Question 1

What is the 'White Lotus Effect'?

Chas Begley · Accepted Answer

It refers to the surge in travel interest created when a film or television series showcases a destination in an appealing way. In Thailand’s case, The White Lotus: Season 3 sparked a major increase in searches and bookings for Koh Samui and nearby islands shortly after its premiere. This phenomenon shows how screen exposure can influence travel patterns. Tourists are drawn to the scenery, culture and experiences they see on screen, leading to immediate spikes in bookings, often called ‘set-jetting’. For Thailand, the show highlighted the natural beauty and luxury of its southern islands, positioning them as must-visit destinations for international travellers.

Question 2

Has Thailand experienced a White Lotus style tourism boom before?

Chas Begley · Accepted Answer

Yes. Thailand has seen similar surges following the release of popular films. A well-known example is the 2012 Chinese film Lost in Thailand, which tripled visitor numbers from China to Chiang Mai. The movie’s success led to themed tours, Mandarin-language signage and new services tailored for Chinese tourists. These examples show that Thailand’s film-driven tourism is not new, though The White Lotus has introduced the country to a different audience of global luxury travellers.

Question 3

How much did Airbnb bookings rise after The White Lotus premiere?

Chas Begley · Accepted Answer

Reports indicate that Airbnb bookings in Koh Samui rose more than fivefold within 48 hours of the show’s release.

This sharp increase demonstrates the powerful impact of media exposure on travel behaviour. For property owners, such periods can present unique opportunities, provided their rentals comply with Thai law.

Question 4

How long will the ‘White Lotus’ boost to Airbnb booking last?

Chas Begley · Accepted Answer

The initial spike in bookings often peaks within weeks but may remain strong if destinations continue to attract attention through service quality and sustainable tourism efforts.

While the ‘set-jetting’ trend can fade as new shows capture global attention, Thailand’s strong reputation for hospitality, culture and natural beauty helps sustain visitor interest long after the spotlight moves on.

Question 5

Can condo owners in Thailand rent out their properties on a short-term basis?

Chas Begley · Accepted Answer

Not legally, unless the condominium has a valid hotel licence or falls under a limited exemption in the Thai Hotel Act.

Most condominiums are registered for residential use only and therefore cannot offer stays of fewer than 30 days. Owners who wish to rent short-term should verify whether their building has hotel approval or seek longer-term guests to remain compliant.

Question 6

Are there risks if I ignore the Hotel Act?

Chas Begley · Accepted Answer

Yes. Operating short-term rentals without the required licence or exemption can result in fines, police action or closure of the property.

Even if online platforms such as Airbnb continue to list these properties, the legal responsibility rests with the host. Compliance with local regulations helps protect your investment and reputation while ensuring a smoother experience for guests.

Licensing & Compliance

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