Market Trends

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.

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.

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.