not experience the same magnitude of tourism growth as Thailand, due to a lack of a similar influential media exposure like The White Lotus.
